Hard Rock Bet Enters Michigan’s Gaming Market

Strategic Partnership and Licensing

The launch is the result of a partnership between Hard Rock and the Hannahville Indian Community, a federally recognized tribe that operates the Island Resort & Casino in the Upper Peninsula.

Hard Rock Bet enters the market not as an additional license holder, but as a replacement.

The platform takes over the license previously utilized by 888 Holdings (operating as SI Sportsbook), which exited the Michigan market.

The Michigan Gaming Control Board (MGCB) authorized the transition, vetting Hard Rock as the new platform provider. MGCB Executive Director Henry Williams framed the approval within the context of strict regulatory oversight:

“This approval reflects our continued focus on maintaining integrity, transparency, and consumer protection in Michigan’s online gaming and sports betting space. 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.”

Product Offerings and Competitive Position

Hard Rock’s entry targets a mature and highly competitive landscape. The Michigan market is currently dominated by entrenched leaders like FanDuel and DraftKings, with challengers such as BetMGM and Fanatics vying for market share.

To compete, Hard Rock is leveraging its “Unity by Hard Rock” loyalty program.

This system integrates the online platform with the company’s global network of physical properties, allowing players to earn and redeem rewards across both digital and retail environments.

The platform’s rollout includes:

• Online Casino: A library of thousands of slot titles, live dealer games, and proprietary progressive jackpots. This segment is critical, as Michigan is one of the few U.S. states with legal iGaming, a sector that generates significantly higher revenue than sports betting.

• Sportsbook: A full suite of betting options covering major sports leagues, featuring capabilities for same-game parlays and other complex wager types.

Marlon Goldstein, CEO of Hard Rock Digital, emphasized the importance of this dual launch:

“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. Our launch in Michigan builds on our momentum as we bring the legendary Hard Rock experience to more fans across the country.”

Market Dynamics and Regulatory Climate

Michigan represents a lucrative opportunity, particularly in the online casino sector. Recent data shows the state’s iGaming revenue growing by over 30% year-over-year in mid-2025.

However, the sports betting side remains crowded. Operators like ESPN Bet have struggled to maintain market share, creating an opening for a brand with Hard Rock’s recognition to capture the “middle of the pack” volume.

The regulatory environment in Michigan is currently one of the strictest in the nation. The MGCB has been aggressive in issuing cease-and-desist orders to unlicensed offshore operators and sweepstakes casinos.

Furthermore, the regulator has explicitly warned licensees against offering unauthorized prediction market contracts, distinguishing Michigan’s stance from other jurisdictions exploring that sector.

To attract initial users, Hard Rock Bet introduced aggressive promotional offers, including a “safety net” bet for sports wagerers and deposit matches coupled with free spins for casino players.