With the arrival of football season comes a new partnership to help boost the Michigan sports betting scene.
BetMGM has announced new and improved features to its sportsbook thanks to a partnership with Angstrom Sports, a sports modeling and analytics company that powers exclusive betting markets.
BetMGM is calling the new-look offerings a “game-changer” for players in the Great Lakes State. After closing the partnership late in 2023, the implementation of the improvements have finally come to fruition.
What BetMGM customers can look forward to this NFL season
The anticipation of another NFL season is roughly a week away, and BetMGM Sportsbook Michigan is certainly prepared. The operator started using Angstrom’s play-by-play simulation-based pricing models during the MLB season, which proved to be a success.
Along with pricing and markets, Angstrom has been able to provide BetMGM with a better product that comes with the following features:
- Players can build parlays anywhere in the app, along with more pre-packaged parlays.
- Live bet tracking enables players to track their wagers in real-time.
- A redesigned bet slip displays all betting options in one singular view.
- Customers now can conveniently place various types of bets in one place at the same time.
With the help of Angstrom, BetMGM offers nearly 1,000 NFL futures markets, spanning from awards, player and team props. There are now 450 ways to bet on an NFL game. Customers will also have access to key statistics next to betting markets via the Smart Stats tool.
“BetMGM puts customers first, responding to players’ feedback and investing in user experiences to exceed expectations,” BetMGM CEO, Adam Greenblatt, said in a press release.
“Leveraging our powerful in-house technology, we developed a more seamless, intuitive and integrated product. The BetMGM sports betting app is the perfect companion for the upcoming football season whether fans are enjoying the action in Vegas or at home.”
How Angstrom can help grow BetMGM’s sports betting platform
Out of 15 Michigan online sportsbooks, BetMGM is squarely entrenched as the No. 3 platform, behind only FanDuel and DraftKings. It’s likely going to be an uphill battle to catch either operator, as July handle looked like this:
- FanDuel: $95.6 million
- DraftKings: $69.7 million
- BetMGM: $35.4 million
BetMGM might not be be able to catch the market leaders, but stealing at least some market share is the goal. MGM Resorts International CEO, Bill Hornbuckle, explained during the company’s Q3 2023 earnings call that “candidly, it’s back to what I said earlier, our product is not where we want it to be.”
It’s no secret that a large portion of FanDuel’s success is attributable to its hold percentage because of same game parlays. During an investors call last November, Greenblatt certainly took that into account.
“Certainly the new and enhanced sports products rolling out from Angstrom will expand the breadth and quality of our parlay and live offerings,” Greenblatt said.
“And the parlay offerings in particular will have higher expected margins than standard six pack markets.”
The latter part of 2024 will ultimately be the judge in determining Angstrom’s impact on BetMGM Sportsbook.
