NetEnt latest to enter new Michigan online gaming market

By Iqbal Johal

NetEnt has expanded its US offering by becoming the latest to launch in the Michigan online gaming market.

Online sports betting and casino gaming went live in Michigan on 22 January, after the Michigan Gaming Control Board (MGCB) authorised nine operators to begin offering sports wagering on the day.

Operators such as DraftKings, William Hill, Golden Nugget Online Gaming (GNOG), BetMGM and FanDuel all launched last Friday, with PointsBet also being approved since.

NetEnt, which was acquired by Evolution at the end of last year in a deal worth SEK 19.6bn ($2.36bn), has followed suit by growing its US footprint by entering the Michigan market.

The casino content supplier mentioned that the current operators in Michigan will all offer games from NetEnt, including Starburst, Blackjack and Divine Fortune, which are already available in the likes of New Jersey, Pennsylvania and West Virginia.

The group will extend its operators in the state further when Evolution opens a live casino broadcast studio in Michigan later this year, which will be its third in the US with similar set ups in New Jersey and Pennsylvania.

Evolution North America commercial director Jeff Millar said: “America is an absolute priority market for Evolution Group, which is reflected by the scale of NetEnt’s first-day presence in Michigan.

“We are poised to add more operators in all US markets during 2021 and have a roadmap of high-profile game launches."

Last October, NetEnt saw its Q3 2020 revenue rise 18% year-on-year, up to SEK 521m.

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