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Great Lakes, Great Stakes

Since its launch in January 2021, Michigan has become one of the biggest online gaming markets, due to the fact it is one of the few states that offers both iGaming and mobile sports betting. The influence of the market is reflected in the amount of promotional spending by operators, which has only increased over time.

According to data from the Michigan Gaming Control Board and published by PlayMichigan.com, the projected 2024 promotional spending totals for four of the state’s top five iGaming operators—FanDuel, DraftKings, Caesars and BetRivers—are all expected to exceed their outputs from both 2023 and 2022 (see chart, below).

BetMGM had been the top spender by far in both previous years, investing $55.6 million in 2022 and $58.6 million in 2023, but for 2024 that title will likely go to FanDuel, which is projected to shell out $59.6 million this year as opposed to just $40.5 million in 2023.

In Michigan, promotional deductions for iGaming fall under a graduated scale: in years 1-3, operators can deduct up to 10 percent of gross receipts, which then falls to 6 percent in year four, 4 percent in year five and 0 percent in year six and beyond.

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