All hail Caesars! Caesars is planning to launch its expanded portfolio, starting with a Horseshoe Online Casino app. The launch of the app will happen in September, and Caesars is also expanding its base in Michigan and is set to have a stronger, more robust presence in the Great Lakes State.

Caesars Entertainment is set to expand its collection of online casinos in Michigan by introducing a new casino app. This has followed months of speculation triggered by Caesars' acquisition of the iGaming license of WynnBET in the Great Lakes State, and the announcement was made during the company's second quarter earnings call that Caesars will launch the Horseshoe online casino in MI.

The launch, originally slated for the end of 2024, will now happen this September, a timeline adjustment that comes as a pleasant surprise. The decision to advance the launch shows Caesars' strategic push to capitalize on the blooming iGaming market in Michigan.

A strategic development since early this year

The narrative of Caesars' expansion into Michigan began in February with the purchase of the license of WynnBET. But this acquisition was not instantaneous. As a matter of fact, Eric Heisson, president of the online gaming operations of Caesars, revealed that the purchase of the Michigan operations of WynnBET was finalized in June. The subsequent phase involves rolling out the new Horseshoe Casino app.

The choice of the Horseshoe brand over other popular Caesars brands like Tropicana or Harrah's has piqued interest. But Heisson explained that Horseshoe is seen as a robust brand that is expected to resonate well with players in Michigan. Nevertheless, Caesars Palace will remain the flagship casino app for the company in the state, with no anticipation that Horseshoe will surpass it. Heisson pointed out that Caesars Palace’s extensive inventory of games and generous promotions will maintain its competitive edge in Michigan's online casino market. As of now, Caesars ranks as the fifth highest revenue-generating online casino in the state.

Building on its robust momentum

The launch of the Horseshoe app is part of Caesars' strategy to leverage the ever-growing MI iGaming market. Heisson highlighted that Caesars' casino business is experiencing a 50% growth rate, with Horseshoe playing a critical role in the company's expansion plans.

Heisson expressed confidence that the Horseshoe brand will bolster Caesars Entertainment's ongoing success since launching Caesars Palace. The company has demonstrated strong momentum, consistently hitting its targets, and is optimistic about continuing this trend. The Michigan Gaming Control Board's decision to allow Caesars to operate two iGaming brands reflects a broader trend in the market. For instance, DraftKings operates both DraftKings Casino as well as Golden Nugget Online Casino in the state.

The future of iGaming in Michigan

The Michigan online casino market has been growing rapidly, driven by a surge in consumer demand and increased competition among various operators. Caesars' strategic move to introduce the Horseshoe brand aims to capture a larger share of this expanding market. The decision to launch ahead of schedule suggests that Caesars is eager to establish a strong foothold in the Great Lakes State.

The upcoming launch will mark a momentous milestone for Caesars Entertainment that shows its commitment to innovation and further market growth. The company's ability to adapt and respond to market dynamics will likely be critical in maintaining its competitive position.