Sizing Up The 15 Sports Betting Apps Coming To Michigan

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At Playinmichigan, we are frequently asked about the anticipated launch of legal sports betting apps in Michigan.

We are unsure of the exact answer.

Make sure to visit our live blog for the most recent updates. Thanksgiving Day remains our top prediction for the launch.

It is known that each of Michigan’s 15 casino operators has the option to collaborate with a single sports betting platform, and many have already made these agreements public.

Michigan is set to witness substantial growth in the domains of sports betting, online casino gaming, and online poker, creating lucrative opportunities for businesses.

The primary focus early on will be Michigan sports betting, as it is expected to launch before the football season concludes. However, in the long run, online casinos will likely generate the highest profits for operators and contribute significant tax revenue to the state.

When the market in Michigan matures, we anticipate the emergence of 15 online sports betting platforms.

The industry leaders

Both of these companies have gained nationwide recognition and are fully prepared to kick off their launch in Michigan. They have established themselves as reputable and successful brands in the sports betting industry.

FanDuel Sportsbook

FanDuel Sportsbook is at the forefront of the market in multiple states and is in a favorable position to thrive in Michigan.

For years, the brand has been actively promoting daily fantasy sports in this area. In addition, FanDuel has formed partnerships with sports leagues, media companies, and sports personalities. The brand has proven its success through various factors, including its strong brand loyalty.

The MotorCity Casino in Detroit, owned by Marian Ilitch, who is part of the renowned Detroit family that also owns the Detroit Red Wings and Detroit Tigers, has formed a partnership with FanDuel. At the casino, a fully operational two-story retail sportsbook is already in place.

DraftKings Sportsbook

DraftKings Sportsbook, another major player in the fantasy sports realm, will establish itself as a dominant force in the state’s industry.

DraftKings is currently the frontrunner in fantasy contest revenue, surpassing its competitor FanDuel. Additionally, DraftKings has been airing a higher number of advertisements during Detroit Lions games this season compared to its rivals. Notably, in 2018, DraftKings became the pioneering legal sports betting app to expand beyond Nevada by launching in New Jersey.

It swiftly rose to prominence within that state and has aspirations to achieve the same in Michigan.

In a collaboration, DraftKings joined hands with the Bay Mills Indian Community, who are the operators of Bay Mills and Kings Club casinos located in Brimley, situated in the far eastern part of the Upper Peninsula.

Clear contenders

Michigan is the target for two sportsbook brands that have set their sights on reaching the upper echelons of the market with a promising chance of success.

BetMGM Sportsbook

During the summer, BetMGM Sportsbook and GVC made strong statements, however, MGM’s reputation holds considerable recognition within the state.

MGM Grand Detroit, their esteemed partner, holds the title as the most favored casino in the state. Additionally, the brand has formed partnerships with both the Detroit Lions and Red Wings.

BetMGM, one of the three national brands that debuted on November 1 during the commencement of Tennessee sports betting, envisions itself as a premier brand. In Michigan, it now has an opportunity to demonstrate its worth.

Barstool Sportsbook

Barstool stands out as the ultimate wildcard amongst wildcards, owing to numerous compelling factors.

After achieving impressive early numbers in Pennsylvania, the popular and irreverent sports and lifestyle brand is now focusing on launching in Michigan. Being present right from the beginning of Michigan sports betting could have a significant impact on industry leaders like BetMGM and DraftKings.

Dave Portnoy, Big Cat, and the rest of the Barstool Sports team have a strategic plan to mobilize their loyal fanbase, known as the Stoolies, and establish Barstool Sportsbook as a major player in Michigan. By teaming up with Greektown Casino in Detroit, which is under the ownership of Penn National Gaming, Barstool aims to achieve impressive numbers and dominate the Michigan gambling market.

The technology utilized by the app is sourced from Kambi.

Big names, small footprints

These four brands possess a well-established product and demonstrate a strong dedication towards achieving success in Michigan. However, they currently find themselves in a mediocre position and lack a clear strategy to stand out. It appears that their primary objective should be to capture as much market share as possible, which seems like a reasonable goal in this context.

PointsBet Sportsbook

The Australian company created a significant impact during the summer by establishing a partnership with the Detroit Tigers, making it the first partnership of its kind in the Michigan market and within Major League Baseball.

PointsBet Sportsbook is targeting a 10% market share in the future, but achieving this goal may require gradual progress since it won’t be launching in 2020. The company expects to enter the market by early 2021.

The Lac Vieux Desert Band of Lake Superior Chippewa Indians, the tribe operating Northern Waters Casino Resort in Watersmeet, near the U.P.’s Wisconsin border, has formed a partnership with PointsBet.

There are a couple of reasons why Michigan is significant: It marks PointsBet’s initial tribal partnership and the launch of their first online casino in the state.

William Hill Sportsbook

Although William Hill is a renowned player in the sports betting industry, does the average sports fan recognize its significance?

In Michigan, there is a strong presence of passionate sports fans who are familiar with DraftKings and FanDuel, but William Hill lacks the same level of familiarity. This London-based bookmaker has formed a partnership with the Grand Traverse Bay Band of Ottawa and Chippewa Indians, who operate two casinos in the Traverse City region.

