888 goes big in Michigan with Sports Illustrated online casino debut
Operator builds on SI Sportsbook partnership with igaming launch and advertising campaign across TV and social media
888 has confirmed the launch of its first Sports Illustrated (SI) online casino app to players in the igaming state of Michigan.
The launch is the firm’s first igaming offering under the SI brand, which previously has operated purely as a sports betting app, featuring 500+ games including live casino and daily jackpot games.
SI tie-in games, including the Sports Illustrated Swimsuit Party and the Sports Illustrated Arcade, are included on the new app, which will integrate fully with the firm’s sportsbook offering in states where it has launched.
A free-to-play game has also been unveiled, hosted by SI Sportsbook & Casino artificial intelligence-powered host Sierra Covers.
The move forms part of 888’s US strategy of targeting states where both online sportsbooks and igaming are legal.
888 US president Howard Mittman lauded SI’s igaming debut as an “exciting moment” for the London-listed operator’s US division, citing the “unique value and position” that the SI Casino could bring.
“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,” he added.
888’s Michigan launch includes a new creative campaign in partnership with New York-based award-winning advertising agency The Vault, built around the tagline “We Know What It Means To Play. No Matter The Game.”
The campaign features 6-, 15-, and 30-second video spots distributed via broadcast, online, and social media platforms. Full details of these spots have not been released by 888 at the time of publication.
The Vault managing partner Jon Paley welcomed the opportunity to work with Sports Illustrated, highlighting its brand history in the US.
“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,” Paley added.
888 launched the SI Sportsbook in 2021, concluding a multi-year agreement with the US-based magazine’s parent company Authentic Brands Group under which the two would collaborate on a US offering.
The sportsbook brand is live in Colorado, Virginia, and Michigan.