As online gaming and sports betting became legal in Michigan last week (Friday 22 January), several industry incumbents have been detailing their own entries into the state.

One of those deepening in its US footprint is Sydney-based slots studio Lightning Box, which has made its debut alongside distribution partner SG Digital.

This has seen the supplier roll-out its Chicken Fox, Lightning Horseman and Lightning Leopard slots with BetMGM, Golden Nugget and Rush Street in the Great Lakes State.

Peter Causley, CEO and co-founder of Lightning Box, said: “Michigan is a significant state, not only due to the size of its potential audience but because of the importance of its tribal gaming community. It may well prove to be something of a case study across the rest of the country as a result.

“We have earned our spurs across social, land-based and online casino in the US now, as well as across the border in Canada, and we’re excited about the other opportunities opening up.”

In addition to this, Everi Digital, the online gaming division of Everi Holdings, has documented the delivery of its igaming content into Michigan through multiple online casino operators via its proprietary remote game server.

Everi states that it will be “partnering with multiple providers” to offer a variety of its gaming suite, including Atomic Meltdown, Cash Machine, Double Ruby, Triple Threat, and Smokin 777.

“Everi is excited to now offer in Michigan our high-performing game content that is popular with players in land-based casinos and has become a proven performer with our other iGaming partner-operators,” noted David Lucchese, executive vice president of sales, marketing, and digital for Everi

“Online players enjoy the slot experience of our games, and our new partnerships in Michigan demonstrate our focus on expanding our digital gaming business to provide our world-class slot games to the continuously growing community of online players.”

Furthermore, Game Account Network has commenced its own activity in the state, detailing multiple client launches alongside the likes of Churchill Downs, Wynn Resorts, and FanDuel Group.

All of the thee aforementioned firm’s are leveraging GAN’s technical platform for internet sports betting and/or internet casino gaming, after the Michigan Gaming Control Board approved ten B2C operators to debut at the time of market launch. 

Dermot Smurfit, president and CEO of GAN, explained: “Following our success in New Jersey and Pennsylvania, GAN is proud to enable these giant national gaming brands to move online on ‘day one’ of Michigan’s market commencement. 

“These launches further validate our industry leading platform for internet gambling and get-to-market capability, which resulted from the hard work our team did to significantly expand our engineering capabilities throughout 2020. 

“Back in 2019, our engineering capability was configured to bring new clients online in a serial manner. Now we are launching multiple clients in parallel in a single state. It’s a huge accomplishment to bring multiple major clients of GAN’s Platform services online simultaneously in a complex regulated market such as Michigan.

“We look forward to expanding our engineering base further in 2021 in order to deliver on the expansionary objectives for these, and other, clients here in the US as more states continue to rapidly regulate internet gambling.”