FireKeepers launches online sports betting in MI through SG partnership
Land-based property will also launch an online casino.
FireKeepers has today announced a partnership with games and system developer Scientific Games. The agreement will see a digital sportsbook and casino launched in Michigan to complement Firekeepers’ land-based offering.
FireKeepers Casino, first opened in 2009 and is located in Battle Creek, features 2,900 slot machines and 70 table games.
The company launched their first retail sportsbook in June 2020.
Scientific Games will supply FireKeepers with its full suite of technology via its OpenGaming platform. This will give the Michigan casino access to products such as 88 Fortunes and Let It Ride.
The operator will also launch an online sportsbook in partnership with Scientific Games. The sports betting platform will allow players to wager via Scientific Games’ OpenSports platform.
“We are pleased to partner with Scientific Games and bring their scalable platforms and content to our players, who are always the focus of our major initiatives,” said Kathy George, CEO for FireKeepers Casino Hotel. “We want to bring them a variety of entertainment opportunities, and utilizing Scientific Games’ OpenGaming and OpenSports platforms will do just that.”
Cathryn Lai, SVP and general manager, digital at Scientific Games added: “FireKeepers is unquestionably one of the leading casinos in Michigan and the Midwest, and partnering with them and launching our vast array of content on both the iCasino and digital sports betting side will create an immersive experience for their players.”
Legal and regulated sports betting for Michigan first launched in early 2021 after receiving approval in 2020. June saw the state take $259.5m in sports wagers, an improvement from the previous month’s $257.7m. Online sports betting brought in $235.1m of the state’s total intake, while retail bets sat at $24.4m.
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