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Fans felt shock as 2025’s CBS announcement landed this week, because the network is tying a major sportsbook to daytime TV. Variety reports the new pricing game, “The Lion’s Share,” will debut when The Price Is Right returns for its 54th season on Sept 22, 2025, and contestants can win up to $500,000. That pairing shifts the business model for a show long built on small-stakes spectacle. Expect more cross-promotion and tougher ethical scrutiny – but will viewers tune in or push back?
What CBS’s new BetMGM game means for daytime viewers in 2025
- CBS adds a new pricing game to The Price Is Right, premiere Sept 22, 2025; impact: bigger prizes.
- The Lion’s Share debuts with BetMGM partnership; brings sportsbook tie-ins to daytime TV.
- Contestants can win up to $500,000, increasing top-prize visibility and ad opportunities.
Why this BetMGM tie-up matters as fall 2025 premieres arrive
CBS chose a high-profile moment – the 54th season return – to roll out the sponsorship, not a quiet midseason test. Networks are under pressure to monetize streaming and linear audiences, and betting partners promise new revenue while changing program tone. If you watch daytime TV, expect prize structures and on-air promotions to feel more like sportsbook marketing. This is a business move with cultural consequences. How comfortable are viewers with gambling brands in family-room programming?
Data points that reveal how prizes and premieres reshape 2025 TV
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Topline facts make the shift obvious: a classic daytime staple leans into high-dollar incentives and commercial tie-ins. Expect ad buys to shift toward sportsbook advertisers and for promos to lean on cross-platform offers. Scan this: big prize, fall premiere, and a major gaming partner.
The numbers that change the game for players and networks in 2025
| Metric | Value + Unit | Change/Impact |
|---|---|---|
| Jackpot | $500,000 | Larger top prize draws attention and ad premium |
| Season start | Sept 22, 2025 | Launches game during The Price Is Right’s 54th season |
| Partner | BetMGM | Introduces sportsbook-branding into daytime network TV |
This partnership raises stakes for contestants and gambling exposure on daytime TV.
How will this betting tie-up change daytime TV in 2025?
This deal could turbocharge ratings for special episodes and premium ads, but it also invites questions about audience appropriateness and regulatory scrutiny. Producers will have to balance bigger payouts with clearer disclosures and guardrails around minors and problem gambling. Advertisers may follow the dollars – or retreat if backlash grows. Will viewers accept sportsbook branding in living rooms, or will sponsors have to tone it down to keep daytime families watching?
Sources
- https://variety.com/2025/tv/news/tv-news-roundup-sept-8-2025-1236511841/
- https://deadline.com/2025/09/2025-tv-premiere-dates-1235811038/
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Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.