Intress Media targets ‘true, safe community’ after Michigan launch


Intress Media is expanding its US-based footprint into a second state, with Michigan licence approval following hot on the heels of June’s New Jersey green-light.

On the back of the regulatory approval, the affiliate marketing group has launched the portal that it says “aims to be the go-to destination for Michigan online casino players”.

The entity is looking to collaborate with online casinos that have been fully approved by the Michigan Gaming Control Board as it targets the build of a safe community of gamblers, empowering them to make responsible gaming choices with a mix of news, reviews, education, and entertainment.

Using expert knowledge of the industry, iGamingMI will review casinos, software developers, games, and more, while connecting players with casino representatives in a bid to give readers a deeper understanding of the region’s gaming space.

The Las Vegas-based group asserts a mission to “deliver game-changing and innovative solutions” through a network of websites in each regulated state across the US.

Maryna Sokirko, Co-Founder at Intress, stated: “Responsible gaming was a key watchword when Michigan chose to licence and regulate online gaming and it’s also a key driver behind what we do.”

“From what we see across multiple US affiliate projects, they in general seem to lack some of the advanced user-engaging techniques that we believe will help secure our position among leaders of the  emerging but highly competitive US markets. 

“While our short-term objective is launching projects in other regulated states, building a true, safe community of gamblers remains our ultimate goal.”

Michigan’s commercial and tribal gambling operators report a combined $136.9m in total online gambling revenue through June, which is down 14.9 per cent from the $160.9m performance recorded one year earlier.

Total igaming revenue though the month fell 4.6 per cent month-on-month to $121.5m (2022: May $127.4m), with sports betting dropping 54.2 per cent from $33.5m to $15.4m.