NorthStar Gaming Holdings Inc. announced a series of enhancements to its NorthStar Bets online betting platform. The latest product innovations are crafted to elevate and consistently surpass the expectations of NorthStar Bets customers, reinforcing the Company’s position as the definitive premium choice in the gaming industry.

“We are excited to roll out a broad range of product enhancements to our customers. Innovation has always been a core value for NorthStar as we seek to maintain a best-of-breed platform that evolves alongside changing preferences and emerging technologies. We focus on upgrades that will differentiate us in the marketplace, simplify the customer experience, and reinforce our premium positioning,” said Michael Moskowitz, Chair and CEO of NorthStar.

NorthStar’s product innovation strategy can be summarized by two complementary propositions. “Incrementally Better” refers to ongoing, often small-scale improvements aimed at optimizing such attributes as reliability, trust, speed, simplicity, and performance. “Fundamentally Different” means targeting efforts on features or offerings that are highly valued, drive customer loyalty, and set NorthStar apart from competitors.

Product enhancements recently introduced by NorthStar include the following:

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• Strengthened Casino section. A new streamlined navigation simplifies the user experience, while NorthStar’s selection of games and titles has doubled since the start of 2024.

• NorthStar Elite Blackjack. A bespoke branded table crafted to exceed the exacting standards of VIP players, embodying the premium experience that defines NorthStar Bets.

• Sports Insights 2.0. Overhaul of industry-leading sports content vertical with new features, statistics, design, and user experience, launched on NorthStarBets.ca.

• Enhanced Sportsbook.

a. Dynamic Navigation: The latest innovation introduces a feature that streamlines navigation, quickly guiding users to top sports and events, minimizing the steps required to place a bet.

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b. Personalized Prop Bets: An advanced AI-driven algorithm analyzes individual betting patterns to generate customized prop bets that are tailored to each customer’s betting history.

c. Intelligent Parlay Suggestions: This intuitive functionality also appears on the bet slip, where companion bets are offered to enhance single bets, enabling customers to effortlessly create logical parlays at the point of the bet decision.

“Today’s announcement offers a preview of the innovation fueling our 2024 strategy. Our product team is executing an ambitious roadmap that balances incremental advancements with groundbreaking features, all meticulously crafted to elevate the attributes our customers value most-reliability, performance, and simplicity,” said Dean MacNeil, VP of Product & Managed Services at NorthStar.

“As a premium brand, we strategically harness innovation to amplify our appeal to high-value customers, solidifying our distinct advantage in the industry. By consistently enhancing the customer experience, we reaffirm our commitment to delivering a premium service that drives strong customer satisfaction and earns their loyalty.”

Caesars Entertainment Inc. and the Detroit Lions announced a new partnership, making Caesars Sportsbook an Official Sports Betting Partner and Caesars Entertainment the Official iGaming Partner of the Detroit Lions. The collaboration with the defending NFC North Champions combines custom fan experiences for Caesars Rewards members with dynamic sponsorship assets and the use of official Detroit Lions logos and marks in multiple online casino games coming to Caesars’ digital platforms.

The first online casino game launch on behalf of this partnership will be a Live Dealer blackjack game featuring a custom-made Detroit Lions felt. The game is set to go live exclusively in Michigan at the start of the 2024-25 NFL season on Caesars Palace Online Casino and Caesars Sportsbook & Casino for online casino players 21 and older.

“We’re thrilled to partner with the Detroit Lions to bring opportunities to their fans that cater to their interests and are unique to the royal experience only Caesars can deliver. We’ve enjoyed a great relationship with sports fans in Michigan, and partnering with one of the most passionate fan bases in the NFL will help us grow that connection as we continue to expand our offerings in the state with the launch of Horseshoe Online Casino later this year,” said Eric Hession, President of Caesars Digital.

“As we embark on this season, we’re proud to enhance our fan experiences with Caesars Entertainment. This partnership will unite Lions fans who are passionate about the team, offering them exclusive opportunities to engage with us both at Gamedays at Ford Field and through Caesars’ digital platforms here in Michigan,” said Detroit Lions Vice President of Corporate Partnership Mace Aluia.

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Caesars brands, including Caesars Sportsbook, Caesars Sportsbook & Casino, Caesars Palace Online Casino, and Horseshoe Online Casino, will be featured throughout Ford Field during Lions games. Additionally, Caesars brands will also be featured in radio spots on the Detroit Lions Radio Network and in team digital and social media.

This partnership builds on Caesars Entertainment’s presence in the region complementing its operation of the world-class destination, Caesars Windsor, located just across the Detroit River in Windsor, Ontario. The destination celebrated the grand opening of Ontario’s first full-service sportsbook, Caesars Sportsbook at Caesars Windsor, in January 2023, providing an elevated environment for sports fans and fans of the Detroit Lions to enjoy and wager on marque sporting events.

Bally’s Corporation and Palms Casino Resort in Las Vegas announced a strategic partnership offering Bally Rewards members the ability to earn travel rewards at Palms in Las Vegas.

This collaboration aims to enhance the gaming experience for qualified Bally Rewards members to cash in on trips to Palms in Las Vegas. By leveraging their combined expertise and resources, Bally’s Corporation and Palms are committed to delivering an incredible new way to gain rewards and offer unforgettable experiences for Bally Rewards members.

“We are thrilled to join forces with Palms in Las Vegas for this exciting venture. Our goal is to provide our Bally Rewards members with unparalleled rewards and experiences, and this partnership is a significant step towards achieving that,” said Mike Donovan, Chief Marketing Officer and SVP of Gaming.

Bally’s Corporation and Palms Casino Resort in Las Vegas are initially focusing on travel getaways for Bally Rewards members, but they plan to potentially broaden their partnership in the future. By combining the strengths of these two leading companies, they aim to eventually enhance the gaming experience for their guests through tier matching, tournament invitations, and annual trips.

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“We’re pleased to welcome Bally Rewards members to Palms Casino Resort and provide an exciting Las Vegas experience. Partnering with Bally’s Corporation allows us to explore new opportunities and introduce Palms hospitality to Bally’s members,” said Greg Shulman, VP of Casino Marketing at Palms Casino Resort.