BetMGM Partners With GameCode, Trying To Hang On To Online Casino Lead

Written By Corey Sharp on April 12, 2024
Two gears meshing together - one has the logo for game supplier GameCode on it, the other has the logo for BetMGM. BetMGM, hoping to keep No. 1 online casino spot in Michigan, partners with GameCode to create separation in the Michigan market.

BetMGM’s top spot in the Michigan online casino pecking order is in jeopardy. But, the operator is trying to stay ahead of the competition by announcing a partnership with GameCode. The agreement is going to bring BetMGM new and innovative slot titles into the Great Lakes State.

By adding GameCode’s slot titles, BetMGM Casino Michigan hopes to create some separation from FanDuel.

BetMGM adds new online casino slot titles to fend off FanDuel

GameCode, a online casino manufacturer, is already providing BetMGM with some of its most popular slot games in Michigan, and also New Jersey. Some of the games already live on BetMGM include:

  • Boom Boom Boom
  • HammerCash
  • Gold Gold Gold
  • Super3

The operator is going to have access to GameCode’s full portfolio of games in Michigan.

BetMGM produced an $50.3 million in iGaming revenue in February, the most among any Michigan online casino. However, FanDuel is starting to inch closer to BetMGM’s top spot in the market, generating $48.4 million in February.

BetMGM VP of Product and Content, Oliver Bartlett, stressed the importance of the partnership. He’s already alluded to a strong start to the games since launch. He said in a press release:

“Our mission is to always innovate with in-house, exclusive content with Entain and partners like GameCode to provide our players with an iGaming experience that rises above the rest. This will continue to position us as a destination for players and first choice for suppliers of premium content.”

GameCode’s land-based experience could help BetMGM in Michigan

Looking at the numbers, BetMGM has lost significant market share over the last two years. The operator held a 37.5% market share in 2022, which has dipped to 26.8% in February.

GameCode’s has a portfolio of games that range from land-based casino slots to online titles. The company shares codes with both verticals of games to be able to supply a top-notch product to customers. According to a video on GameCode’s website, it says:

“GameCode’s games are built for both channels thanks to proprietary technology designed with this ‘singularity’ in mind.”

GameCode CEO, Matt Hanski, addressed that in the press release:

“At GameCode, we focus on creating good games rather than disposable online gaming content. With experience gained in North American land-based casino, we provide a unique understanding of the market and player needs. We aim to make an impact with each title we release and so far we do so. We innovate at a pace that is difficult to catch up with, providing something new every time we launch a title that players have not seen before.”

Hanski added that GameCode’s titles are at the top of the ranks of states it already operates in, and that “more is coming.”

BetMGM hopes that the new partnership can create more security as the No. 1 online casino operator in Michigan.

Photo by PlayMichigan
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Corey Sharp

Corey Sharp joined Catena Media in 2022 and is the go-to expert for Michigan gambling. Born and raised in Philadelphia, PA, he previously worked for the Philadelphia Inquirer and NBC Sports Philadelphia as a sports journalist and content producer. In Corey’s role as Lead Writer for PlayMichigan, he works alongside a talented team of expert journalists and analysts to bring you the most comprehensive and accurate coverage of gambling news in Michigan. Corey’s contacts around the industry makes him a trusted source. Corey produces daily stories and features about the gambling space. Corey graduated from Holy Family University in Philadelphia with a bachelor’s degree in sports management.

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