Las Vegas-based sports media company VSiN has expanded its footprint to St. Louis, launching its sports betting-focused radio format here.

VSiN has inked a content distribution deal with WGNU Radio that involves the local station airing 24/7 sports betting news and analysis programming produced by the sports media company. As part of the deal, WGNU 920 AM and 104.5 FM on Tuesday rebranded as “The Game.” Financial terms of the deal were not disclosed.

“We’re thrilled to introduce the St. Louis metro area to this informative and entertaining brand of sports talk,” said Bill Moir, a consultant to WGNU, in a statement. “Sports betting education as a 24/7 format, and specifically the expert analysis from VSiN, is a perfect choice for WGNU.”