Hard Rock Digital to shake up US online betting & gambling

WELL-known US brand Hard Rock International is set to open a digital arm of its business, with sports betting and online gambling on the agenda. 

HRI made the announcement via a press release and declared it was an attempt to diversify its portfolio in high-growth markets, with iGaming industry veterans recruited to push the cause.

Named Hard Rock Digital, it will be the exclusive Hard Rock and Seminole Gaming (SGA) vehicle for online wagering and gambling. 

Hard Rock Digital is set to build on the imposing brand that spans 78 countries and 248 locations, with it synonymous with entertainment across the USA. 

Hard Rock Digital will have the advantage of a database of more than 130 million customers with this reach set to establish an online gambling brand with multiple sources of revenue.

HRI chairman Jim Allen said the diversification program would be bankrolled by SGA  and HRI and provide a cutting-edge service to patrons. 

“With the launch of Hard Rock Digital, we are broadening our digital business which enhances consumer experiences and offerings across our interactive gaming and sportsbook offerings,” he said. 

“Hard Rock Digital also intends to pursue strategic branding and distribution opportunities both within the U.S. and globally.  In the U.S. alone, the potential future market size is estimated at $7 billion for sports betting and $14 billion for online gaming.”

Heading the Hard Rock Digital push is former Stars Group chief executive Rafi Ashkenazi, who will join the company in 2021, after a leave period. He will be joined on the executive team by Marlon Goldstein and Matt Primeaux. The trio have experience with the likes of Playtech, The Stars Group and FOX Bet and loom as a key to unlocking the lucrative US betting market.

“We are honored to join forces with Hard Rock International on this new venture,” Goldstein, executive managing director and CEO for Hard Rock Digital, said. 

“Hard Rock International is consistently at the forefront of innovation and vision in the gaming industry and the ‘Hard Rock’ gaming, hospitality and entertainment venues are iconic worldwide.  We look forward to providing an authentic, digital experience for Hard Rock’s global fan base within a comprehensive, omnichannel offering.”

Many of the top online casino and sportsbooks brands in the world have moved into the US gambling market, with it already emerging as one of the leading regulated industries globally.

While the USA looms as a key market for Hard Rock Digital, the prospect of single-event wagers being made legal and regulation at Canadian betting sites looms as an attractive proposition if they are looking for alternate gambling markets.

HRI is already advertising for staff to run their digital enterprise, with a full suite of jobs available to apply for via their website. These include everything from tech developers to betting sites support staff.

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