In New Jersey, Hard Rock Bet launched its “all-new casino app” on Aug. 17, a company official tweeted with screen grabs. That rebranded site replaces the 2018-era Hard Rock Online Casino.
Matt Primeaux, the executive managing director and president of Hard Rock Digital (HRD), tweeted today about the new app:
Quicker-loading, faster navigation, more search customization, better promo & loyalty, and a lobby that will learn & adjust to your preferences of play.
Outside of New Jersey, Hard Rock Bet is primarily known for its sportsbook.
However, that, too, rebranded on July 17 from Hard Rock Sportsbook to Hard Rock Bet.
On July 17, Hard Rock Bet and “Hard Rock’s iconic guitar logo as the app icon” appeared for sports bettors in the following states:
Bonus checked on the Ohio sportsbook from a desktop computer, and the Hard Rock Bet browser tab icon looks like gamblers are attending a concert: \m/
HRD promised New Jersey bettors that their upgrade was on its way:
Our proprietary iCasino platform is expected to take the stage mid-2023 with your favorite slots along with table and live dealer games.
Today, it’s here.
What Hard Rock Bet Casino Does
According to the desktop version of the site, HardRock.bet, the new site offers some old favorites:
- 88 Fortunes
- Cash Eruption
- Future Coin
Hard Rock Bet partnered with Evolution for online casino live dealer games. Those games include blackjack, roulette, baccarat, craps, poker, and hold ‘em.
Evolution holds most of the US live dealer market share.
However, Playtech Live is growing.
Bet365, an online casino that’s also on the Hard Rock Hotel and Casino Atlantic City license in New Jersey, along with Unibet, partners with Playtech Live for live dealer gaming.
Primeaux’s tweet today also shows a lot of the capabilities:
Our @HardRockBet NJ app is up. This includes the sportsbook we offer in our other states with flex parlay + our new casino. Quicker loading, faster navigation, more search customization, better promo & loyalty, and a lobby that will learn & adjust to your preferences of play 🤘 pic.twitter.com/PBfpCXvZ86
— Matt Primeaux (@mattprimeaux) August 17, 2023
“Flex parlay” is a sports betting feature HRD announced on July 21.
With Flex Parlays, a parlay can still win even if a few bets lose.
That’s the opposite of what other online sportsbooks do, with all portions of a parlay losing if one bet goes wrong.
Hard Rock Bet’s sports betting “Flex Parlay switch” allows gamblers to decide “a minimum number of bets” that must win for the parlay to succeed.
As HRD put it on July 21:
For example, a 2-of-3 Flex Parlay will win as long as 2 of the 3 bets hit. Ten is the maximum number of legs that can be included in a Flex Parlay and the dynamic odds will adjust based on the minimum number of bets selected.
What Gamblers Must Do
However, gamblers have to do a bit of work first.
David Danzis of PlayNJ received an email yesterday about the Hard Rock migration to Hard Rock Bet.
PlayNJ and Bonus are publications owned by Catena Media.
The “Hard Rock Online Sports and Casino Team” told Danzis about the rebrand and the actions he would need to take to continue to gamble on the app.
The steps in the email to Danzis are as follows:
- Download Hard Rock Bet from the App Store or Google Play
- HardRock.bet works for web and desktop gamblers
- Logins, passwords, cash balances, and loyalty data from Rockin’ Rewards will transfer from the old to the new app
- Reenter payment information
- Multi-factor authentication is a requirement to use Hard Rock Bet
Is Hard Rock Bet Part of a Trend?
The Big Three online casino operators are BetMGM, DraftKings, and FanDuel.
Those apps hold the plurality of New Jersey’s gross gaming revenue (GGR). The state’s online casino and poker apps brought in $161.4 million in GGR in May.
Those apps aren’t rebranding.
However, Hard Rock Bet isn’t the only online gambling operator to rebrand or upgrade its app.
Caesars Entertainment differentiated its online casino from its sportsbook with the Caesars Palace Online Casino rebrand.
However, this Hard Rock Bet evolution appears to come without a surprise ending.