FireKeepers seeks player engagement boost via OtherLevels link-up


Michigan’s FireKeepers Casino has unveiled a partnership with OtherLevels, which will deliver web, app, and inbox messaging capabilities for its digital gaming and sportsbook operations.

This comes as the gaming venue looks to heighten its ability to engage players using OtherLevels’ data-led messaging capabilities.

The company’s sports engagement platform leverages live game data, user actions and CRM data to create marketing messages that are relevant and complementary to players’ interests and online journey.

OtherLevels, whose integration is facilitated by Scientific Games, which powers FireKeepers’ digital gaming content, utilises real-time information to deliver specific messages to different audience segments, customised by preferences, player value, past behavior, and geolocation.

“We are proud to work with one of the most respected names in native midwest gaming as they expand into online games and sports betting,” said Brendan O’Kane, CEO of OtherLevels.

“We look forward to providing FireKeepers with the marketing and player engagement capabilities they need to create better, stronger and longer-lasting relationships with their players in Michigan and beyond.”

Through the partnership, the casino is looking to build closer relationships with players, and increase their lifetime value and retention. FireKeepers can now also provide players with tangible and important game information based on their preferences and prior activity.

“Our players are the focus of everything we do at FireKeepers,” stated Kathy George, CEO of FireKeepers Casino Hotel

“We are pleased to partner with OtherLevels to help us engage and connect with our online players, and truly give them a FireKeepers experience.”