Share 
Aristocrat Interactive has joined forces with FireKeepers Casino Hotel in Battle Creek, MI, to create an integrated online gaming and sportsbook platform.
Officially launched on Oct. 8, the omnichannel offers customers a seamless gaming experience between the brick-and-mortar casino and its online offerings.
It’s the latest example of retail casinos that also host online gaming and sports betting combining their services to create a unified experience for customers.
Streamlining the gaming experience
FireKeeper’s new integrated platform uses Aristocrat’s Real Money Gaming technology. The system manages such things as player accounts, payment processing, and customer service across both retail and online verticals.
It also enhances functions related to risk assessment, fraud monitoring, and sports wagering performance.
Now, rewards earned through online play can be claimed at the retail casino and vice-versa. The system also ensures stronger integration of FireKeepers’ loyalty programs across all channels.
FireKeepers CEO Frank Tecumseh emphasized that connecting online and in-person channels “allows us to incorporate our digital gaming operations into our brick-and-mortar rewards program.” He said the partnership enables FireKeepers to deliver greater value to its customers.
Aristocrat deepens commitment with FireKeepers
For Aristocrat, this integration reaffirms the company’s goal to offer its services to a broader audience.
These efforts began with the consolidation of the company’s online divisions in 2024. Entities like Aspire Global, BtoBet, NeoGames, and Pariplay were merged to form “Aristocrat Interactive.” The company’s main objective was to deliver world-class content management.
Nir Hakarmeli, managing director of iGaming and sports at Aristocrat, said its new partnership with FireKeepers represents a natural extension of a long-standing relationship. He noted that FireKeepers has been a valued member of the Aristocrat network for many years.
The new collaboration was built on shared strengths. It combines Aristocrat’s deep industry knowledge with FireKeepers’ dedication to providing high-quality gaming for its players, Hakarmeli said.
An enriched gaming experience
With this launch, FireKeepers Casino Hotel is now one of the first large-scale tribal operators in Michigan to fully implement a unified omnichannel gaming system.
The move is expected to add greater depth to FireKeepers’ already extensive portfolio. This integration is anticipated to further enrich the gaming experiences that customers have come to appreciate.
The AAA Four Diamond resort in Battle Creek sports 2,700 slot machines, 63 table games, and a live poker room. It also features a 446-room hotel and 2,100-seat event center, which hosts a variety of shows and events.
