The worldwide famous casino’s wagering vertical Hard Rock Sportsbook has rebranded into Hard Rock Bet. The announced migration will integrate Hard Rock Digital’s sports betting and iGaming business into a single online gambling facility. As reported, the integration is in line with the company’s plans to offer new types of wagers.
As reported by LSR, the integration of Hard Rock’s sportsbook and iGaming arms into one app will be effective in Arizona, Indiana, Ohio, Tennessee, and Virginia. But the new all-in-one product will make its debut in the US state of New Jersey later in the summer of 2023. A company spokesperson reportedly said in a statement: “With the upcoming launch of our proprietary online casino in New Jersey, we wanted a new name for our integrated platform and are eager to introduce our players to the Hard Rock Bet brand and experience.”
The iconic brand experience might also be launched in Florida at the same time, since LSR reports that the recent decision of the second-highest court in this state removed the obstacle for the operator to include the Sunshine State in the early stage of building the Hard Rock Bet portfolio.
The announced migration will bring different technologies into one operating center, which will facilitate the merge of different solutions into new products and features. As reported, the operator’s latest in-house technology will include some features that will represent a competitive advantage for Hard Rock Bet in the market. The company executives Matt and Mike Primeaux have reportedly already presented some of these solutions, such as those facilitating faster and easier bet selections.
According to the source, Hard Rock acquired the iGaming technology earlier in 2023 when the prominent iGaming gaming content supplier Playtech purchased an $85 million stake in the company. The partnership between the operator and the iGaming provider makes it possible for Hard Rock to access the Playtech market-leading portfolio of slots, generator games, and live dealer games. The partnership also provides for an extensive combinations of sports betting and iGaming technologies and the operator seemingly aims to benefit from the deal.
However, this is not the first time for a US sportsbook to acquire the technology to power up their in-house apps. Such an approach has been reportedly used by the leading sports wagering operators such as DraftKings and Caesars ever since the beginning of their legal operations. As reported, operators spent millions of dollars to take advantage of these migrations. Some of them have increased the handle while others faced hundreds of millions in losses, according to the source. Hard Rock Bet has rolled the dice to check the chances on its own.