With 14 brands that provide internet gaming and sports betting in Michigan — and a 15th on the way sometime — state residents have plenty of choices when it comes to online gambling.
But there are still many platforms that can’t take bets in the Great Lakes State.
When expanded Michigan gambling laws were passed in December 2019, it included a limit on casino operators who could grant licenses. Those were made available to the 12 federally recognized Native American tribes within the state, in addition to the three Detroit casinos.
Each operator could grant licenses to one online sports betting brand, one online casino brand and online poker brand. That’s where 15 brands came from, as each brand for sports betting in Michigan is connected to Michigan online casinos from the same partnership.
Could new sports betting apps ever come to Michigan?
Operator and supplier licenses are granted by the state for five years.
However, a Michigan Gaming Control Board spokesperson told PlayMichigan that licenses could be re-issued by operators, depending on the terms of the contract between the operator and the platform provider. There’s always a chance for consolidation down the line: For instance, Fox Bet Sportsbook is a minor player in Michigan sports betting, while fellow Flutter brand FanDuel is a monster.
Fifteen is a lot, and it’s created a strong market for consumers and businesses here. But if more licenses were available, more operators would certainly be lining up to get a chance.
Here are some that could be candidates.
You know Bally Sports Detroit, and you maybe know that Bally’s is one of the iconic hotel brands on the Las Vegas Strip.
But Bally’s certainly would love to launch Bally Bet to MI sports fans who already know the brand.
With the recent acquisition of iGaming operator Gamesys Group, Bally’s should be bumping up its online casino capabilities.
Bally Bets is already live in Colorado and Iowa.
One of Europe’s biggest gambling brands, bet365, is also live in New Jersey.
A highly rated sports betting platform by industry insiders, there was an alternate universe where bet365 was more aggressive in getting into states such as Michigan.
That reality isn’t in play yet, but that’s not to say that day couldn’t come.
You just know that Detroiter Derek Stevens would love to bring his platform to his home state.
Stevens and his brother, Greg, have created a casino empire in downtown Las Vegas, headlined by Circa Sports, his newest resort (pictured above).
The brand has expanded to online sports betting, opening in Nevada and Colorado.
You read Maxim magazine in college, right? (Or was that just me?)
SportsBetting.com has rebranded as MaximBet in Colorado and could also be headed to Indiana, Iowa and New Jersey.
The men’s lifestyle brand seems like a sound fit for the sports betting demo, but clearly Maxim doesn’t have the same cache as it did in my dorm room days.
The iconic Sports Illustrated magazine brand resonates with sports fans and is now trying to crack the sports betting business.
Partnered with 888Sport, SI Sportsbook is now live in Colorado, becoming the state’s 26th sports betting app.
Like Maxim, the old magazine brand has visibility, but it’s not nearly the same as days gone by.
SuperBook (from Westgate)
The SuperContest is one of the most well-known handicapping events of the NFL season. Participants pick five games against the spread each week, cresting toward winner-take all prizes.
Representatives from Westgate SuperBook have been on Michigan sports radio for years, but you still can’t bet through them here. However, you can get a proxy to make bets for you on-site in the SuperContest.
The online sportsbook is available in Colorado, Nevada and New Jersey.
Legacy news media giant Gannett has a promotional deal with Tipico. That means Detroit Free Press, Lansing State Journal and Port Huron Times Herald readers, along with website visitors of freep.com and detnews.com, are gaining familiarity with the brand.
That awareness is worthless in Michigan for now, as Colorado and New Jersey are the only states where Tipico is live.
The company says launches in Indiana and Iowa are coming soon, with Florida, Ohio and Pennsylvania mentioned on the site as other targeted states.