Analysis

Heightened competition good for gaming states

With brands like PointsBet, betMGM, Flutter and Rush Street Interactive set to launch in Michigan, the state demonstrates how competition is good for the consumer.

A glance at the list of operators hoping to launch into Michigan should the state legislators give them the nod in November highlights how competitive the sports-betting scene is in newly-regulated states.

Among the names set to go live are Barstool Sports, marking its second state launch after Pennsylvania.

PointsBet, betMGM, Rush Street Interactive, Flutter and BetAmerica are also all set to join the race.

It highlights how a state which opens up – as Michigan is likely to do – fully to online sports-betting with an array of competitors will provide its citizens with the best gaming options.

As New Jersey has shown, healthy competition leads to increased activity from players and operators, but also much needed tax revenues for states.

Points mean prizes

According to the Wedge Index, the more top-level competitors fighting it out for custom in a state, the better its gaming-friendliness.

Each sportsbook operational in a state adds a certain amount of points to the state’s Wedge Index tally. Every operator is accorded points according to a weighting of consumer standing.

Brands such as betMGM, Barstool Sports, FanDuel and DraftKings – all certain to take their place in the Michigan market when it opens – are top-tier brands worth four points each to a state’s points tally.

Michigan is currently tied 13th in the Index. 

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Scott Longley

Scott Longley has been a journalist since the early noughties covering personal finance, sport and the gambling industry. He has worked for a number of publications including Investor's Week, Bloomberg Money, Football First, EGR and GamblingCompliance.com. He now writes for online and print titles across a wide range of sectors.

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