How A Tiny Upper Peninsula Tribe Bagged DraftKings As A Betting Partner

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Located in the eastern Upper Peninsula, the Bay Mills Indian Community may appear improbable to initiate significant actions.

However, when the opportunity for online gambling emerged, the Michigan tribe aimed to conquer the largest target available.

If you want to stay ahead in the growing mobile sports betting app market, make sure you have DraftKings Sports Betting in your sights.

“Last week, Bay Mills tribal chairman Bryan Newland expressed, ‘We proposed the idea of embarking on a hunting expedition, aiming to secure the most suitable partner who aligns with our cultural values and aspirations.'”

“We accomplished just that.”

Bay Mills Resort & Casino in Brimley has announced a collaboration with DraftKings for the provision of mobile sports betting, online casino services, and the establishment of a retail sportsbook on its premises.

During a thought-provoking webinar interview, Newland engaged in conversation with Victor Rocha from Pechanga.net, facilitated by the National Indian Gaming Association.

The discussion covered a broad range of topics and extensively explored the prolonged process of implementing online gambling in Michigan.

Last week, Matthew Kredell of Playinmichigan wrote an indispensable story on those broader topics, which is essential for anyone seeking to gain insights from Michigan’s process.

Bay Mills tribe has ambitious past

According to its website, the Bay Mills Indian Community has a membership of slightly over 2,000, making it significantly smaller than numerous other Native American communities in Michigan.

In every aspect, Brimley is far removed from Detroit.

The destination is located just a few hours away by car, following Interstate 75, crossing the Mackinac Bridge, and a short distance from Canada through Sault Ste. Marie.

Although it is a long shot, Newland expressed hope that the DraftKings name will attract more visitors to Bay Mills and Kings Club Casino, the other nearby Bay Mills property. The tourism appeal of going Up North is uncertain.

However, in the gaming industry, the Bay Mills tribe is far from being inexperienced.

The tribe holds the distinction of being the pioneers in the United States casino industry, as they were the ones who introduced the first-ever casino, Kings Club, in 1984.

He stated that they played a significant role in paving the way for other tribes to navigate in Michigan. As a tribe and as an organization, they possess great expertise in dealing with such matters.

In the past, the tribe has faced intricate legal matters involving gambling expansion proposals and fishing privileges.

According to Newland, Bay Mills is well-acquainted with taking risks in both business and interpreting legal authorities. He emphasized that the company takes pride in its ability to adapt quickly and stay ahead of the curve.

Bay Mills surveyed the global online gambling scene

The online gambling market’s size, complexity, and global reach initially surprised Newland.

He expressed surprise at the sheer number of these companies that existed.

From American mainstays like DraftKings and FanDuel to multinational outfits headquartered in Europe and Australia, companies covered a vast range.

Newland acknowledged that the process of partnering between online companies and Michigan’s 15 casino operators had its fair share of drama, but he refrained from revealing any specific insider information.

It’s highly likely that you could create a Netflix series based on it.

However, from early on in the process, Bay Mills focused its attention on a renowned American company.

DraftKings emerges as the desired partner

Newland emphasized the significance of Bay Mills partnering with an industry leader to ensure long-term sustainability.

According to Newland, a few major players tend to dominate internet commerce. He pointed out that instead of using AskJeeves, people now primarily rely on Google for their online searches.

DraftKings has established itself as a reliable and successful brand, leading the sportsbook market in multiple states and already dominating the daily fantasy sports sector in Michigan.

Newland made light-hearted remarks about going to the gym and purchasing flowers, yet emphasized that the courtship had been meticulously orchestrated.

Officials from BMIC conducted a thorough analysis of the online gambling market in New Jersey, displaying significant curiosity about William Hill.

According to Newland, having a good fit is crucial. Being a supporter of the Detroit Lions, he has observed numerous high-profile free agents who ultimately fail to meet expectations.

Many times, the reason is that they do not match or suit well.

Bay Mills, DraftKings both willing to gamble, lead

Newland observed how DraftKings, a pioneering company, took bold risks by integrating SBTech’s technology platform in-house and successfully going public.

“We shared a remarkably similar narrative,” remarked Newland in reference to his tribe and the company. “They ventured into the realm of daily fantasy sports before the legal framework was well-defined. They pursued what they believed was in their utmost advantage and allowed others to follow suit.”

“At Bay Mills, our identity aligns perfectly with their inclination to innovate and actively shape the market, rather than passively relying on others. Consequently, it was the most logical decision for us.”

In the absence of a template, the entities collaborated and assembled a management contract. The partnership between Bay Mills and DraftKings was officially announced in June.

“We encountered some challenging and intricate areas,” stated Newland. “In certain sections, we had to incorporate elements from various models, but ultimately managed to adapt and make it functional for our needs.”

Some Michigan tribes going on their own

Several prominent tribal casinos in Michigan are intending to develop and launch their own online gambling applications.

For decades, brands like Soaring Eagle Casino Resort in Mount Pleasant and FireKeepers Casino in Battle Creek have invested significant sums of money to promote themselves in the region.

In addition to teaming up with various technology companies, the tribes associated with Four Winds Casino in New Buffalo have opted to develop their own product instead of collaborating with a global betting brand.

Newland expressed his enthusiasm for the endeavor and extended his best wishes to groups such as the Saginaw Chippewa Indian Tribe from Soaring Eagle.

Newland stated that if they had the necessary resources and determination, they would have extensively considered that option for a longer period. He further expressed that the complexity of the matter surpassed his initial expectations.

According to Newland, the challenges that tribes face include developing the technology, negotiating rights fees, and dealing with logistical issues caused by the COVID-19 pandemic. Newland emphasized that Bay Mills cannot tackle these problems on its own and must seek collaboration.

Newland explained that they lack the necessary resources to create their own mobile platform. He emphasized the importance of establishing brand awareness, which unfortunately they were unable to achieve due to resource constraints.

I highly admire our relatives who engage in that practice, as it truly exemplifies sovereignty by creating their own possessions.

However, the agreement with DraftKings was suitable for us.

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