In the crowded market of Michigan online casinos, it’s important to stand out.
With fifteen online providers, all of which are contributing to record revenue numbers for the state, being able to differentiate yourself from the others can mean millions.
Michigan has had three operators specifically separate themselves from the rest of the pack when it comes to iGaming.
BetMGM, FanDuel, and DraftKings have all managed to succeed, but is there anything different about their approach to their customers?
Are they promoting games with lower success rates? Are they promoting exceptional games, or are they promoting table games?
Each has found their own style to create a unique playing experience.
What does BetMGM Casino The state of michigan feature?
It’s probably wise to start with the operator clearly in the number one spot in the state.
No matter what BetMGM Michigan does, it’s working.
BetMGM owns 36.5% of the online casino revenue share in the state, amassing $1.2 billion in its lifetime.
When logging into BetMGM, each customer is likely to see a slightly different homepage based on their previous experiences with the operator.
As a regular BetMGM customer for its sportsbook and casino, I tend to use my computer when logging on.
What I saw was a selection of promotional banners at the top (pictured above). These feature offers and promotions available to me. For a new user, that may include sign-up offers.
Next, before BetMGM breaks down the gaming library by category, I see “Recent Games” that I have played and can easily jump back into.
Just below that is a “Featured” games selection. It includes a collection of 10 games.
The 10 games feature a nice variety, but 10 out of the 10 are exclusive offers from BetMGM. One is advertised as “Players’ No. 1,” which I assume is the most played game on the platform.
The final game selection was an Infinity Reels game, which is a type of slot game I usually enjoy playing.
These 10 games were a good mix of different gaming companies and gaming styles. The slots vary in gameplay mechanics and visual presentation, as well as volatility, but all feature fairly healthy Return To Player percentages.
NBA Silver (Exclusive): 94.08% RTP
BetMGM Casino LuckyTap (Exclusive): 96.72% RTP
Goat Rush (Exclusive): 94.25% RTP
Premium Blackjack Pro (Players’ Number 1)
West Coast Cash Infinity Reels: 96.16% RTP
Ghostbusters Triple Slime (Exclusive): 96.08% RTP
Declaration of Spindependence (Exclusive): 94.0% RTP
Chief Riches (Exclusive): 93.95% RTP
Lords of Atlantis (Exclusive): 94.02% RTP
Bananaz 10K Ways (Exclusive): 96.12% RTP
My Personal Take: My colleagues here at PlayMichigan, Paul Costanzo and Matt Schoch, both sent me screenshots of their BetMGM homepages and they were similar. BetMGM doesn’t have much to hide, as their gaming library and performance speaks for itself. Their presentation is visually appealing, and their offerings do a good job of encompassing all they offer throughout their platform.
What does FanDuel Casino The state of michigan feature?
FanDuel Casino UNA is located second in the Michigan online casino revenue race but is in more competition to hold its spot than it is to overtake the top position from BetMGM.
FanDuel has 17% of the lifetime casino revenue share in Michigan, with $567.3 million collected.
Similar to BetMGM, I see banner ads with offers and promotions across the top of the homepage when I log in to the platform.
Below that, there is a smaller banner ad promoting their Welcome Machine. It’s a regular set of free spins that can win you rewards to use towards online casino games on FanDuel.
Under the Welcome Machine is a list of “Recently Played Games,” followed by a selection of “Featured Games.”
FanDuel’s featured games list includes a mix of table games, new games, exclusive games, and jackpot slots. It’s a total of 12 games that also mixes up the game creators and RTP rates.
Blackjack
American Roulette
Classic Blackjack
1942 Air Warriors (Daily Jackpot): 93.73% RTP
Spirit of Nature (Exclusive): 95.5% RTP
MegaJackpots Cleopatra (Jackpot): 91.01% RTP
Gonzo’s Quest (New): 96.05% RTP
Slingo Fluffy Favorites (New): 95.3% RTP
Smokin Triples: No RTP available
Lightning Shenlong: 96.13% RTP
Below the featured games is a collection of promoted “Daily Jackpot” games with a clock indicating the current jackpot amount and how much time remains before it needs to be hit.
