Hard Rock Sportsbook is now Hard Rock Bet.
The company announced the name change Monday, ahead of a tech migration that will house Hard Rock Digital sports betting and iGaming under one app. As part of the migration, the legacy land-based casino operator plans to offer new bet types built off the momentum of parlays.
The name change is effective in the following states:
- Arizona
- Indiana
- Ohio
- Tennessee
- Virginia
New Jersey to debut iGaming product
The New Jersey app switches names later this summer, at which point Hard Rock will debut its first U.S. iGaming product, a company spokesperson said in an emailed 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.”
Hard Rock could bring the new app to Florida this summer as well, after a recent decision from the second-highest court in the country. The operator did not address the Sunshine State in its rebranding announcement.
Hard Rock introduces parlay-focussed feature
The migration onto in-house technology acquired earlier this year from Playtech will add some features competitors do not offer.
Hard Rock Digital principals Matt and Mike Primeaux previewed one of those features on Twitter.
Online gaming companies bring tech in-house
Hard Rock acquired the technology for its new app earlier this year when B2B gambling software company Playtech purchased an $85 million stake in the operator.
Examples of that technology include access to Playtech’s:
- player management platform
- operational support
- customer support
- payment advisory
- marketing services
Since their legal debut, US sportsbooks have increasingly moved to bring the technology that powers their apps in-house. DraftKings, FanDuel, Caesars and other top sportsbooks have spent millions on the pursuit. Some migrations have resulted in higher holds and an increase in parlays, while others have resulted in hundreds of millions in losses.
LSR Reporter Mike Mazzeo contributed to this story.
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