Hard Rock Bet Launches iGaming, Online Sports Betting in Michigan

Hard Rock Digital launched its Hard Rock Bet online casino in Michigan on Tuesday morning, marking its second legal iGaming jurisdiction.

The launch was confirmed in an announcement by the Michigan Gaming Control Board, the state's gaming regulator. The launch also included  Hard Rock Bet sportsbook, which is now Michigan’s 12th active online sportsbook.

Only seven states offer legal iGaming, making this a momentous occasion for Hard Rock.

Entering the Michigan market

Hard Rock gained access to the Michigan online casino and online sports betting markets through a partnership with Island Resort & Casino, owned by the Hannahville Indian Community. Michigan’s gaming laws require companies interested in offering online sports betting to partner with a retail casino.

The gaming operator will replace 888 VHL, the casino’s former partner that had taken the place of SI Sportsbook. 888 VHL is no longer a member of the Michigan gaming market.

“This expansion represents a major milestone for Hard Rock Bet and reinforces our ascent as one of the fastest-growing digital gaming brands in the United States,” Hard Rock Digital Executive Managing Director and CEO Marlon Goldstein said in a release. “Our launch in Michigan builds on our momentum as we bring the legendary Hard Rock experience to more fans across the country, offering a trusted online casino and sportsbook on our top-rated and easy-to-use platform.”

Meanwhile, Michigan’s gaming regulator believes that Hard Rock Bet will be a welcome addition to the state’s iGaming and sports betting market.

“This approval reflects our continued focus on maintaining integrity, transparency, and consumer protection in Michigan’s online gaming and sports betting space,” said MGCB executive director Henry Williams. “We look forward to seeing the Hannahville Indian Community and Hard Rock provide a safe, responsible, and enjoyable wagering experience for players across the state - and especially for those served by one of Michigan’s long-standing tribal gaming operators in the Upper Peninsula.”

Hard Rock Bet’s exciting opportunity

The MGCB emphasized in its confirmation of Hard Rock Bet’s approval that it will be held to basic consumer protection and responsible gaming standards, including those outlined in the Lawful Internet Gaming Act and Lawful Sports Betting Act.

With that in mind, there might not have been a better time for the company to make its Michigan debut. The MGCB reported on Nov. 18 a monthly record of $278.5 million in gross gaming revenue across all iGaming operators in October, well above the previous record of $263.3 million from August.

Even better, Michigan sports betting operators accepted $605.9 million in online wagers during Oct., beating the year-over-year total by 8.1 percent. 

Hard Rock Bet’s website had stated the company “had its eyes” on Michigan, to which it now has full access. Up next, the company plans to “introduce itself” to its new players with a “TV, radio, digital, out-of-home” marketing campaign.

Hard Rock Bet is now licensed for sports betting in 10 states, and for iGaming in two, Michigan and New Jersey.