Game show gambling going online

Friday, July 11, 2003 | 11:01 a.m.

WagerWorks, a company that markets Internet gambling software, has introduced an online version of the "Price Is Right" game show.

The company this week said it acquired exclusive online rights to the show format through a partnership with the format's owner, FremantleMedia Licensing Worldwide.

The Price Is Right brand already has been translated into other mediums, including a slot machine by International Game Technology and a skill-based prize award game by Internet company Lycos, the company said.

The game will be available exclusively on sites powered by WagerWare, the company's proprietary gambling software, including skybetvegas.com and hardrockcasino.com.

SkyBetVegas.com is owned by British Sky Broadcasting, a digital television provider in Britain and Ireland.

The Hard Rock site is owned by Rank Group Plc., a U.K. casino and bingo operator and owner of the Hard Rock Cafe restaurant chain. The Hard Rock Hotel & Casino in Las Vegas is owned by hotelier Peter Morton, who sold off his interest in the restaurants.

WagerWorks develops sites based in regions where online gambling is legal. These sites, including SkyBetVegas and HardRockCasino, don't accept bets from gamblers in the United States, where online betting is illegal, the company said.

"We are committed to setting the standard for online gaming in terms of quality and brand recognition, so we will continue to introduce properties that have an established audience," said Andrew Pascal, president and chief executive of WagerWorks.

The San Francisco-based company helped craft software used to power MGM MIRAGE's now-defunct Internet gambling site, which was based in the Isle of Man. The casino giant shut down the site last month over moves by U.S. lawmakers to outlaw Internet gambling and dimming profit potential.