Hard Rock announced Monday that it had launched mobile sports betting in Illinois through Hard Rock Bet, kicking off a week that includes the grand opening of its casino in Rockford on Thursday.
Hard Rock Bet gives Illinois bettors nine mobile apps, and it is the first launch in the state since Circa Sports began taking wagers last September. Depending on the month, Illinois vies with New Jersey for the second-largest market in the United States, trailing only New York.
"This is shaping up to be a monumental football season for Hard Rock Bet with our Roll With Us campaign, the continued innovations on our highly-rated platform and now the launch of Hard Rock Bet in one of the largest sports betting markets in the country,” said Marlon Goldstein, Executive Managing Director & CEO for Hard Rock Digital. “We’re thrilled to be delivering the unique Hard Rock Bet mobile experience to players throughout Illinois on our award-winning app and in-person at the new sportsbook at the amazing Hard Rock Casino Rockford.”
Illinois sportsbooks have generated nearly $36.9 billion in handle since launching in March 2020, the third-largest amount in the post-PASPA era. Total sports betting revenue edged over $1 billion in 2023, contributing to Illinois Gov. JB Pritzker's decision to overhaul the state's tax rate from a flat 15% to a progressive one that has a maximum tier of 40% based on revenue thresholds. That new tax rate took effect with the start of the new fiscal year on July 1.
Can Hard Rock Bet Muscle in on the Parlay Market?
Hard Rock Bet enters Illinois after operators had a strong opening half to the year in terms of handle and revenue. The $6.6 billion wagered in the first six months was up 25.9% compared to the first half of 2023, while the $605.9 million in adjusted gross revenue was up 22.5%.
If Hard Rock Bet is going to carve out a space for itself in the Illinois betting space, its parlay and same game parlay offerings will have to challenge those of state leaders FanDuel and DraftKings. Illinois bettors placed more than $1.8 billion worth of multi-leg wagers in the first six months of the year, and all eight mobile operators now offer parlays after Circa started doing so in June.
Parlay revenue has accounted for 59% of all operator revenue in Illinois thus far in 2024 at $357.8 million, thanks to a robust 19.6% hold. By comparison, sportsbooks have only a 5.2% hold — nearly four full percentage points below the overall hold for 2024 — from $4.76 billion in handle for single-event wagering.
Illinois Casino Expansion Continues Apace
The retail sportsbook at Hard Rock Casino Rockford will undoubtedly draw bettors from neighboring Wisconsin, which has limited retail wagering available through certain tribal operators. Hard Rock opted not to conduct retail sports betting at its temporary casino after being licensed by the Illinois Gaming Board to do so nearly 13 months ago.
“Sports betting was always part of our holistic plan for Rockford and is another example of providing thrilling entertainment options for guests,” said Geno Iafrate, President of Hard Rock Casino Rockford. “The launch of Hard Rock Bet on mobile and in-person sports betting is another milestone for the Hard Rock brand in Illinois, one that adds to the complete array of entertainment options for our guests. If guests want to enjoy live music, have a meal, play table games, slots or place bets on a sporting event, they can now take part in any facet of entertainment all under one roof.”
One aspect of wagering yet to be settled for Illinois bettors is the ability to place bets on in-state colleges for the upcoming football and basketball seasons. The carveout that allowed only pre-game wagering at retail sportsbooks sunset without renewal before the end of this year's legislative session. It is possible that could be revisited during the veto session in Springfield later this fall.
Hard Rock Casino Rockford's opening Thursday will give Illinois 13 permanent venues, though both Hollywood casinos in Aurora and Joliet have been cleared to relocate within their respective cities and are operating at their current locations. With Hard Rock opening its permanent casino, the state now has just two temporary ones: Bally's in downtown Chicago and The Temporary in Waukegan.
Both of those temporary casinos are within 75 miles of Hard Rock Casino Rockford, but Hard Rock's primary competition will eventually come from tribal operator Ho-Chunk Nation. It is expected to break ground on a casino just over the state line in Beloit this fall, approximately 20 minutes to the north, and has targeted a 2026 opening.
Hard Rock was the first licensee to begin taking casino bets in Rockford in November 2021 via its temporary casino, called the Opening Act. It shut down the Opening Act on Aug. 12 to begin preparations for opening the permanent venue.
Rockford was one of six locations granted new licenses as part of a massive gaming expansion bill signed into law by Pritzker in June 2019 that also legalized sports wagering. Five of the six locations are actively taking bets, with Wind Creek expected to open its venue in the south suburbs of Cook County later this year.
