Incentive Games Gains Michigan License, Enters into U.S. Market
The Michigan Gaming Control Board (MGCB) has granted casino games provider Incentive Games a preliminary internet gaming license as part of its market entry into the regulated North American market.
The licensing comes following the launch of Incentive Studios, the firm's Real-Money Gaming division. MGCB licensure confirms the group’s compliance with the Michigan online casino market's strict demands, high standards in protecting players, information safety, and responsible gaming.
“Securing our Michigan license marks an exciting new chapter for Incentive Games. It's a testament to our unwavering commitment to meeting the highest regulatory standards and unlocks a significant opportunity for us in a critical North American growth market. This will allow Incentive Games to forge new partnerships and bring our highly engaging Real-Money Games directly to players in Michigan. We're very grateful to the MGCB for this achievement, which is a pivotal step in our global expansion strategy as we continue to deliver world-class products and build strong partnerships in the region," said Ahmed Baker, Chief Commercial Officer at Incentive Games.
Crack down on illegal operators
The campaign is among Michigan's efforts to ensure market control through regulation. MGCG has intensified enforcement efforts against illicit internet gaming websites in its new initiative, and 19 websites found to be offering their services illegally in Michigan were sent cease-and-desist letters.
According to the MCGB, these platforms are in violation of Michigan's Lawful Internet Gaming Act, Lawful Sports Betting Act, and the Michigan Penal Code.
The MGCB argues that these websites pose a threat to consumers because there are no guaranteed winnings, inadequate safeguards for players, and the possibility that games may be rigged. It also argues that state authorities believe illegal operators do more than enable illegal activity in licensed gaming marketplaces because they potentially compromise users' funds and data.
The 19 operators must comply within 14 days after receiving a cease-and-desist order. If operators fail to suspend their operations, they may face collective legal enforcement by the Michigan Attorney General's Office.
The MCGB has been making a push toward illegal operators of all sorts over the last year, issuing cease-and-desist orders to MyBookie.ag in January, and targeting prediction markets in recent months.
iGaming registers stable growth in May
Incentive Games enters Michigan’s regulated market at a prime time. In May 2025, the state recorded gross iGaming revenues of $301.4 million, rising 3.7% from April. Internet gaming revenue was $251.5 million, while sports betting revenue was $49.9 million.
The combined adjusted gross receipts (AGR) of both industries were $271.8 million, consisting of iGaming's contribution of $236.2 million and that of sports betting, amounting to $35.6 million. What was remarkable, however, was that sports betting AGR increased by 32.9% and iGaming by 1.3% month-on-month.
In comparison, year-on-year iGaming AGR jumped 32.2%, while sports betting AGR grew 26.6%.
Following a 7.6% month-on-month decline in sports betting handle to $386.1 million, industry operations were more profitable. Online operators paid out $51.1 million in state taxes and fees.
In addition, the three Detroit commercial casinos made local tax contributions of $13.4 million.
