Hard Rock Bet Launches In Michigan, Its Second Legal Online Casino State

Hard Rock Digital, owned and operated by the Seminole Tribe of Florida, on Tuesday launched online casino in its second state nationally: Michigan.

The Hollywood, Florida-based company also went live with sports betting in Michigan, marking its 10th state in that vertical.

The entry came through a market access partnership with Island Resort & Casino, which is owned and operated by the Hannahville Indian Community and offers gambling in Michigan through the auspices of a tribal compact.

"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."

Prime time for Michigan launch

Hard Rock's debut comes amid what appears to be a booming appetite for online casino in Michigan.

The Michigan Gaming Control Board reported on Nov. 18 an all-time monthly high of $278.5 million in gross iGaming revenue for October. This smashed the previous record of $263.3 million, set in August.

Additionally, the total internet sports betting handle of $605.9 million in October marked a 15.6% increase from the $524.3 million recorded in September.

Hard Rock wants to meet Michigan

Hard Rock plans to "introduce itself" to Michiganders with a sweeping "TV, radio, digital, out-of-home" advertising campaign.

Online sports betting and casinos launched in Michigan in 2021.

Hard Rock currently offers online casino in New Jersey and Michigan, and sports betting in Florida, Michigan, Colorado, Illinois, Arizona, Indiana, New Jersey, Ohio, Tennessee, and Virginia.

Online casino is not legal in Florida, but Hard Rock launched a potentially game-changing workaround there in November, using real historical NASCAR race results instead of a random number generator to power a slot-like game.