Caesars Sportsbook to rebrand Emagine Royal Oak's Sports Lounge in Michigan

Emagine Entertainment announced Monday its Emagine Sports Lounge at Michigan’s Emagine Royal Oak movie theater will be rebranded Caesars Sportsbook Lounge Powered by Emagine. This comes after the two brands entered into a partnership, which intends to combine fan engagement opportunities at the Emagine Royal Oak venue, and create a base for Caesars Sportsbook to host events and offer promotions to movie and sports fans. 

As described by Emagine in an official press release, the Caesars Sportsbook Lounge Powered by Emagine is “a full Vegas-style experience with free admission”, which will host a mix of college and professional games including football, baseball, hockey, basketball, tennis, golf, and more. It will feature two stories high, 40-feet wide screens;  cinema sound system; heated leather recliners and seat-side service for preferred food and drink options. 

The lounge will also be equipped with a dedicated display showcasing a variety of betting odds and high-speed WiFi for those interested in using their personal online sports betting account through Caesars Sportsbook. It will also be available for private rentals. Additional locations are planned for the second half of the year. 

In an official press release, Anthony LaVerde, CEO of Emagine Entertainment, spoke about this partnership and said: “Partnering with Caesars is a major milestone in our ongoing commitment to being the most innovative theater chain in the country”. 

Eric Hession, co-president of Caesars Digital, also commented: “We are excited about this partnership with Emagine Entertainment and applaud their ingenuity in creating a sports lounge in a movie theater. This concept should provide an exciting environment for people to enjoy a televised sporting event and for us to connect with new customers while also rewarding our existing loyal customer base”. 

Emagine Royal Oak's sports lounge.

The sports lounge at Royal Oak Emagine cinema complex was opened by Emagine in December 2021 with the intention to provide a place for sports fans to watch their favorite sports live and gamble online. 

While the partnership is expected to boost bettor engagement for Caesars, it will also create a new stream of revenue for the sports lounge, as it has been relying on selling food and beverage only since its opening.

The agreement with Caesars comes after the announcement of the Detroit-based Greektown Casino Hotel’s rebranding as Hollywood Casino at Greektown, as part of the efforts of its operator to streamline the business under its flagship brand.

Caesars also announced Isle Casino Hotel Black Hawk in Colorado will also undergo a transformation process into a Horseshoe brand property under its new name, Horseshoe Black Hawk, which is expected to be completed this summer. 

The company has also signed a multi-year deal with the New York Mets to turn its Caesars Sportsbook into the team's official sports betting partner, in a partnership that includes plans to open a new sportsbook lounge at Citi Field at the Metro Grille, which is expected to open during the 2022 Major League Baseball season.