4ThePlayer Becomes Latest Fully Licensed Internet Gaming Provider in Michigan

4ThePlayer is fast becoming one of the most prominent online casino game suppliers in Michigan. Prior to its launch in Michigan, 4ThePlayer went live in New Jersey in August 2022. The UK-based company made its foray into the Wolverine State back in October 2022 and obtained a provisional operating license in the same period. However, the Michigan Gaming Control Board has now upgraded its provisional license to a full one.

This development means Michigan will become the first US state where the internet gaming supplier will launch full operations. Granting a full license also represents a big leap for overseas suppliers in the Great Lakes State as well as for 4ThePlayer’s plan for North American expansion.

After about nine months of operation with a provisional license, the Michigan Gaming Control Board has finally granted 4ThePlayer a full license to supply online casino games in the state. According to a press statement issued by the brand, this license allows the company to directly partner with Michigan online casino license holders with a view to offering 4ThePlayer’s proprietary games on their platforms.

In a press release celebrating the grant of the full license, Chris Ash, the Co-Founder and Business Development Director of 4ThePlayer expressed joy at the development. He also noted that the company was open to working with other brands in the industry.

“We are overjoyed to announce this latest achievement in our US market strategy. Michigan's online casino market presents an exciting landscape for us to share our games with a passionate audience,” Ash said. “We are also actively working on expanding our presence into additional states, underscoring our commitment to regulated markets in general. We invite all interested parties to meet us at G2E in Las Vegas for a deeper dive into our exciting plans for the coming year!”

It is no surprise that 4ThePlayer has singled out Michigan and New Jersey as potential states to start its proposed expansion into North American markets. So far in 2023, Michigan online casinos have already generated north of $150 million in revenue monthly. So, the company may be looking at securing profits in such a thriving market.

4ThePlayer was founded in 2009 and operated as Ash Gaming until recently when it changed its brand name. It has since built a reputation for classic table games and video slots which are considerably popular in European markets. Despite having agreements in place in New Jersey, Michigan will now be the first US state where 4ThePlayer officially launches its full gaming offering. The London-based games supplier has also engaged Gaming Realms as its technology partner.

The perks of a full license are immense, both for 4ThePlayer and for players at Michigan online casinos. Prior to now, classic games such as 9K Yeti and 3 Secret Cities were already available for players in the Great Lakes State. But now, more niche games for the North American market will be introduced. 4ThePlayer has also announced that it would launch 6 Wild Sharks—one of its bestsellers in the UK—into Michigan.

Away from foreign suppliers and back to US-based brands, Light & Wonder, formerly known as Scientific Games Corporation, has now extended the scope of its partnership with Warner Bros. Light & Wonder recently entered into a multi-year partnership deal with Warner Bros. This deal will enable Light & Wonder to create special themed slots from trademarked Warner Bros. entertainment brands.

For instance, the slots supplier has also announced that it would release a Willy Wonka: World of Wonka slot game as the first in a line of titles from the partnership.

“The Warner Bros. Discovery brand portfolio is legendary, and our partnership has led to the creation of some of the world’s most popular casino content, including Willy Wonka: World of Wonka,” Light & Wonder iGaming CEO, Dylan Slaney said in a press release. “To bring this title online for the first time is incredibly exciting and we can’t wait to deliver for our operator partners and their players. This is a huge step forward in terms of presenting our omni-channel vision to the world, as we continue to develop the most entertaining branded content available anywhere on the market.”

By 2024, both companies also aim to release a game inspired by The Wizard of Oz: Road to Emerald City. All of Light & Wonder’s catalog is available at top Michigan casinos like BetMGM Casino MI and FanDuel, among others. Over a five-year period, players can expect impressive releases styled after famous movie and cartoon titles within the Warner Bros franchise.