Caesars Sportsbook has announced a partnership with Emagine Entertainment to rebrand a portion of the latter company’s Royal Oak movie complex to Caesars Sportsbook Lounge Powered by Emagine.
The partnership creates an opportunity for Caesars Sportsbook to host special events and hold promotions for sports and movie fans inside the stadium-style setup, which features a 40-foot-wide screen, a cinema sound system, and heated leather recliners. The suburban Detroit movie complex, which opened in late December, offers free high-speed Wi-Fi and a display focusing on betting odds for patrons interested in wagering on sports.
Entry into Caesars Sportsbook Lounge is free and available during normal theater operating hours on a first-come, first-serve basis for patrons 21 and older. A variety of college and professional sports — including football, baseball, hockey, basketball, golf, tennis, horse racing, boxing, and soccer — are shown daily in the lounge, which is also available for private rentals.
“We are excited about this partnership with Emagine Entertainment and applaud their ingenuity in creating a Sports Lounge in a movie theater,” Eric Hession, Caesars Digital co-president, said in a press release. “This concept should provide an exciting environment for people to enjoy a televised sporting event and for us to connect with new customers while also rewarding our exciting loyal customer base.”
Caesars’ partnership with Emagine comes only days after the announcement that Greektown Casino-Hotel was being rebranded as Hollywood Casino at Greektown.
Sports betting was legalized by Michigan lawmakers in December 2019 and brick-and-mortar operations were up and running by March 2020, followed by statewide mobile wagering in January 2021. More than a dozen Michigan mobile sportsbooks now exist.