Billed by Caesars as a “cutting-edge” platform, Horseshoe is designed to appeal to the “more seasoned player”. It’s hard to know exactly how Caesars defines “more seasoned”, but it could refer to anything from age to experience to bankroll.

No matter what kind of player Caesars is trying to capture, what is clear is that the company is leveraging a “multi-brand” approach to attract as many different audiences as possible.

“The Horseshoe brand is anchored by a promise to put the player first,” said Matt Sunderland, senior vice-president and chief igaming officer at Caesars Digital said via press release on Monday (7 October). “A brand with such a storied past deserves an online equivalent that pays respect to the legacy it has established in gaming and that is what we’ve created with Horseshoe Online Casino. This launch reinforces our multi-brand online casino strategy by seamlessly bringing another one of our world-class Caesars brands into the palms of players’ hands.”

Caesars announced the rollout was coming during its second-quarter earnings call in July. The company also offers online casino under the Caesars Sportsbook & Online Casino, Caesars Palace Online Casino, Harrah’s Online Casino, Tropicana Online Casino and WSOP.com brands.

Merging history and technology

The Horseshoe Casino has existed in some fashion on the Las Vegas Strip for 51 years. First owned by MGM – and named the MGM Grand – it was then owned by Bally’s and eventually bought by Caesars. That company renovated and rebranded the building the Horseshoe Casino in 2022 in honour of the original Binion’s Horseshoe. Binion’s closed in 2009 after opening in 1951.

Caesars wrote that the Horseshoe has a “heritage that celebrates casino players who know what they want”. The platform has a horseshoe theme throughout. In addition, it is built on a “natively built proprietary gaming platform with a bespoke bonus engine”.

The company will strive to offer the same online. After Michigan, Caesars is planning launches in New Jersey, Ontario, Pennsylvania and West Virginia, pending regulatory approval. There are 10 Horseshoe-branded brick-and-mortar casinos throughout the US.

The new platform features Horseshoe-branded custom gaming titles.

Caesars launched through its market-access partnership with the Sault Ste Marie tribe of Chippewa Indians. The platform is Caesars’ third in Michigan, where the Caesars Palace Online Casino and Caesars Sportsbook & Casino are already live.