BetMGM Opens in Indiana with Plan to Compete Against DraftKings, FanDuel in Lucrative Sports Betting Market

Posted on: February 27, 2020, 03:16h. 

Last updated on: July 26, 2022, 12:01h.

Indiana welcomed its fifth mobile sports betting application earlier this week when BetMGM went online in the Hoosier State. The addition of the Roar Digital product shows that while the sports wagering market has been legal for less than six months, it’s quickly reaching maturity.

With special betting offers tied to Indiana, Purdue, and other in-state college basketball teams, BetMGM – the Hoosier State’s newest mobile sports betting app – is using Indiana’s favorite sport to quickly attract customers. (Image: Mitch Eavey/Purdue Athletics)

BetMGM now is available in three states, with Indiana joining New Jersey and West Virginia. Roar Digital CEO Adam Greenblatt said its newest state represents a key market for the company.

“Indiana marks an incredibly important expansion for us as we look to solidify our presence in the Midwest and continue to bring BetMGM to new states in the US,” Greenblatt said in a statement.

Roar Digital is a joint venture between MGM Resorts International and GVC Holdings, a British-based sports betting technology company.

BetMGM entered Indiana through a market-access agreement with Boyd Gaming, which operates the Belterra Casino Resort and the Blue Chip Casino Hotel Spa. The deal allows Roar Digital to offer the application – there will not be a retail BetMGM sportsbook – across the state. Each licensed sportsbook is allowed to work with up to three applications, or skins.

The app is available on both Android and iOS mobile operating systems. Bettors can also access it from a laptop or desktop computer.

BetMGM Offering Special Hoops Promotions

As a sports betting island, Indiana’s sportsbooks and mobile apps have helped draw customers from its four neighboring states, all of which have sizable populations and rabid fan bases to which they can market. As a result, the state’s licensed sportsbooks took in $170.8 million in bets for January, the fourth- largest handle of the legal sports betting states.

More than 72 percent, or $123.3 million, of that was bet using mobile applications, and DraftKings and FanDuel accounted for all but about $7 million of the online market.

FanDuel and DraftKings have taken aggressive action to gain customers in the state, Beyond just offering deposit matches and risk-free bets, the companies have also created special spread or total promotions that are essentially automatic wins to entice new customers.

A spokeswoman for Roar Digital told BetMGM is ready to jump into the fray.

We’re fully aware of the competitive landscape in Indiana and have every intention of competing head-on by offering great promotions on BetMGM for sports fans in Indiana,” Roar Digital’s Elisa Richardson said.

Beyond a risk-free first bet of up to $500, BetMGM is offering specials geared toward the state’s favorite sport – college basketball.

For starters, from now through the start of the NCAA Tournament, a customer’s first college basketball bet of the week will be risk-free up to $20. In addition, once a week customers can bet $10 or more on any Indiana college team and get a $10 free bet. Both specials will require customers to opt-in to receive them.

Indiana has a rich history in professional and amateur sports and a strong fan base,” said Scott Butera, president of interactive gaming for MGM Resorts. “We believe that the sports betting opportunities offered by BetMGM, and access to MGM’s world-class entertainment offerings and resorts, will be well-received.”

BetMGM will also offer a special promotion geared to boost live betting on any basketball game. The more live bets a customer makes, the more free bets they will receive.

There is also a promotion for hockey fans to earn free bets through NHL wagers.

Buffalo Wild Wings Partnership in Play

Roar Digital also plans to capitalize on its partnership with Buffalo Wild Wings to help draw customers. The sports bar has dozens of locations across the state.

Richardson said Indiana’s Buffalo Wild Wings locations will be “co-branded” with BetMGM signage throughout each facility.

Those who have played the BetMGM free-to-play game will receive a special offer from BetMGM.

“Over the next couple of weeks we’ll also be rolling out a co-branded television stream created by BWW in partnership with UPshow which will feature BetMGM odds that will be shown on TVs across all of BWW’s Indiana locations,” she added. “In addition, we will be running co-branded advertisements across Indiana and hosting a market entry event, with details to be shared at a later date.”