Lions roar for Everi and BetMGM

BetMGM, the joint venture between industry giants Entain and MGM Resorts International, has this week launched its Lions Deluxe slot game within the state of Michigan.

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The game was created by supplier Everi Holdings' online gaming arm, with which BetMGM holds a long-running partnership. 

For this branded slot, BetMGM utilised its official sports betting partnership with American football team the Detroit Lions (it became the team's first such partner in September 2020).

Branded slots often involve a trade-off between attracting a certain segment of players (in this case, Detroit Lions fans) and incurring greater costs when purchasing branding rights.

The intersection between sports teams and casino slots is also far more common in the US – you are far less likely to see a Premier League football team have its logo similarly emblazoned across a slot game (online or otherwise).

Of the product launch, BetMGM Director of Gaming Oliver Bartlett said: "We are thrilled to continue to expand our relationship with the Detroit Lions as we bring another great title to our list of Lions branded games.

"BetMGM continues to set the standard for casino games in the state of Michigan and we are excited to continue to develop great games for players in the state.”

David Lucchese, EVP Sales, Marketing and Digital for Everi Holdings, added: "Our partnership with top-tier iGaming operator BetMGM has enabled the delivery of high-performing content across North America.

"The Lions Deluxe slot game reinforces our commitment to providing gaming content to online players in Michigan, including our progressive jackpots that are featured in this exclusive Detroit Lions game."

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