Hard Rock Bet’s Michigan Launch Caps Nearly Two-Year Push Triggered by 888 Deal

Hard Rock Bet has officially launched online sports betting and casino in Michigan through a partnership with Island Resort & Casino and the Hannahville Indian Community. The move gives the brand its tenth online sports betting state and only the second iGaming jurisdiction, expanding Hard Rock’s digital footprint into one of the most mature online gambling markets in the US.

The Michigan Gaming Control Board (MGCB) approved Hard Rock Bet as Hannahville’s new platform provider on December 2. It replaced 888 Holdings (now Evoke) SI Sportsbook & Casino, which has exited the market.

The approval follows a long-anticipated transition after Hard Rock acquired 888’s US customer-facing assets in early 2024.

“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,” said Marlon Goldstein, Executive Managing Director & CEO of Hard Rock Digital, in the launch announcement.

In a separate announcement, MGCB Executive Director Henry Williams stated that the agency looks forward to seeing Hard Rock Bet providing a “safe, responsible, and enjoyable wagering experience for players across the state.”

Long-Awaited Entry

Hard Rock’s arrival in Michigan has been expected since the 888 deal. Under that agreement, Hard Rock Digital acquired the customer-facing US assets of 888 as part of the latter’s exit from the US B2C market.

While the transaction immediately put Hard Rock in a position to acquire the SI Sportsbook & Casino license, it was not guaranteed. The MGCB indicated that the former would still need to go through the regular licensing process.

Before the sale, SI Sportsbook & Casino had little impact on the Michigan market after it took over Churchill Downs’ TwinSpires skin in 2022. At its peak, it held a market share of just over 1%.

Initially, 888 announced that the SI brand would shut down in Q4 2024. However, it extended that to “early 2025,” and it finally exited Michigan in July 2025. That allowed Hard Rock to start the licensing process.

Now live, Hard Rock Bet Michigan becomes part of a broader strategy to expand its digital footprint while maintaining tight integration with the Hard Rock brand ecosystem. That includes land-based casinos, entertainment venues, and the unified Unity rewards program.

Digital Growth: Two iCasino States, 10 Sportsbook Markets

Michigan becomes the second iGaming state for Hard Rock Bet, following New Jersey. Sports betting is more widespread, with the brand currently active in 10 states. They include Arizona, Colorado, Florida, Illinois, Indiana, New Jersey, Ohio, Tennessee, Virginia, and now Michigan.

Hard Rock International’s home state of Florida remains the driving force behind the digital brand’s growth. The operator holds a monopoly over the state’s regulated online sports betting market as part of its 2021 gaming compact.

Hard Rock Bet also recently drew industry attention after launching a new game type through its Florida sportsbook app. The product, called “Games powered by Past Motor Races,” utilizes the outcomes of real historical races. It functions similarly to historical horse racing (HHR) machines.

The company uses the framework of using historical race results instead of RNGs to comply with the state’s unique regulatory framework.
Michigan could provide Hard Rock with a significant boost, especially in the iGaming sector. Compared to New Jersey, Michigan has half the number of online casinos, but with nearly identical revenue.

According to the press release, the Michigan launch includes thousands of slot titles, an in-house progressive jackpot engine, extensive live-dealer options, Hard Rock-branded exclusives, and a full-featured sportsbook with parlays, same-game combos, and daily promotions.

Integration with the Unity rewards program allows players to earn and redeem rewards across online and land-based Hard Rock properties.

Retail Momentum: Tejon, Queens, and a Multi-State Push

The Michigan launch comes as Hard Rock accelerates its expansion of brick-and-mortar locations. In California, the Hard Rock Hotel & Casino Tejon opened in mid-November, a $600 million project developed in collaboration with the Tejon Indian Tribe. The property is positioned as a major entertainment anchor drawing from the broader Los Angeles area.

On the East Coast, Hard Rock’s ambitions could soon stretch into the nation’s largest urban gambling market. New York’s Gaming Facility Location Board recently advanced Hard Rock’s Metropolitan Park proposal in Queens to the final phase of the downstate licensing process.

While not yet a guarantee, the recommendation places Hard Rock in a strong position alongside the other finalists, Bally’s and Resorts World.

Other recent expansions include Hard Rock’s first property in Canada, located in Ottawa, which opened in July. Last year, the company opened a casino in Rockford, Illinois, and a permanent resort in Bristol, Virginia.

Michigan’s Online Gambling Market Reaches New Highs

With the Michigan launch, Hard Rock Bet enters a robust market. According to the MGCB’s most recent figures, operators generated $278.5 million in iGaming gross receipts in October. That marked a new state record.

Additionally, they generated $73.8 million in online sports betting gross receipts. Combined, that totals $352.3 million in gross online gaming activity for the month. That represented a more than 16% increase from September.

Online casino adjusted gross receipts grew 31.8% year-over-year. Meanwhile, sports betting revenue rose by more than $39 million compared to October 2024.

Michigan now has 15 licensed online operators, with Hard Rock Bet joining as Hannahville’s new provider.