Hard Rock Bet Adds Tenth Market With Michigan Launch

Hard Rock Bet Sportsbook isn’t done growing quite yet.

The sportsbook will join a growing list of sportsbooks in Michigan after launching next week. The launch adds a tenth market for the operator, showing they are not done growing quite yet. The Hard Rock online casino was also launched in the state.

“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, in a press 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.”

The sportsbook and Hard Rock brand are operated by the Seminole Tribe, which currently owns a monopoly over Florida’s sports betting market.

The sportsbooks will face an uphill battle in one of the country’s most competitive markets. With FanDuel, DraftKings, and seven other rivals operating in the market for years, Hard Rock will face a test of its marketing and platform as it competes.

Hard Rock Focuses on Sports Betting 

Sports prediction markets have dominated the headlines over the last week, with Fanatics completing a surprise launch of its new platform. Its launch is expected to be soon followed by FanDuel and DraftKings, but not Hard Rock.

The sportsbook’s tribal ownership means the company will likely avoid prediction markets, but that may not be what is driving the expansion. 

Several states, including Michigan, are warning sportsbooks that their state licenses could be pulled if they offer sports prediction markets. With three of the most considerable plans to do just that, state regulators will now need to decide how to proceed. 

If they choose to pull licenses, impose fines, or implement other penalties, it would open the door for operators like Hard Rock to win over customers not interested in prediction markets. That would be a massive win, and could end the stranglehold that FanDuel and DraftKings have had over US sports betting.