A comprehensive new offering

FireKeepers Casino Hotel has launched an online casino and sportsbook in Michigan, with Scientific Games Corporation powering both of these new offerings.

FireKeepers is using Scientific Games’ entire suite of digital technology

With this launch on Wednesday, FireKeepers is using Scientific Games’ entire suite of digital technology, including in-house content through its OpenGaming system. For the sports betting offering, it is using the OpenSports platform that has enjoyed much success across the US market to date.

FireKeepers Casino originally signed a partnership deal with Scientific Games back in January 2020 and the gambling technology supplier has been powering the retail sportsbook at the casino since August 2020.

Providing a range of entertainment options

Speaking about the launch was FireKeepers Casino Hotel CEO Kathy George. She said: “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.”

George went on to speak about how the plan is to bring a variety of entertainment options to the casino’s player base through its relationship with Scientific Games.

Scientific Games Digital US general manager Cathryn Lai also welcomed this launch, speaking about how FireKeepers is one of the best casinos in both Michigan and the Midwest. She said: “….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.”

Both parties focusing on expansion

Located in Battle Creek, Michigan, FireKeepers Casino has been in business since 2009 and is now one of the country’s largest tribal casinos. The property offers 2,900 slots, 70 table games, a live poker room, and a retail sportsbook that opened in summer 2020.

It has been busy renovating the property, celebrating the expansion’s grand opening this summer. Some of the changes include the addition of a second hotel tower and new areas for high-limit table games and slots.

Scientific Games has also been busy with expansion goals of its own. In June, it revealed its potential plan to divest its sports betting and lottery businesses in order to bring the company into a better position to generate sustainable growth. It is considering a number of different divestment options for these businesses.

Scientific Games is also looking to purchase the remaining 19% of outstanding shares in social casino games developer SciPlay in an all-stock deal. Scientific Games wants to bring its online business in line with its retail segment within three years.

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