888 looks to Sports Illustrated retail sportsbook opening with OpenBet deal
Operator expands first-of-its-kind offering into Michigan with Island Resort & Casino
888 has agreed a partnership with OpenBet to launch the first-ever retail Sports Illustrated (SI) Sportsbook offering at the Island Resort & Casino in Michigan.
Under the partnership, OpenBet will provide comprehensive trading system services, as well as betting counters and self-service kiosks to power the retail sportsbook launch.
888 already has a Michigan sportsbook footprint through the SI Sportsbook app and expanded its operations to include an online casino offering in March 2023.
The launch will mark the first time 888 has operated a retail sportsbook in the US, with the firm also operating retail sports betting shops in the UK, gained as part of its acquisition of William Hill.
888 partnered with Sports Illustrated parent company Authentic Brands Group in June 2021, with the operator keen to leverage the brand’s 60 million monthly unique web visitors and some 250 million social media followers.
The brand has taken a slow and steady expansion road since then, expanding sportsbook operations to Colorado, Virginia, and Michigan.
888 US president Howard Mittman welcomed the partnership in a statement, lauding its potential to power growth for the SI brand.
“Our alliance with OpenBet to power Sports Illustrated Sportsbook, celebrated with this launch, paints a promising future for the retail betting landscape in Michigan,” Mittman remarked.
“As we stand on the cusp of this exciting new chapter, our collective vision and expertize are set to redefine customer experiences,” he added.