Caesars Entertainment Group and Turner Sports, which is part of AT&T, are joining forces to create new gaming content. The move comes as casino operators begin to vie for position in the sports gambling market in the U.S. and comes after a number of deals have already been struck between professional sports teams and leagues with several casino brands.

According to the Bleacher Report, the new Caesars/Turner deal is reportedly the first between a national TV network and a major casino operator. However, it most likely won’t be the last. Other companies, such as Disney-owned ESPN, could most likely join the fray.

In supporting the new partnership, Caesars will develop a studio this spring that will be branded with Turner’s Bleacher Report. That studio will be hosted by Caesars Palace. Turner Sports President Lenny Daniels states in a press release, “The sports gaming industry is rapidly growing and Turner is poised to be an industry leader in the development of gaming-related content experiences. Gaming content will be a key driver for increasing fan engagement across all platforms, including time spent watching live sporting events and other criteria that impact television viewership. We’re excited to form this groundbreaking relationship with Caesars, a proven leader in sports gaming, as we collaborate to deliver the best gaming-related content experiences for our fans.”

The financial terms of the deal were not released, but construction of the new studio is already underway. Caesars is also expected to act as a gaming and sponsorship partner for Bleacher Report per the agreement’s terms, and will sponsor some programming on several of Turner’s linear networks. There is also talk that it could co-produce additional programming and/or events.