Revamp Coming As Hard Rock Bet Prepares To Go Live This Summer

Written By David Danzis on July 19, 2023 - Last Updated on July 20, 2023
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Hard Rock Sports & Casino in New Jersey will be reimagined as Hard Rock Bet later this year.

The Garden State makeover was part of an announcement Monday from Hard Rock Digital that its online sportsbook product in five states was changing its name. Hard Rock Bet is now live in Arizona, Indiana, Ohio, Tennessee and Virginia.

Hard Rock has been part of the NJ online casinos industry since 2018. The company’s NJ online sportsbook has been available since 2019. The branded online casino and sportsbook operates under Hard Rock Hotel & Casino Atlantic City‘s gaming license.

Hard Rock rebranding NJ online casino, NJ sportsbook

The company says the move is part of a transition toward using in-house proprietary technology. According to executives, Hard Rock Bet will have a new loyalty program and a new feature called Flex Parlay, explained here:

Hard Rock looks to become more competitive in NJ

By bringing these tech capabilities in-house, Hard Rock joins the ranks of other major US sportsbooks such as DraftKings, FanDuel and Caesars, which have recently made similar moves to increase their competitiveness and gain better control over their offerings.

These changes have led to varying outcomes across the industry, with some operators reporting higher holds and increased parlay revenue, while others have struggled to compete.

The digital component of the Hard Rock NJ footprint has not yet matched the performance of its land-based counterpart.

Hard Rock Hotel & Casino Atlantic City opened in June 2018. It trails only Borgata Hotel Casino & Spa in reported land-based gambling revenue since that time. By comparison, Hard Rock AC’s online revenue reports for internet casino and sports betting are near the bottom of NJ’s legal online gambling market.

There are murmurs of a potential expansion to Florida, pending a recent decision from the second-highest court in the country. However, the rebranding announcement did not specifically address this prospective move to the Sunshine State.

NOTE: (07/20/2023 / 11:00 a.m. EST) This story was updated from its original version with a more accurate description of the Hard Rock Bet rollout.

Photo by Hard Rock International
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David Danzis

David Danzis is the lead writer for PlayNJ. He is a New Jersey native and honors graduate of Rutgers University. As a newspaper reporter for the New Jersey Herald and Press of Atlantic City, David earned statewide awards for his coverage of politics, government, education, sports, and business. Today, he is PlayNJ’s Atlantic City “insider” and gaming industry expert on casinos, sports betting, and online gambling. David lives in Atlantic County, NJ with his wife and two children.

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