BetMGM Partners GameCode to Bring Unique Game Titles to Michigan Players

Michigan’s online casino business is a very competitive and dynamic one. It is frequently characterized by new partnerships, especially as each industry player attempts to gain serious competitive advantage. The most recent of such partnerships is between BetMGM and GameCode.

This new partnership will see BetMGM field new and exciting slot titles. Adding GameCode’s slot titles will help BetMGM Casino Michigan to attract more customers and widen its lead over rival FanDuel. Staying ahead of the competition in the Great Lakes State requires constant innovation and investment.

In February 2024, BetMGM generated an iGaming revenue in excess of $50 million. That was the highest amount generated by any Michigan online casino. However, the online operator was closely trailed by rival FanDuel which generated $48.4 million in February 2024. This definitely set off the alarm in the BetMGM camp as FanDuel inches closer to the top spot in the pecking order.

BetMGM’s new partnership with GameCode is coming against this background as the online operator battles to grow its revenue and retain number 1 position. The new deal will see GameCode provide BetMGM with its popular slot games in Michigan (as well as in New Jersey).

The importance of this partnership was highlighted by BetMGM’s Vice President of Product and Content, Oliver Bartlett. He indicated that BetMGM’s mission is “to always innovate with in-house, exclusive content with Entain and partners like GameCode to provide our players with an iGaming experience that rises above the rest. This will continue to position us as a destination for players and first choice for suppliers of premium content.”

While BetMGM plans to offer GameCode’s full portfolio of games pending regulatory approvals, slot titles such as Boom Boom Boom™, HammerCash™, Gold Gold Gold™ and Super3™ series are now live at BetMGM in Michigan through direct integration.

With time, the online casino operator will have access to GameCode’s full portfolio of games. These titles include Gold Gold Gold Miners Way™, Gold Gold Gold Lions Way™, CashPile™ and Triplestones™ in addition to slot titles that are already live at BetMGM Online Casino Michigan. BetMGM’s is already home to over 1,500 games.

GameCode’s slot titles are innovative and reflective of the developer’s deep understanding of players’ tastes. Its top performing title, Boom Boom Boom™, is an American-themed 5-reel, 3-row video slot featuring Wild Multipliers and the hold and respin feature on multiple reel sets. 

According to a statement credited to BetMGM’s VP Oliver Bartlett, Boom Boom Boom™ and other GameCode titles have begun to prove their value to the iGaming platform's appeal as they emerged as “strong performers in their first few weeks of launch at BetMGM”.

BetMGM’s revenue may be among the highest in the Great Lakes State, but its share of the market has shrunk in recent time. Within the last two years, the online operator’s market share has reduced from 37.5% in 2022 to 26.8% in February 2024.

The company is definitely betting on its partnership with GameCode to further strengthen its place at the top of the list. GameCode’s portfolio of games range from land-based casino slots to online titles. Apparently, the game manufacturer shares codes with both retail and online sides of its games in order to deliver unique products to customers.

This was reiterated by GameCode CEO, Matt Hanski, in a press release:

“At GameCode, we focus on creating good games rather than disposable online gaming content. With experience gained in North American land-based casinos, we provide a unique understanding of the market and player needs. We aim to make an impact with each title we release and so far we do so. We innovate at a pace that is difficult to catch up with, providing something new every time we launch a title that players have not seen before.”

GameCode’s titles are high performers in other states where they are live. That result is probably about to be replicated in Michigan because, as Hanski says, “More is coming.”