After more than six months operating under a provisional license, 4ThePlayer has been granted a full license for internet gaming by the Michigan Gaming Control Board.
As a result, 4ThePlayer will continue to offer its roster of games at Michigan online casinos, such as the popular 9k Yeti and 3 Secret Cities. Later this year the company is expected to launch 6 Wild Sharks, a slot game that’s proved popular in the United Kingdom.
“We are overjoyed to announce this latest achievement in our US market strategy,” said Chris Ash, Business Development Director and Co-Founder. “Michigan’s online casino market, one of the most successful in the country, presents an exciting landscape for us to share our unique and innovative games with a passionate audience.”
4ThePlayer looking to expand beyond Michigan
4ThePlayer is a UK-based company with gaming roots going back to 2009, when it was founded as Ash Gaming. It offers dozens of online casino games, both table and slot style, in the UK.
It has selected Gaming Realms as a technology partner in the US, and that company will be supplying the platform for the expansion in Michigan.
“We are also actively working on expanding our presence into additional states, underscoring our commitment to regulated markets in general,” Ash said in a prepared statement. “We invite all interested parties to meet us at G2E in Las Vegas for a deeper dive into our exciting plans for the coming year!”
Michigan online casinos offer 4ThePlayer a booming initial US market
Michigan is the first foray into the United States gaming market for the company. 4ThePlayer has an agreement to gain market access in New Jersey, but has not yet launched in that state.
Michigan online casinos are booming this year: the industry, which boasts 15 licensed online gaming operators, brought in $150.6 million in revenue in May, the fifth best month ever in the state. The performance of online casino gaming in the Great Lakes State in May was an 18% increase from the same month in 2022.
Operators are clamoring to enter the online casino market in Michigan. It’s one of only six states with legal online casino gaming, along with Connecticut, Delaware, New Jersey, Pennsylvania, and West Virginia. Earlier this year, Fanatics expressed interest in launching a casino app in the state, and the success of the industry has bolstered companies like Aristocrat Gaming to record profits.