Who’s Bringing Digital Gaming to This Michigan Casino
Aristocrat Interactive just went live with its iGaming and sportsbook platform at FireKeepers Casino Hotel in Battle Creek, Michigan. The deal extends a partnership that’s been running for years.
FireKeepers is a tribal casino. And this launch shows how Aristocrat Interactive works with tribal operators on digital expansion.
Nir Hakarmeli runs iGaming and sports at Aristocrat Interactive. He said FireKeepers has been “a valued customer of the Aristocrat family for many years.”
Why This Digital Move Makes Sense Now
The timing reflects where tribal casinos are headed with online gambling. Michigan allows iGaming, so FireKeepers can now operate digitally alongside its physical property.
But there’s a bigger play here. FireKeepers wanted to connect its digital and physical operations through one rewards system. Players earn points online and use them at the casino. Or vice versa.
CEO Frank Tecumseh called it “a significant step forward” for their digital presence. The integration creates what Hakarmeli described as a “natural evolution” of their existing work together.
What FireKeepers Gets From the Platform
The package includes several core systems. FireKeepers gets a customizable player account management system (that’s the PAM in industry terms). They also get the sportsbook platform itself.
Services cover customer support, responsible gaming tools, risk and fraud monitoring, plus payment processing. Aristocrat Interactive handles the tech infrastructure.
FireKeepers also gains access to Aristocrat’s content library. That means slots and other games from their portfolio. The goal is what both companies called a “seamless” omnichannel experience (though players will judge if it actually feels seamless).
How This Changes FireKeepers’ Operations
The digital platform ties directly into FireKeepers’ existing rewards program. Players can now gamble online and rack up points that work at the physical casino.
That’s useful for a property this size. FireKeepers runs 2,700 slot machines, 63 table games, and a 21-table poker room. The hotel has 446 rooms. So there’s plenty of places to spend those rewards.
Tecumseh said the integration “generates the best returns for everyone who interacts with the FireKeepers brand.” Translation: they want people using both the digital and physical properties, not just one or the other.
Aristocrat Interactive brings industry experience to the partnership. The UNLV International Gaming Institute recently named them a founding member of its AI research hub (the AiR Hub). They’ll use that position to support research initiatives alongside building products for clients like FireKeepers.
