Horseshoe Online Casino Launches in Michigan, Replacing WynnBet
October 3, 2024 Marija D
Caesars acquired WynnBet’s license and assets in June, following Wynn Resorts’ exit from the Michigan online casino market. Initially expected to go live in September, Horseshoe’s launch in early October brings a new dimension to Caesars’ operations in the state, as the brand becomes its second iGaming platform in Michigan, alongside Caesars Palace.
A Smooth Transition for WynnBet Customers
For former WynnBet players, the transition to Horseshoe has been made relatively seamless. WynnBet holders do not need to re-, as their s automatically migrate to the new platform. Simply opening the existing WynnBet app triggers the migration process, guiding s through any required steps to complete the switch. The WynnBet Michigan website now redirects visitors to the Horseshoe site, ensuring players experience minimal disruption.
Many of the games that were available on WynnBet are still accessible on Horseshoe, but there are also some fresh additions. New progressive jackpots have been introduced, and Caesars has brought exclusive titles to Horseshoe, which were not part of WynnBet’s offerings. However, perhaps the most significant change is the automatic enrollment of all migrating players into the Caesars Rewards loyalty program.
Horseshoe Michigan integrates players into the broader Caesars Rewards ecosystem, which spans all of Caesars’ online and retail gambling products. Players can earn rewards not only through the Horseshoe Online Casino but also at land-based Caesars properties and other online platforms operated by the company. Whether wagering at Caesars Palace Michigan or any of its retail casinos, players accumulate points that can be redeemed for various perks. These include extra bets, discounted hotel stays, and even complimentary Uber Eats orders.
The loyalty program features six tiers, allowing players to climb the ranks based on their activity. This system is designed to reward frequent play, with increasing benefits as players move up the tiers. From sports bets at Caesars Palace to stays at high-end hotels, the rewards program adds a layer of value to the gaming experience that WynnBet customers did not have access to.
Wynn Resorts initially entered the online gambling market later than many of its competitors, launching its first platform in 2020. However, the company struggled to capture significant market share in the crowded U.S. iGaming landscape. In 2023, Wynn Resorts made the decision to shut down its WynnBet operations across various states. Michigan, where WynnBet had its most success, was the last state to see WynnBet’s online casino in operation.
Rather than closing its Michigan site entirely, Wynn Resorts sold its license and assets to Caesars, allowing the company to continue operations under the Horseshoe brand. Michigan’s regulatory framework permits each operator to run a single online casino brand per land-based casino partner, unlike other states where multiple brands can be offered by a single operator. Caesars is taking advantage of this unique setup by launching Horseshoe as its second brand in the state, ing its existing Caesars Palace platform.
The Impact of Horseshoe on Michigan’s iGaming Market
Michigan’s iGaming market is competitive, with a total of 15 operators—the maximum number allowed under state regulations. Before its exit, WynnBet ed for 1.4% of the market in August, while Caesars Palace Michigan held a 6.4% share. With Horseshoe’s introduction, Caesars is expected to solidify its position in the top five operators in the state.
Horseshoe operates in Michigan through a partnership with the Sault Ste. Marie Tribe of Chippewa Indians, specifically their Kewadin Casino. This collaboration mirrors Caesars Palace’s agreement with the Grand Traverse Band of Ottawa and Chippewa Indians, who run Turtle Creek Casino & Hotel.
Though Horseshoe is new to the online space, its brand is already well-established in retail gambling, with brick-and-mortar locations in eight states, including three in Louisiana. Michigan represents the first state where Caesars is testing Horseshoe as an online casino brand.
In other states, such as New Jersey and Pennsylvania, Caesars offers different branding strategies, including Caesars Palace as a standalone product and Caesars Sportsbook & Casino for sports-focused customers.
During a July earnings call, Caesars CFO Eric Hession expressed optimism about the impact of Horseshoe in Michigan, but tempered expectations compared to its flagship Caesars Palace brand. Hession acknowledged the strength of the Horseshoe brand but noted that Caesars Palace, having been established in the market for over a year, would likely continue to command a larger share of the market. In August, Caesars Palace averaged $11.4 million in monthly revenue, and Hession suggested that Caesars would be satisfied if Horseshoe could achieve around $5 million per month in its early stages.
With the launch of Horseshoe, Caesars now offers Michigan players three distinct ways to engage with its products: through the more limited casino options in the Caesars Sportsbook app, the comprehensive Caesars Palace online casino app, and the newly added Horseshoe Online Casino.
As Michigan’s iGaming landscape continues to evolve, Caesars is well-positioned to remain a formidable player in the market, with the Horseshoe brand expected to play a complementary role to its established Caesars Palace offering.
