Today's launch of Caesars Entertainment's Horseshoe Online Casino brand in Michigan is no routine launch. Caesars currently has six live online gambling brands, more than any other gambling operator in the United States.
Touted by Caesars as a “state-of-the-art” platform, Horseshoe is designed to appeal to “more experienced players.” It's hard to know exactly how Caesars defines “more experienced,” but it could refer to anything from age to experience to funding.
No matter what kind of players Caesars is looking to acquire, what's clear is that the company is leveraging a “multi-brand” approach to attract as many different audiences as possible.
“The Horseshoe brand is powered by a promise to put players first,” Matt Sunderland, Caesars Digital's senior vice president and chief gaming officer, said in a press release on Monday, October 7. “A brand with such a storied past deserves an online equivalent that pays homage to the heritage it has established in the gaming industry, and that is what we have created with Horseshoe Online Casino. strengthens our multi-brand online casino strategy by seamlessly bringing our world-class Caesars brand into the hands of our players.”
Caesars announced the planned development during its second quarter earnings call in July. The company also offers online casinos under the brands Caesars Sportsbook & Online Casino, Caesars Palace Online Casino, Harrah's Online Casino, Tropicana Online Casino, and WSOP.com.
Fusion of history and technology
Horseshoe Casino has existed in one form or another on the Las Vegas Strip for 51 years. It was first owned by MGM and named the MGM Grand, then owned by Bally's and eventually acquired by Caesars. The company renovated the building in 2022 and rebranded it Horseshoe Casino in honor of the original Binion's Horseshoe. Binion's opened in 1951 and closed in 2009.
Caesars wrote that Horseshoe has a “tradition of celebrating casino players who know what they want.” The platform has an overall horseshoe theme. Additionally, it's built on a “natively built proprietary gaming platform with a bespoke bonus engine.”
The company plans to strive to offer similar services online. After Michigan, Caesars plans to launch in New Jersey, Ontario, Pennsylvania and West Virginia, pending regulatory approval. There are 10 Horseshoe-branded brick-and-mortar casinos across the United States.
The new platform features custom game titles from the Horseshoe brand.
Caesars was launched through a market access partnership with the Sault Ste. Marie Tribe of Chippewa Indians. The platform is Caesars' third in Michigan, with Caesars Palace Online Casino and Caesars Sportsbook & Casino already in operation.
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