Green’s Dictionary of Slang

rough adv.

badly, unpleasantly.

[UK]Leaves from Diary of Celebrated Burglar 43/1: She loudly complained of the treatment her friend had received. This ‘jolly,’ from her especially, went down rather rough [...] and she was on the point of being shown out.
[UK]A.G. Empey Over the Top 117: Fritz was strafeing us pretty rough, just like he’s doing now.
[US]E.E. Cummings Enormous Room (1928) 153: Put the bracelets on an ordinary man, tell him he’s a bad egg, treat him rough, shove him into the jug or its equivalent [...] and he will become one of three animals – a rabbit, that is to say timid; a mole, that is to say stupid; or a hyena.
[UK]Observer 3 Oct. 27: He’s kicked up rough about the Sensation exhibition.
[US]Goldin et al. DAUL 180/2: Rough. [...] 2. (To go rough) Bad; fraught with danger; unsuited to criminal aims; unsatisfactory.

In phrases

cut up rough (v.)

see separate entry.

play rough (v.)

(orig. US) to be tough or ruthless, to not act fairly.

[US]C. Stoker Thicker ’n Thieves 164: [R]acketeers, whether they are police officers or gangsters, play rough when their aims are thwarted.
in Bonner trans. F. Villon Le Jargon et Jobelin 175: Poor suckers who / [...] never shout for help / but stand rooted to the spot, afraid / of guys who play it rough.
[US]L. Shecter On the Pad 268: [T]here’s Narducci [...] fucking dead, shot. [...] Most likely it had to do with Narducci holding money out on somebody who played rough.