FireKeepers Selects Scientific Games As Sports Betting, Online Gaming Partner

Another tribal casino in Michigan has inked a deal for online sports betting and online casino gambling following state legalization.

On Wednesday, another online gaming partnership in Michigan was forged when FireKeepers Casino, one of the largest casinos in the state, announced that it has selected Las Vegas-based gambling products company Scientific Games to help the casino provide sports betting as well as all forms of online gaming to their customers in Michigan.

In the weeks since Gov. Gretchen Whitmer officially signed the Lawful Sports Betting Act, land-based casinos have been striking deals with digital gaming providers in an effort to get a quick start on the competition just as soon as the Michigan Gaming Control Board completes the process of defining regulations.

Live and online

“We’re incredibly excited to launch with FireKeepers Casino,” said Jordan Levin, Group Chief Executive for Scientific Games Digital. “They’re a leader in the Michigan gaming space, and their large core group of satisfied gamers already have a top-notch land-based gaming and entertainment experience. With the passing of this new bill, Scientific Games is excited and honored to help FireKeepers Casino translate and expand the sports and iGaming player experiences across all of Michigan.”

Scientific Games, a public company, is one of the largest providers of gambling products on the planet. In their partnership with FireKeepers they are expected to provide the casino both retail and digital sports betting options through their own OpenSports technology, a product that, according to their website, took in 2.4 billion sports bets in 2018 alone.

Scientific Games is expected to build out the retail sports betting service while waiting for approval and defined regulations for online gaming.

A company in good company

For FireKeepers, they’ve selected a partner that puts them in good company. Scientific Games boasts partnerships that include some of the biggest sports betting brands in the world, including William Hill, SkyBet, and Caesars Entertainment. Their 2018 acquisition of real-time sports betting data company Don Best puts them in a position to offer FireKeepers front-to-back services in both sports wagering and casino games.

“Our goal is to create a 360-degree entertainment experience, and we’re building on the success of our award-winning casino, outstanding dining, entertainment, and Four Diamond rated hotel,” said Kathy George, CEO at FireKeepers. “We are proud of our existing partnerships to put FireKeepers at the forefront of Michigan’s betting landscape. We’re the title corporate sponsor of the NASCAR FireKeepers Casino 400 held annually at the Michigan Speedway, a testament to our dedication to creating that full-service entertainment ecosystem.

“In partnership with Scientific Games, we’re thrilled to offer sports betting and iGaming both online and in our upscale property.”

Let’s make a deal

The union between FireKeepers and Scientific Games is another in a series of rapid-fire announcements of partnerships that have been inked since iGaming has been legalized. Last week, The Stars Group, parent company to FOX Bet and online poker site PokerStars, announced an agreement with the Little Traverse Bay Bands of Odawa Indians Gaming Authority that gives them “first skin market access” to market their line of gaming products to Michiganders.

At the same time, bookmaker PointsBet struck a deal with the Public Enterprise and Finance Commission of the Lac Vieux Desert Band of Lake Superior Chippewa Indians that will allow them to provide online sportsbook and online casino to their customers.

Photo credit: Shutterstock


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