888 Launches Sports Illustrated Online Casino in Michigan

By Filip
Published March 13, 2023

888 confirms the Sports Illustrated online casino debut in the state of Michigan. The SI online casino app is a first in the States, as the Sports Illustrated-888 partnership has only offered online sports betting thus far.

  • The Michigan launch is an online casino debut for Sports Interactive
  • The casino app will offer over 500 games, including live casino

Multi-Purpose App for Michigan Players

The Sports Illustrated casino app will feature 500+ casino games, including online slots, a live dealer lobby and a host of jackpot games. Previously, the SI betting app was only live for sports betting in Colorado, Virginia, and Michigan. 

The Sports Illustrated casino app aims to go live in all states where sports betting is legal. The goal is to offer users a multitude of gambling options, covering both casino and sports wagers in one app. Therefore, we’ll only see the SI casino app become available in states where sports betting is already legal. Fortunately, these moves would cover more than a dozen states, including New Jersey, West Virginia, and Pennsylvania.

Launch Backed By Strong Ad Campaign

Sports Illustrated’s iGaming debut paired 888 US with famous New York marketing agency – The Vault – lauding the words “We Know What It Means To Play, No Matter The Game”. 

The ad campaign is spread across Internet media, TV, and radio. It includes various ad segments lasting between 6 to 30 seconds. The Vault’s Jon Paley highlighted the importance of Sports Illustrated’s historic brand recognition in the US, adding the following:

The creative we collaborated on highlights SI Casino’s unique offering by showcasing how playing is another exciting form of fandom and that fans love to compete no matter what the game may be.

888 US president, Howard Mittman, didn’t hide his excitement and lauded a unique experience on offer through the SI Casino app:

“SI Sportsbook has received an extraordinary reception in the market, and we believe SI Casino ups the ante by not only providing new and innovative ways to play, but by introducing a new and differentiated experience for frequent and casual players throughout the state”

About 888 and Sports Interactive

888’s US division entered a partnership with Sports Illustrated magazine’s parent company, Authentic Brands Group, in 2021. This partnership led to the creation of the SI Sportsbook, and now SI Casino.