In a pivotal move for the online gaming industry, Light & Wonder and Penn Entertainment have joined forces to launch a suite of branded live dealer casino tables on Penn’s Hollywood Casino online platform in Michigan. This partnership represents a significant step for Penn Entertainment, marking the first time the company has introduced online casino games with branding tied to a physical property, specifically Hollywood Casino at Greektown.
This collaboration not only deepens the connection between digital and in-person gaming experiences but also expands Penn’s offerings in the competitive Michigan market, which is witnessing rapid growth in its iGaming and sports betting sectors.
Enhancing Player Experience Through Branded Casino Games
The new launch is a clear indication of Penn Entertainment’s strategic direction to localize its online offerings by bringing in familiar elements from its physical properties. This integration between its Hollywood Casino at Greektown and the online platform is designed to create a more immersive experience for players, offering them a blend of both worlds. But what does this mean in practice?
Branded Live Dealer Tables
One of the highlights of the collaboration is the introduction of Hollywood Casino at Greektown branded blackjack tables. These tables carry the name and branding of the Detroit-based Greektown casino, giving online players a sense of locality and connection to the well-known physical property. This branding approach is a first for Penn Entertainment and is expected to enhance player loyalty by offering them an experience that mirrors their visits to the actual casino.
The Introduction of Live Lucky Cat Baccarat
Another noteworthy title is Lucky Cat Baccarat, which has been transformed into a live-dealer format. This game adds to the interactive gaming experience, allowing players to engage with live dealers in real-time. Live-dealer games have gained tremendous popularity in recent years, providing a more authentic and humanized casino experience, and the addition of this live version aims to cater to baccarat aficionados who prefer this immersive format over traditional online versions.
Exclusive Titles from Penn Game Studios
In addition to branded and live-dealer games, Penn Game Studios (PGS), the in-house development team for Penn Entertainment, has contributed its own exclusive content. This signifies Penn’s investment in creating unique, proprietary games that cater specifically to its growing online audience. The inclusion of these PGS titles ensures that Penn Entertainment can offer exclusive gaming options not available on competing platforms, adding value to its offerings in Michigan.
Expanding the Partnership Across Borders: The Impact in Ontario
While Michigan serves as the focal point for this launch, the collaboration between Light & Wonder and Penn Entertainment is not limited to the Wolverine State. The two companies have extended their offerings across the border into Ontario, Canada, where they have introduced Light & Wonder’s gaming titles to theScore Bet Sportsbook & Casino.
Ontario’s online gaming market has been growing rapidly since its regulation, and Penn’s decision to bring these new games to Canadian players is a reflection of the company’s ambition to grow its North American footprint. By partnering with Light & Wonder, Penn is leveraging the power of proven and popular gaming titles while also building a more cohesive and expansive cross-border brand presence.
This international expansion underscores Penn’s broader strategy: to bridge the gap between online and physical casinos, while also offering players a range of exclusive and locally relevant gaming experiences.
Leadership Insights: The Significance of the Launch
Both Penn Entertainment and Light & Wonder view this launch as a major milestone. Dana Jackel, Vice President of Commercial and Managing Director of US iGaming at Light & Wonder, spoke of the significance of the launch, stating:
“This is a very exciting launch for us. We expect that the combination of the Hollywood Casino brand and our premium features will make for a highly relevant and extraordinarily fun gaming experience in North America. We believe Penn Entertainment’s players will love our feature-packed live dealer casino portfolio, and we look forward to enjoying mutual success in Michigan and beyond.”
Her comments emphasize Light & Wonder’s confidence in the combination of branded local properties and high-quality gaming features, which they expect will resonate strongly with players, particularly in Michigan.
On Penn’s side, Jason Birney, Vice President of Operations at Penn Interactive, highlighted the importance of this collaboration for their Michigan players, saying:
“We are pleased to partner with Light & Wonder to launch these bespoke gaming options for our customers in Michigan. The addition of these games enhances our overall online casino offering in the state and creates important omnichannel touchpoints between our Greektown property and our Hollywood Casino product.”
Birney’s emphasis on “omnichannel touchpoints” speaks to Penn’s broader ambition to create a seamless and connected gaming experience, where players can move effortlessly between online platforms and physical casinos. This strategy not only builds customer loyalty but also adds a layer of personalization and familiarity that is likely to appeal to both local and online players.
Michigan’s iGaming Market: July Revenue Soars to $220.8 Million
Coinciding with the launch of these new branded games, Michigan’s iGaming sector has been on a steady upward trajectory. In July, the state’s commercial and tribal operators reported a combined total of $220.86 million in internet gaming and sports betting gross receipts, marking a 3.2% increase compared to June. This growth highlights the robust nature of Michigan’s online gaming market, which has seen consistent expansion since its legalization.
Breaking Down the Numbers
The July figures reflect a continued dominance of iGaming over sports betting. Internet gaming gross receipts totaled $191.44 million, while gross sports betting receipts accounted for $29.42 million. Combined adjusted gross receipts (AGR) for the month reached $189.5 million, with $172.3 million coming from iGaming and $17.2 million from internet sports betting.
In terms of total wagering, the internet sports betting handle for July was $250.2 million, showcasing the strong engagement of sports bettors despite it being the offseason for major US sports leagues like the NFL and NBA.
The Competitive Landscape: What This Means for Penn and Other Operators
The continued growth of Michigan’s iGaming and sports betting revenue signals a thriving market, one that operators are eager to tap into. Penn Entertainment’s decision to launch branded live dealer tables and unique game titles is a strategic response to this growing competition.
With Michigan reporting over $220 million in monthly gross receipts, it’s clear that iGaming is a lucrative sector. For operators like Penn, differentiating their offerings through branded experiences and exclusive content is crucial to capturing a larger market share. By combining local branding with exclusive games, Penn is not only attracting new players but also deepening the loyalty of existing customers.
Meanwhile, the extension of these efforts into the Ontario market shows that Penn is not content to limit its innovations to the US. TheScore Bet’s growing user base in Canada provides an additional opportunity for Penn to experiment with new gaming formats and partnerships, which could further solidify its presence across North America.
A Winning Strategy for Online and Offline Integration
Looking forward, Penn Entertainment’s focus on integrating its online and offline operations could serve as a blueprint for future success. By offering branded live dealer tables and leveraging its Greektown property in Michigan, Penn is tapping into a unique market niche—one that blends the familiarity of a local casino with the convenience of online gaming.
As more operators enter Michigan’s growing iGaming market, Penn’s approach could help it stand out. By bridging physical and online experiences, the company is creating a cohesive ecosystem that appeals to a wide variety of players. Additionally, the company’s cross-border expansion into Ontario signals that this strategy may extend well beyond Michigan.
The sustained growth in Michigan’s iGaming revenue, coupled with Penn’s innovative partnership with Light & Wonder, points to a promising future for both the company and the broader online gaming industry. With new games, branded experiences, and growing revenues, Penn Entertainment and Light & Wonder are well-positioned to continue thriving in this dynamic market.