Creating an omnichannel experience between online and land-based casinos has taken another step forward this week. BetMGM and MGM Grand Detroit have released a slot, Rakin’ Bacon Odyssey, that is available both online and in-person.
Customers, especially those that live in the Detroit area, are able to play the online version of the game at home, and then walk into the casino and play the same slot.
The No. 1 retail casino in Michigan and the former No. 1 online casino are teaming up to get back on top in both categories.
How an omnichannel strategy can help BetMGM online casino
Among the three Detroit casinos, MGM Grand Detroit comfortably leads the market, producing more than $200 million in revenue through April.
BetMGM is looking to get back on top of Michigan online casinos after leading the industry for 39 straight months.
The operator lost the top sprt after FanDuel passed it in online casino revenue in both March and April.
Michigan is key to MGM’s fortunes as a gambling company given the popularity of both its retail and online casinos in that state.
The popularity of MGM Grand Detroit, and the Rakin’ Bacon Odyssey slot, could entice players to keep playing the game on BetMGM’s online platform at home. The title is a 3×5 reel slot that expands to 6×5 during the bonus feature and includes 7,776 ways to win.
Despite BetMGM finishing second in April online casino revenue, it only came less than $1 million shy of FanDuel. The two platforms are expected to duel for the top spot for months to come.
Oliver Bartlett, BetMGM VP of Gaming and Content, believes the Great Lakes State is the perfect market for this approach. He said in a statement:
“Rakin’ Bacon Odyssey is a fantastic example of BetMGM’s omnichannel advantage. We are incredibly proud to be the exclusive online home of the newest version of this popular game in Michigan which has proven to be the top state for iGaming.”
Rakin’ Bacon Odyssey exclusively available in Michigan, both online and retail
Making the popular Rakin’ Bacon Odyssey available in both verticals is a sign that the MGM brand is focusing on an omnichannel experience for players.
With MGM Grand Detroit as the clear retail casino leader in the state, the new partnership could be a way to boost the revenue of the BetMGM MI online casino.
PlayAGS, the manufacturer of Rakin’ Bacon Odyssey, specializes in creating omnichannel experiences for operators.
Zoe Ebling, PlayAGS VP of Interactive, stressed the importance of an omnichannel strategy in a press release:
“We are thrilled to announce the launch of Rakin’ Bacon Odyssey in Michigan with BetMGM, a pivotal expansion for our iconic ‘golden pig’. This launch underscores AGS’s unique position as a premier provider spearheading the omnichannel experience.
“Our commitment to seamless, cross-platform gameplay sets us apart in the industry, allowing us to offer extraordinary gaming experiences that bridge the gap between land-based and online venues.
“By partnering with BetMGM, we’re not just following industry trends, we’re creating them and setting the gold standard in omnichannel innovation. This initiative represents a major leap forward in connecting with players in innovative ways and demonstrates our leadership in transforming the gaming landscape.”
The next few months will be telling for BetMGM. If this strategy works, it’s possible the company will lean into more omnichannel opportunities.
