Hard Rock Bet Looks Set To Become Michigan's 14th Licensed Online Casino
Pending regulatory approval, Hard Rock Bet is set to launch in Michigan in November, bringing the total number of online casinos in the state to 14.
In 2020, the Michigan Gaming Control Board (MGCB) permitted the licensing of 15 new online casinos.
Assuming Hard Rock Bet’s application is successful, as expected, there will be regulatory space for one more iGaming site.
Michigan Online Casino Regulations
When Michigan opened up its online gambling industry, it awarded 15 licenses to companies, including BetMGM and Penn Sports.
Since then, Sports Illustrated has exited the market and Hard Rock’s acquisition of 888 Holdings’ US assets led commentators to predict a market entry for Hard Rock.
At the time of the 888 acquisition, the MGCB confirmed that Hard Rock Bet would still have to apply for its own license to operate in the state.
MGCB’s Public Information Officer, Lisa Keith, said at the time of the acquisition: "They will need to apply for a license independently from 888/SI’s license and receive Board approval once the application process is completed."
Hard Rock Bet is part of the Hard Rock Cafe Inc. group. The group launched in 1971 and, since 2006, has been owned by the Seminole Tribe of Florida, which bought Hard Rock for $965million from gambling giant Rank Group.
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Hard Rock Bet does have experience in running online gambling sites in the US.
As well as sportsbooks in Arizona, Florida, Indiana, New Jersey, Ohio, Tennessee and Virginia, the company also operates Hard Rock Bet casino in New Jersey.
Michigan and New Jersey have similarly sized iGaming markets, with between $250 and $300m revenue per month.
Along with Borgata and Ocean Casino, Hard Rock Bet is one of the largest operations to run in the Garden State, and it will be hoping to replicate its success with a launch in Michigan.
In Michigan, the group will be competing with the likes of BetMGM, DraftKings and FanDuel, meaning it will have its work cut out to ensure a successful launch.
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Hard Rock Digital Operations
Hard Rock Digital runs the online side of Hard Rock’s operations.
It operates in seven states, providing sports betting in all states and online casino gambling in New Jersey.
Its online casino is especially known for the provision of exclusive titles.
It recently announced the launch of two new exclusives created in conjunction with Bragg Gaming. Hard Rock Bet now offers around 20 exclusive titles.
The company is confident of securing a license, having already established a Michigan online casino website.
The existing New Jersey site offers a portfolio of around 3,500 games, including online slots, table games and a growing portfolio of live dealer games. It is likely to launch with a similarly sized roster in the Great Lakes State.
Players in the state will not only enjoy access to exclusive titles, but will also likely see generous bonuses launched in a bid to attract players to the new platform.
If regulatory approval proceeds as expected, Hard Rock Bet could launch in Michigan as early as November.
