Hard Rock Bet Casino in New Jersey has introduced Hard Rockin’ Reels, an exclusive bespoke slot created by its content partner PlayAGS. The game is based on the popular Mega Diamond slot. It has been reskinned with a Hard Rock theme and features the Hard Rock Bet logo as its scatter symbol.
Hard Rockin’ Reels is the first bespoke PlayAGS content available in New Jersey. Meanwhile, the slot becomes the latest exclusive game at Hard Rock Bet, offering over 1,000 games since rebranding last August.
PlayAGS Vice President of Hard Rock Interactive, Zoe Ebling, expressed confidence that the slot will be a “smash hit.” She also implied that the partnership will likely extend to additional games,
This bespoke title, the first in partnership between AGS and Hard Rock, showcases our commitment to top-tier quality and innovation, designed to amp up players and redefine industry standards.
Grant Williams, Hard Rock Digital’s SVP of Casino, shared Ebling’s confidence that players will love the game. He expressed his excitement about continuing to introduce exclusive branded content to Hard Rock’s casino players:
Our players are going to love the Hard Rock vibe that is channelled throughout the gameplay and is the result of a true collaborative effort between our team and AGS. We’re thrilled to continue to deliver these exclusive, on-brand experiences to entertain our players like no one else can.
Is Hard Rock Bet Looking to Expand?
Ebling implied that more bespoke products from PlayAGS will likely come to Hard Rock Bet. The operator’s sudden willingness to make this investment could suggest it’s eyeing new markets. In the past year, Hard Rock’s sportsbook has expanded from four states to eight, but its online casino is still only available in New Jersey.
In March, Hard Rock Digital acquired the US assets of 888 Holdings as the UK company announced its controlled exit from the US. The deal could help Hard Rock expand faster into new states, including Michigan, where 888 (now Evoke) has operated its Sports Illustrated-branded SI Casino. Last month, it confirmed its shutdown will occur in the fourth quarter of this year. Hard Rock will likely take over SI’s partnership with the Hannahville Indian Community, though it must still go through the license application process.
Another potential market for a Hard Rock Bet casino would be Pennsylvania, the largest US iGaming market in terms of gaming revenue. As a retail casino operator, it has a choice between striking a partnership with an in-state casino or following in the footsteps of Golden Nugget and Bally Casino by applying as an out-of-state “qualified gaming entity.”
If it opts for a partnership, it could consider Presque Isle Downs, which has an interactive license but no iGaming partner since shutting down its house brand, TwinSpires. However, Churchill Downs, the owner, has become a fierce opponent of iGaming expansion in other states and may be uninterested in such a deal.
West Virginia offers another potential expansion market for Hard Rock Bet. While it’s one of the smallest markets, there are six available licenses, so the operator shouldn’t have a problem getting one.
Hard Rock’s Bespoke Content Strategy Resembles Caesars’
Hard Rock Bet is not alone in introducing bespoke games to increase engagement. Caesars Palace Casino has embraced this strategy since its rebrand last August. It began with a Caesars-branded version of the classic Cleopatra slot by IGT. Since then, it has added six more custom-branded versions of popular titles:
- Lady Luck Casino Egyptian Magic
- Caesars Fortune, an adaptation of Everi’s Black Diamond Deluxe
- Caesars Palace Slingo
- Caesars Palace Riches Lucky Tap
- Caesars Palace American Roulette
- Caesars Palace Blackjack Players’ Choice
Last November, Caesars partnered with Inspired Entertainment to introduce bespoke hybrid dealer games. While the games haven’t launched yet, they promise to bring the Vegas Strip experience and Caesars flagship properties to online players.
Other operators have not yet embraced these bespoke branding deals. However, some have their own approaches to custom content.
DraftKings Casino develops most of its games in-house. Some of these also offer unique mechanics rather than just custom branding. Meanwhile, BetMGM and affiliated casinos (Borgata, Wheel of Fortune) are half-owned by Entain and, therefore, the only casinos able to offer its slots in the US. This includes some that feature the brands of MGM retail casinos, like MGM Grand Millions.
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