FanDuel also has sections for “Top 10 Games in Michigan,” “New Games,” and “Binge Worthy Slots.”
My Takeaway: FanDuel seems to distribute the wealth a little better with its offerings. Costanzo and Schoch also had a different mix of featured gaming options on their mobile apps. Placing the Welcome Machine upfront is a smart way to get users started. Instant rewards likely lead to more gameplay. I also like the daily jackpot table. If I had logged in at the right time and it was still available, I would have probably taken a few spins.
Exactly what does DraftKings Gambling establishment Michigan function?
DraftKings Casino Michigan is right on the heels of FanDuel for second place in the online casino revenue race in Michigan.
Over its lifetime, DraftKings has 16.7% of the revenue share in the state, totaling $545.6 million.
DraftKings starts like the other two operators, with offers and promotions that apply to me upon logging in.
Next is a sliding bar of sections I can choose from, but it auto-selects “For You” to begin with.
It then presents a row of games I have recently played before moving on to “Suggested Games.”
On the desktop, the suggested games were nine different options. However, on my mobile app, the suggestions added five additional choices for a total of 16 games.
It lists all the available games, primarily featuring DraftKings branded games before eventually going in alphabetical order.
The suggested games on the desktop included:
DraftKings Rocket: 97.0% RTP
88 Fortunes: 96.0% RTP
Almighty Buffalo Megaways: 96.5% RTP
Blackjack Poker & Pairs
Cash Eruption: 95.0% RTP
Cash Machine: 96.0% RTP
Cleopatra: 95.02% RTP
Hyper Beetle Megaways: 96.1% RTP
SG Digital’s Ultimate Texas Hold’em
On the mobile app, the additional suggested games were:
DraftKings Hockey Blackjack
15 Tridents: 96.1% RTP
Reel King Megaways: 96.23% RTP
Age of Akkadia: 94.71% RTP
Stinkin’ Rich: 94.03% RTP
My Takeaway: Schoch and Costanzo also observed similar results on their mobile apps. It’s interesting that DraftKings suggests more games on the mobile app than on the desktop, but the mobile app is likely used by more customers. DraftKings balances out the suggested games with various slot types and table games, but it doesn’t place as much emphasis as FanDuel or BetMGM. Clearly, the DraftKings brand on a title gives away that it is exclusive, but competitors make sure to highlight jackpot and popular selections.
That which Michigan on the web casinos function
It’s easy to focus on the big three, but there are still 12 other Michigan casino operators that each have their own style.
Here’s a look at what some of the other operators are putting on their homepages.
BetRivers Casino MI: BetRivers puts a lot of emphasis on what players are winning. They have a banner advertising recent promotional winners, as well as a scrolling ticker that shows recent big wins on various slot games. They also have sections that promote “This Week’s Top 10” and “Top Played New Games.” It gives the user an idea of what might be the hot slot.
Golden Nugget Casino MI: Golden Nugget has one of the most unique homepages, as upon logging in, it presents to users a large box with all the available offers and rewards available to them. It then has smaller sections promoting their featured and new games.
WynnBet Casino MI: WynnBet has jumped head first into promoting their jackpot slots. Its featured row consists of all the big jackpot games and where they stand in terms of the current jackpot amount. WynnBet also has sections promoting “White Hot Jackpot Games” with a running counter, and a section for “Progressive Jackpots.”
Barstool Casino MI: Barstool keeps things pretty simple. Instead of rows, they feature several boxed sections that include “Exclusives,” “Live Dealer,” “Blackjack Live,” “Slots,” and “Featured Games.”
Caesars Casino MI: Caesars also doesn’t get too creative with its layout. It does highlight one big exclusive featured game of the day that you can’t miss. It then simply shifts to sections for “Featured Games,” “Jackpots,” and “Promotions.”
Drew Ellis is the Lead Writer of PlayMichigan, the No. 1 source for online gambling news in Michigan. A lifelong resident of the state, Ellis has been working in various forms of media since 1998, including over a decade in the sports betting industry prior to transitioning into US casino markets in 2020.