The Turtle Creek Casino in Williamsburg already houses an Onyx Sports Book by William Hill, alongside the presence of betting terminals at Leelanau Sands in Peshawbestown.

Fox Bet Sportsbook

The announcement of Michigan online access was made by The Stars Group in January, making it one of the pioneering global brands in this regard.

Prior to the merger of Fox Bet and FanDuel under the Flutter umbrella, Stars Group had announced in January that it would leverage its agreement with the Little Traverse Bay Bands of Odawa Indians to promote Fox Bet Sportsbook.

In northern Michigan, the tribe manages two Odawa Casinos situated in Mackinaw City and Petoskey. With the Lions frequently playing on Fox on Sundays, Fox Bet enjoys a strong reputation among the locals. Every week, Terry, Howie, and their group entertain millions of Michiganders by making Super 6 picks.

BetRivers Sportsbook

In an audacious summer move, Rush Street Interactive made its debut as a publicly traded company. It is worth noting that the Little River Casino agreement in Michigan was merely a fortuitous occurrence; the company does not exclusively collaborate with “River” partners.

The BetRivers Sportsbook app is currently available in Illinois, but its performance on Apple has received negative feedback.

BetRivers has joined forces with the Little River Band of the Ottawa Indians, who operate Little River in Manistee. Similar to a few other platforms in the state, BetRivers utilizes technology from Kambi. The remaining query is, how will BetRivers effectively promote its services in this area?

The DIY group

Three renowned tribal casino brands in Michigan are venturing into independent territory with the support of technology partners, making them the most captivating group in the state. Undoubtedly, tribes nationwide will be closely observing the success these “local” brands achieve in Michigan.

FireKeepers

The Battle Creek casino, managed by the Nottawaseppi Huron Band of the Potawatomi Indians, aims to leverage its powerful brand name in order to shake up the market.

In June, FireKeepers, in partnership with Scientific Games, became the pioneer in launching a tribal sportsbook in Michigan. Dacey’s Sportsbook, a part of FireKeepers, has been providing player prop bets for both Michigan and Michigan State. It had a successful weekend during the rivalry showdown on Halloween.

The expected launch date and app of it, for the most part, remain undisclosed.

Soaring Eagle

Mount Pleasant is home to the largest casino in the state, operated by the Saginaw Chippewa Indian Tribe.

However, the operators of Soaring Eagle have been slow in revealing their sports betting strategies. According to Soaring Eagle CEO Mike Bean’s statement to Playinmichigan, they will soon finalize a partnership with a prominent operator and assess their performance against established global brands.

Four Winds

The trio of Four Winds Casinos located in southwest Michigan has primarily been targeted towards residents of the Chicago area. This approach is logical as the region is a popular choice for weekend getaways and vacations.

However, this partnership with Kambi does not significantly assist in attracting residents of Michigan for a sports betting app. Four Winds must put in significant effort to establish the same level of brand recognition as FireKeepers and Soaring Eagle across the state.

True outsiders

These brands are recognized by those in the industry, but the average sports fan may not be familiar with them. Moreover, they have not put in significant efforts to promote their sportsbook products in Michigan as of now.

Wynn Sports

Undoubtedly, Wynn holds a prominent position on the famous Las Vegas Strip. Additionally, for bettors seeking to achieve the same level of recognition, Wynn Sports proves to be a captivating choice. By collaborating with the Sault Ste. Marie Tribe of Chippewa Indians, who oversee the operation of five Kewadin Casinos in the U.P., the company has further solidified its presence.

Due to the fact that Wynn does not possess any casinos in Michigan, its level of name recognition is remarkably low.

BetAmerica Sportsbook

Knowing horse betting is synonymous with being familiar with Churchill Downs and BetAmerica.

BetAmerica Sportsbook faces an uphill battle as horse racing has been on a steady decline in Michigan.

Churchill Downs Incorporated has formed a partnership with the Hannahville Indian Community, who are the operators of Island Resort Casino located near Escanaba in the U.P.

Golden Nugget Sportsbook

Golden Nugget’s new focus is on online casinos, but this may not resonate well with sports enthusiasts.

Tilman Fertitta, the owner, expressed the company’s commitment to maintaining its online casino origins while also introducing sports betting and its Golden Nugget Sportsbook brand.

Golden Nugget Online Gambling has strong roots in its home state of New Jersey, where it offers over 700 casino games and generates monthly revenue that surpasses its closest competitor by almost double.

However, it is important to acknowledge the numerous advantages of cross-selling between an online casino and sportsbook.

The Keweenaw Bay Indian Community has formed a partnership with Golden Nugget. Operating two Ojibwa Casinos located in Baraga and Marquette of the U.P., the tribe is collaborating with Golden Nugget.

Parx Sports

Parx Casino, a Pennsylvania-based company, is expanding its operations to Michigan by partnering with the Gun Lake Tribe, who currently operate Gun Lake Casino in Wayland.

Parx, the pioneering online casino and sports betting app in PA, is now seeking to expand its presence in uncharted areas.

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