The provider received approval from the Michigan Gaming Control Board (MGCB) to takes its aggregation offering live in the Great Lake State. Pariplay has already announced its intention to provide a number of operators in the region with content.  

“We are very pleased to be granted our Michigan licence in what is an important moment for Pariplay,” remarked Pariplay Managing Director Adrian Bailey. He added: “It is an exciting time at Pariplay, and we can’t wait to get started in Michigan.”

The provider’s arrival in Michigan marks the latest step in its North American expansion plans. Pariplay made its US debut in New Jersey with Rush Street Interactive last February, and since then has grown its footprint considerably.

The company teamed up with BetMGM in November 2021, bringing its content to players in multiple states, as well as receiving a supplier licence from West Virginia’s regulator in September.

And in December, the provider sought to strengthen its commercial team with the appointment of Callum Harris as Director of Partnerships.

Regarding its US expansion, Bailey said: “We’ve made a concerted effort to grow our reach in the US both through signing new partners and gaining new licences, and this approach continues to generate success for us.”

Pariplay bills its Fusion product as “the most flexible aggregation platform in the market”, featuring localised content from more than 70 vendors, as well as “high-performing” engagement tools.