Every week, many millions of fans watch NBC Sports’ NFL coverage. A growing number of them are not just tuning in, but also trying to predict the action.

Reflecting the rise of fantasy sports and sports betting in recent years, Stamford-based NBC Sports has launched a partnership this season with one of the biggest sportsbooks, BetMGM, that includes integrations on “Football Night in America,” the most-watched sports studio show, and content across other NBC Sports platforms. NBC Sports and BetMGM officials see their alliance as a way to further increase the engagement of fans, particularly younger viewers. At the same time, they said they recognize the risk of some fans getting embroiled in problem gambling.