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Caesars And NHL Renew Partnership, Pave Way For NHL-Branded Online Games

Written By J.R. Duren on March 8, 2024
New Jersey Devils Goaltender Steps The Ice

The NHL could carve its way into Caesars Palace Online Casino soon.

Caesars Entertainment and the NHL announced they’ve renewed their partnership in a multi-year deal that will allow Caesars to offer NHL-branded slots titles in the company’s online casinos for the first time.

Ceasrs Digital President Eric Hession said the Las Vegas-based company has a front-row seat to the excitement of the NHL thanks to the defending Stanley Cup champions Las Vegas Golden Knights.

“This partnership extension with the League continues our efforts to build on that fan passion by bringing unforgettable experiences to all of our valued customers across both sports betting and online casino,” Hession said in an NHL news release.

Caesars, NHL partnership renewal opens up online casino game development

That Caesars gets to work with its partners to build NHL-themed games is a nice boost for the company’s iGaming portfolio. Caesars is in a dogfight for handle and revenue in the four states where the company offers online casinos:  Michigan, New Jersey, Pennsylvania, and West Virginia.

The first three states in that list collectively generate billions of dollars in bets every year. Here’s a snapshot of how those states’ online casinos performed in January:

  • Michigan: $181.9 million
  • New Jersey: $183.3 million
  • Pennsylvania: $149.6 million

Getting the upper hand in those markets is a combination of many things, one of which is game recognition and variety. Caesars’ ability to create NHL-branded games gives them an avenue for new revenue. But it can also build the devotion of casino customers who are also NHL fans.

There are four NHL teams in the four states where Caesars Palace Online Casino operates:

  1. Detroit Red Wings (also has a branded game with PokerStars)
  2. Pittsburgh Penguins
  3. Philadelphia Flyers
  4. New Jersey Devils

The Penguins and Red Wings are two of the oldest franchises in the league, too. Storied teams have storied fan bases that overlap with Caesars’ online casino users. This presents what could be a good opportunity for Caesars’ customer acquisition.

The ability to offer NHL-branded games helps Caesars gain ground on BetMGM’s hockey-loving online casino base. BetMGM launched its first NHL-branded online casino games in late 2022.

High-roller experiences and playoff promotions are included in the deal

The NHL noted that the contract renewal with Caesars Entertainment (NASDAQ: CZR) allows the gaming operator to offer its Caesars Reward customers VIP experiences. Additionally, the league will allow Caesars Sportsbook and Caesars Rewards branding in certain markets including Michigan, New Jersey, Pennsylvania, and West Virginia during NHL playoff broadcasts.

NHL Vice President of Business Development Jason Jazayeri said:

“Since the inception of our partnership with Caesars, together we have focused on innovative ways to engage our passionate fanbase. We look forward to the next chapter of our relationship focused on delivering unparalleled access to our sport for NHL fans.”

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J.R. Duren

J.R. Duren has covered the gambling beats for more than a dozen states for Catena Media since 2015. His past reporting experience includes two years at the Villages Daily Sun, and he is a first-place winner at the Florida Press Club Excellence in Journalism Contest.

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