Hard Rock Bet Expands Into Michigan With New Sportsbook and Online Casino

Hard Rock Bet has officially gone live in Michigan, marking a major step in its push into the US online gambling market. The rollout introduces both a sportsbook and a full online casino, backed by a partnership with the Hannahville Indian Community, operators of Island Resort & Casino in the state’s Upper Peninsula.

The launch gives Michigan players access to Hard Rock Bet’s full suite of online gaming products and brings the brand into one of the most active iGaming and sports-betting markets in the country.

A Strategic Move Into a High-Growth Market

Michigan continues to be one of the most competitive digital gambling states, and Hard Rock Bet’s arrival adds another major operator to an already crowded field. The state now sits at 15 licensed online casino operators, the maximum allowed under current legislation.

For Hard Rock Bet, Michigan becomes the tenth state to offer its online sportsbook and the second to offer its online casino, following its earlier entry into New Jersey. The company’s digital division has spent the past two years scaling aggressively, filling gaps left by outgoing brands and securing new market-access partnerships across the US.

The Michigan launch fills the vacancy left by 888/evoke, which withdrew from the state earlier in the year. Regulators approved the transition, clearing Hard Rock Bet to offer a combined casino and sportsbook platform under the Hannahville Indian Community’s licence.

Casino and Sportsbook Now Fully Live

With the platform now active, Michigan residents aged 21 and over have access to thousands of casino titles, including large slot catalogues, table games, live-dealer rooms, and in-house progressive jackpots. On the sports side, the app covers major US leagues, international competitions, and extensive parlay options.

Hard Rock’s Unity loyalty program is also integrated directly into the platform. This allows users to earn digital rewards online and redeem them at various Hard Rock locations across the country, tying the digital and land-based offerings together.

Early indications suggest that the company is positioning itself as a premium option in a market dominated by long-established operators such as BetMGM, Caesars, DraftKings, and FanDuel. High ratings for the Hard Rock Bet mobile app in both Apple’s App Store and Google Play are expected to help the brand win early adopters in Michigan.

Market Conditions Favour a Strong Launch

Hard Rock Bet’s timing aligns with a significant upswing in Michigan’s online gaming revenue. The state has posted multiple record-breaking months, with online casino revenue reaching more than US$278 million in October alone. Sports betting handle also jumped sharply compared to previous months, confirming continued interest from both casual and consistent bettors.

Since online casinos went live in the state in 2021, the market has expanded rapidly, generating billions in annual revenue and attracting a steady stream of new operators. Hard Rock Bet enters at a point when demand is strong, and competition is driving operators to improve their product offerings, promotions, and user experience.

Marketing Push Across Michigan

To secure visibility in a crowded field, Hard Rock Bet is planning a broad launch campaign across TV, radio, digital channels, and outdoor advertising. The brand is leaning heavily on its established entertainment identity, aiming to position its online product as part of the wider Hard Rock experience that many American players already recognise from hotels, resorts, and land-based casinos.

This approach also reinforces the company’s attempt to stand out in a state where major operators have invested heavily in brand presence since 2021.

What the Launch Means for the State

The Michigan Gaming Control Board remains focused on maintaining consumer protection and ensuring operators meet the state’s regulatory standards. Hard Rock Bet’s entry reinforces the state’s position as one of the leading online gaming jurisdictions in the US, offering a controlled environment that continues to attract top-tier brands.

For players, the launch adds another competitive option in a market where choice is already strong, potentially driving operators to improve odds, promotions, loyalty programs, and customer experience.

With Hard Rock Bet now established in both casino and sportsbook verticals in Michigan, the brand is well-positioned to capture market share as the state’s online gambling environment continues to expand.