In December last year, Emagine Entertainment opened the the nation’s first sports-betting-lounge inside a theater at its Royal Oak, Michigan location. While the theater does not have a gambling license, it opened the “Vegas-style sports lounge” to provide a space for sports fans to gamble online.
That gambit caught the attention of a major gaming operator. Thursday a partnership was announced between Emagine and Caesars Sportsbook. Under the terms of the partnership, the Emagine Sports Lounge will be rebranded as Caesars Sportsbook Lounge Powered by Emagine.
Ceasars says the partnership creates a base for Caesars Sportsbook to host exciting fan engagement events and offer unique promotions to movie and sports fans. Emagine told WXYZ in December that it launched the theater “to give people a communal experience without having to get on a plane and fly to Vegas.”
“We are excited about this partnership with Emagine Entertainment and applaud their ingenuity in creating a sports lounge in a movie theatre,” said Caesars Digital Co-President Eric Hession in a statement. “This concept should provide an exciting environment for people to enjoy a televised sporting event and for us to connect with new customers while also rewarding our existing loyal customer base.”
Betting odds will be shown on dedicated displays and games will be broadcast on the massive theater screens. The lounge has free admission features a cinema sound system, heated leather recliners, individual tables large enough to hold snacks, beverages, and laptops, and is equipped with free high-speed wifi. The Caesars partnership creates a new form of revenue for the theater’s sports lounge, which formerly only made revenue off food and beverage.
“Our commitment to building innovative entertainment experiences for our guests led us to the creation of the sports lounge at Emagine Royal Oak,” said Emagine Entertainment CEO Anthony LaVerde in a statement. “Partnering with Caesars is a major milestone in our ongoing commitment to being the most innovative theater chain in the country.”
Additional locations are planned for the second half of the year.
Rouge Partnership Strategies, based in Southeast Michigan, brokered the agreement between Emagine and Caesars Sportsbook.
“This partnership is transformative for two industries: movie theatres and mobile sports betting,” said Rouge Co-Founder Zach Wagner in a statement. “The vision of Emagine Entertainment to create such a unique and authentic sportsbook style experience for their loyal patrons is 100% on-brand with their industry leadership over the past 25 years. It is no surprise that another industry leader, Caesars Sportsbook, recognized and joined in this opportunity to connect with sports betting fans in their preferred viewing environment.”
The Caesars Sportsbook Lounge Powered by Emagine will feature college and professional games, including football, baseball, hockey, basketball, golf, tennis, horse racing, soccer, boxing, and motorsports.
