The competition to develop the first integrated resort in Japan continues to heat up.

Las Vegas Sands Chairman Sheldon Adelson recent announcement that he is ready to spend as much as USD10 billion to build a casino resort in Japan appeared to have prompted his rivals to step up their game in order to grab a slice of the action after the country finally passed a bill legalizing casinos.

U.S.-based café and casino chain Hard Rock Café International said it is looking to form a consortium with Japanese companies as it seeks entry into what analysts expect could become the world’s second biggest casino market.

In an interview with Reuters, Hard Rock Café Chairman James Allen said they have already identified up to 30 potential partners, including financial companies, manufacturers and landholders, with whom they “are looking at 40-60 percent equity participation.”