Aristocrat Interactive has launched a fully integrated iGaming and sportsbook solution in Michigan via FireKeepers Casino Hotel. This milestone expansion builds on the company’s long-standing relationship with leading Tribal operators like FireKeepers. The announcement highlighted how this underscores Aristocrat Interactive’s commitment to delivering cutting-edge digital gaming experiences.
Aristocrat Interactive is the parent company’s online real money gaming division. For FireKeepers, the landmark migration includes Aristocrat Interactive’s full iGaming and sports technology suite.
FireKeepers Casino Hotel CEO Frank Tecumseh said the launch “marks a significant step forward for FireKeepers as we seek to progressively grow our digital presence.”
“Aristocrat Interactive’s technology and services allow us to integrate our digital gaming into our brick-and-mortar rewards program, generating the best returns for everyone who interacts with the FireKeepers brand,” Tecumseh said. “Guests can now use their iGaming rewards at our physical location, and we’re excited to bring an integrated iGaming and sportsbook solution to our players in Michigan.”
The land-based casino hotel is located in Battle Creek, Michigan. The AAA Four Diamond resort features 2,700 slot machines, 63 table games, and 446 hotel rooms.
Michiganders using the FireKeepers iGaming and Sportsbook app can now access a fully customizable Player Account Management system. The suite of services includes;
Additionally, FireKeepers can now access Aristocrat Interactive’s extensive content portfolio, providing players with an omnichannel experience.
Nir Hakarmeli, managing director of Aristocrat Interactive iGaming and Sports, referred to FireKeepers as a valued customer of the family for many years.
“This is a natural evolution of our work together, combining our deep industry expertise with FireKeepers’ commitment to delivering top-tier gaming,” Hakarmeli said. “By providing support for online operations under our iGaming and sportsbook solution, we’re equipping FireKeepers with cutting-edge technology, seamless enhanced support services, and a best-in-class digital experience for their players.”
FireKeepers Casino Hotel is owned and operated by the Nottawaseppi Huron Band of the Potawatomi. When it comes to Michigan iGaming, the FireKeepers brand has a very small piece of the revenue pie. For August alone, the combined industry produced a new monthly record of $263.3 million. The bulk of that total came from market leaders FanDuel ($71.1 million), BetMGM ($66.6 million), and DraftKings ($41 million). BetRivers finished a distant fourth with $19.9 million.
FireKeepers, which doesn’t have the national brand recognition as those mentioned above, reported only $2.13 million. Only PokerStars ($2.11 million) and Four Winds ($1.9 million) finished lower.
Instead of just sitting back and not doing anything, FireKeepers decided to expand its digital presence. The platform now includes the iGaming Rewards player loyalty program with four tiers: Flare, Fire, Flame, and Fury. Like with MGM Rewards and Caesars Rewards, players can redeem their points at the land-based property.
