Hard Rock Rebrands Sportsbook, Launches New Sports Betting Features

Hard Rock is rebranding its sports betting operation, while beefing up its app's features, and planning for expansion into new states in 2023.

Jul 20, 2023 • 18:12 ET • 4 min read
Hard Rock sports betting
Photo By - USA TODAY Sports

One of the world’s most popular entertainment brands is bolstering its legal sports betting app.

Hard Rock Sportsbook has rebranded its online betting sites with upgrades that include a new name, appearance, and rewards program. Launched in 2022, the gambling operator has changed its name to Hard Rock Bet and has updated the sportsbook to include a new flex parlay feature. The feature allows users to create a parlay wager and pick a minimum number of correct selections for the bet to win.

Hard Rock Bet has also launched a new loyalty program with its rebrand. The program allows the sportsbook’s users to earn points on all of their wagers. Users can accumulate points to climb membership tiers and then redeem those points for bonus bets, cash, or other rewards. Potential rewards include a Tesla Model Y.

Building business

Hard Rock Bet’s rebrand comes after its owner Hard Rock Digital agreed to a multi-state partnership with micro-betting technology company Simplebet. As part of the pact, Simplebet will provide Hard Rock Bet with micro-betting markets across several states for the NFL, MLB, NBA, and various college sports.

“We believe this integration can provide entertainment for any type of online player and bring new players to our platform,” said Hard Rock Digital president Matt Primeaux in a statement.

Hard Rock Bet is live in five states, including Arizona, Indiana, Tennessee, Virginia, and most recently Ohio. In its first three months of operations in Ohio, Hard Rock Bet reported a $46 million betting handle. The sportsbook is planning to launch operations in New Jersey this year. 

Hard Rock Digital is also taking steps to bolster its retail offerings. Earlier this month, the company partnered with the Navajo Nation Gaming Enterprise to open the Hard Rock Sportsbook at Twin Arrows Navajo Casino Resort in Flagstaff, Arizona. The NNGE and Hard Rock Digital originally partnered in February 2022 to launch mobile wagering in Arizona.

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