Why Hard Rock Rebranded Its Sportsbook To Hard Rock Bet

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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:

New Jersey to debut iGaming product

The New Jersey app switches names later this summer, at which point Hard Rock will debut its all-in-one U.S. iGaming and sports betting 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 adds 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 iGaming earlier this year when B2B gambling software company Playtech purchased an $85 million stake in the operator.

The North American portion of that partnership centers on access to Playtech’s:

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.