Online sports betting and casino gaming have taken off in Michigan since launching. For many of the sportsbooks in the state, the online sports betting market makes up for a vast majority of sports betting revenue for casinos. The Barstool retail sportsbook stands apart from the rest, however. The Hollywood Casino at Greektown has partnered with Barstool Sports and has a retail sportsbook at the top of the Grand Staircase at the casino. The Hollywood Casino invested a great deal into the retail sportsbook, and it may just be paying off. Barstool Sportsbook at Greektown is leading retail sportsbooks in total handle and gross revenue in 2022 and is on track to have a record-breaking year.
A look at the numbers
Last year, the retail Barstool location at Greektown generated a total gross revenue of $9.42 million and handled a total of $110 million. It was a close race, however, as MGM Grand had a retail handle of $102.1 million. MotorCity Casino was also close behind in revenue last year at $9.1 million.
In 2022, the Barstool retail sportsbook in Detroit is blowing the competition out of the water. Barstool has had a total handle of $90.3 million through June this year. MGM Grand and Motorcity handled $38.5 million and $28.7 million, respectively. The retail sportsbook at Greektown is also leading in total gross revenue:
- Greektown: $4.1 million
- MotorCity: $2.3 million
- MGM Grand: $1.5 million
The Vice President of Gaming Operations for Hollywood Casino at Greektown, Hugh Flack, attributed the success to how the retail sportsbook was able to differentiate itself in the retail sportsbook market in Detroit.
“We wanted to differentiate ourselves from more than a traditional model,” said Flack. “We feel we were able to create a mix of a sports betting experience with the sports bar and grill experience, which has created a really cool environment that seems to really resonate with not only our casual players but also resonate with a lot of our VIPs in the region as well.”
The sportsbook also has an incredible location. Barstool is located on the upper floor of the casino near the grand staircase. Not even a mile away from Ford Field and Comerica Park, the sportsbook makes the perfect location for pre or postgame gatherings.
“That’s something that we’ve kind of always had even pre-sportsbooks. It’s based on our proximity to the stadiums . . . we’re really the only casino in Detroit that’s located in a vibrant kind of entertainment district near the sports venues,” stated Flack.
The sportsbook boasts 40 betting kiosks, 25 HDTVs, and a 30-foot-long video wall. The company claims they have an outstanding team of sportsbook attendants and as well as management staff available for assistance. They want guests to know that sports betting is at the forefront of everything they do and are focused on providing unrivaled customer service.
Barstool Sports and Hollywood Casino at Greektown currently sit in fourth for overall sports betting handle for the state of Michigan:
Total sports betting handle:
- MotorCity/FanDuel: $1.86 billion
- MGM Grand/BetMGM: $1.56 billion
- Bay Mills/DraftKings: $1.5 billion
- Hollywood/Barstool: $775.8 million
In terms of retail sports betting handle vs. online sports betting handle, Barstool’s retail operations account for a higher percentage of overall sports betting handle than other sportsbooks in the state. BetMGM’s online sports handle, for example, accounts for more than 93% of the total handle for the sportsbook, while FanDuel Online Sportsbook accounts for 96% of its total handle in Michigan. Barstool’s sportsbook at Greektown accounts for 31.3% of the total handle for the brand, meaning less than 70% of their bets are processed online.
The numbers don’t lie, Barstool Sportsbook at Hollywood Casino at Greektown has generated an impressive first half to 2022 and is already on track for a record-breaking year. It will be interesting to watch the brand continue to grow in Michigan and see where they spend future development dollars.
“I think what we found is that the two products are both great but they offer different experiences,” Stated Flack. “We’ve created an environment for people who want to get out of the house, meet up with friends, and have some fun. We offer a great place to come in and watch the game. There are players that are only going to play online, but there are some players that will only play here at the retail sportsbook. But there’s certainly a lot that enjoy both for different reasons.”
Mac Daniel is a South Carolina-based freelance writer for PlayOnlineCasino and PlayOnlineSportsBetting. He has experience writing about a wide variety of topics, including healthcare, tourism, non-profit organizations, and most recently casino and sportsbetting news. To check out more of his work, visit www.playonlinecasinomi.com or www.playonlinesportsbetting.com