Michigan’s FireKeepers Casino Pens New Partnership Agreement with US Integrity



  • FireKeepers Casino Hotel has agreed a deal with US Integrity (USI) for the use of the company’s monitoring services.
  • Since 2021, FireKeepers has placed in the top ten of Michigan’s sports betting operators according to wagering handle.
  • The new deal will enable access to USI’s proprietary software and ensure the “safest bets” on the sports betting platform.

As part of efforts to promote safe and secure betting at Michigan sportsbooks, U.S. Integrity has announced that it is continuing its partnership with the FireKeepers Casino Hotel. The tribal-owned operator opened its mobile sportsbook in July 2021 to consolidate sports betting at its Battle Creek location. It also introduced Dacey’s Sportsbook at its retail sports betting site to drive profits.

Moving forward, the operator agreed to a “comprehensive partnership” with US Integrity to build upon the solid growth it has achieved in the past two years. The deal is said to “ensure the highest of standards” and is a continuation from an agreement that was reached some time last year.

FireKeepers Seek Improvement to Sports Wagering Services Through Partnership

Owned by the Nottawaseppi Huron Band of Potawatomi, FireKeepers Sportsbook launched its retail sportsbook only in 2020. Its on-site property is a 236,000-square-foot massive resort located at Battle Creek in Michigan. FireKeepers Casino Hotel is home to about 2,900 slot machines, 63 table games, a live poker room featuring 26 tables, 446 rooms, restaurant and bar outlets, and an event center.

Last year, it first reached an agreement with US Integrity to gain access to the company’s proprietary dashboard for integrity monitoring. In early June, representatives of both companies revealed that the parties would be extending the partnership. This would enable FireKeepers to receive detailed insights into wagering patterns and irregular activities. This way, the sportsbooks can guarantee a more secure betting platform for its teeming customer base across Michigan.

FireKeepers’ venue has played host to some of the most exciting sporting events in the country. It hosted the last FireKeepers Casino Hotel Championship leading up to the LPGA golf tournament. It was also a title sponsor of the NASCAR Cup Series race which was held at the Michigan International Speedway and its own FireKeepers Casino 400.

Stakeholders Commend the Partnership as Holding Much Promise for Safe Betting

Major stakeholders, especially representatives of both parties have lauded FireKeepers commitment to safe and secure wagering in the state. In a press release, Jim Wise, the Vice President of Marketing and Sports/Online Gaming at FireKeepers expressed his satisfaction with the deal extension.

“We are very excited to be working with U.S. Integrity as we have continued to see solid growth in sports betting, both on-premises and digitally. Having USI as a partner ensures the safest bets for our guests, as we have the ability to identify potentially suspicious wagering activity in real time,” said Wise.

USI’s CEO and Co-founder, Matthew Holt concurred:
“U.S. Integrity is proud to partner with FireKeepers Casino Hotel and assist with the protection of their sports-betting platform. USI’s mission is to provide conflict-free, best-in-class insights and compliance solutions to our clients. We are looking forward to working with the outstanding team at FireKeepers Casino Hotel. Their commitment to fair and safe sports wagering aligns with the integrity standards USI aims to uphold throughout the legalized sports-betting market.”

This partnership news comes several weeks after US Integrity agreed a new deal with ZenSports to provide its integrity monitoring services  through its proprietary dashboard. ZenSports is a traditional sports betting platform that was recently acquired by KeyStar. The platform provides peer-to-peer sports betting services and is looking to launch into the US market with Tennessee in June 2023.

Eduardo Rodriguez In Top Contention for Cy Young Award

The Detroit Tigers, despite their mediocre record of 25-28, find themselves in second place in the American League Central, a division considered the weakest in Major League Baseball. Led by 22-year-old centerfielder Riley Greene and veteran starter Eduardo Rodriguez, who is putting up impressive numbers, the Tigers have exceeded expectations.

However, sportsbooks are still skeptical of their postseason chances, as preseason projections were not in their favor. To have a shot at the playoffs, the Tigers will need to continue performing well, maintain a strong bullpen, and hope for setbacks from their division rivals, particularly the injury-prone Minnesota Twins. The possible call-up of top prospects and improved performances by key players will also be crucial.

Caesars Sportsbook MI currently places the Tigers at 15/1 odds to win the AL Central, despite starting the season with 32/1 odds. Impressively, Eduardo Rodriguez has also been tipped to win the Cy Young award for his tremendous performance. He currently stands at 35/1 odds at BetRivers MI, a big boost from his 100/1 odds at the start of the season.

Jessica is a news contributor to Gamble Online Michigan. She holds a Bachelor's degree in Economics but has over three years of experience working in the hospitality and gambling industry. Despite her core finance and investment banking background, she has been a casino feature writer for N1 Interactive Limited and multiple gambling affiliate sites. Her work has been featured on the bet365 blog, casino.zone and Max Force Racing. She spends her time between Michigan and California, staying up-to-date on the latest industry developments