Caesars Entertainment launches Horseshoe Online Casino in Michigan, replacing WynnBET

Caesars Entertainment has officially launched Horseshoe Online Casino in Michigan, marking the end of WynnBET’s presence in the state. The move comes after Caesars acquired Wynn’s Michigan online gaming license earlier this year, a deal that was completed in June. This transition signals Caesars’ first use of the Horseshoe brand, well-known in the world of land-based casinos, for online gaming.

The state of Michigan allows for 15 online gambling licenses, each connected to a tribal entity with a physical casino. Caesars’ entry into the Michigan market was facilitated through a partnership with the Sault Ste. Marie Tribe of Chippewa Indians, which holds the gaming license through its affiliation with the Turtle Creek Casino & Hotel. Additionally, Caesars maintains a partnership with the Grand Traverse Band of Ottawa to operate its Caesars Palace online platform in the state.

This transition marks WynnBET’s full departure from the U.S. online casino market. Over recent months, WynnBET had already ceased operations in several other states, including New Jersey, New York, Arizona, and Virginia. In Michigan, WynnBET initially entered the market in January 2021, generating approximately $175 million in revenue during its time, placing it eighth among the state’s 15 licensed operators.

Former WynnBET customers in Michigan will have the option to transfer their accounts to the newly launched Horseshoe Online Casino and will also gain access to Caesars’ loyalty program, Caesars Rewards.

For Caesars, the addition of the Horseshoe brand represents a valuable opportunity. Rather than letting the WynnBET license go unused, the company has chosen to repurpose it under the established Horseshoe name, offering Michigan gamblers a familiar alternative.

Caesars now provides Michigan players with three distinct options: limited online casino games via its Caesars Sportsbook app, a standalone Caesars Palace online casino app, and the new Horseshoe Online Casino.

With the introduction of Horseshoe, Michigan maintains its full roster of 15 licensed online casinos, preserving the competitive landscape of the state’s gaming market. Caesars, meanwhile, capitalizes on the limited number of available licenses in Michigan, which contrasts with more open markets like Pennsylvania and New Jersey, where the number of operators is unrestricted.

Caesars Sports and Online Gaming President Eric Heisson has expressed optimism about Horseshoe’s potential to grow within the company. Speaking earlier this year, Heisson acknowledged that while the Horseshoe brand might not match the strength of Caesars’ flagship brand, it could still serve a key role in attracting more traditional gamblers, thanks to its long-standing association with brick-and-mortar casinos.

However, he tempered expectations, noting that the Caesars’ brand online presence remains the company’s primary focus and had already established a year-long head start in Michigan.