Hard Rock Sportsbook rebrands to Hard Rock Bet, updates product with new betting features

Hard Rock's online gaming platform Hard Rock Sportsbook is rebranding to Hard Rock Bet. The platform is an integration of Hard Rock’s sportsbook and iGaming arms into one updated app. In addition to a new name, the product also features an upgraded appearance and a rewards program. 

Hard Rock Bet's in-house technology includes new features that the company believes will represent a competitive advantage for the brand in the market. Among them is a new flex parlay feature that allows users to create a parlay wager and pick a minimum number of correct selections for the bet to win.

A New, Better Way to Parlay 💪
FLEX PARLAY exclusively at Hard Rock Bet!
No more 💔 over that one bet ruining your big parlay pic.twitter.com/q9pv5QNeaC

— Hard Rock Bet (@HardRockBet) July 21, 2023

The sportsbook has also launched a new loyalty program along with its rebrand, which allows users to earn points on all of their wagers. Users can accumulate points to climb membership tiers and redeem those points for bonus bets, cash, or other rewards. The potential rewards include a Tesla Model Y, among other choices.

Hard Rock Bet is currently live in five states, including Arizona, Indiana, Tennessee, Virginia, and Ohio. The new all-in-one product is also set to make its debut in New Jersey later this year.

The rebrand comes after Hard Rock Digital agreed to a multi-state partnership with micro-betting technology company Simplebet. As part of the collaboration, 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.

Big update to @HardRockBet today. Updated brand. New loyalty program. And Flex Parlay shown here!

Awesome job to @primxo juggling this and his 1st kid being born last week & the rest of our Austin, Florida and virtual teams! pic.twitter.com/mEaXYAyQUz

— Matt Primeaux (@mattprimeaux) July 17, 2023

Hard Rock acquired its new iGaming technology earlier in 2023 when iGaming supplier Playtech purchased an $85 million stake in the company. The partnership between the operator and the provider also enables Hard Rock to access Playtech's portfolio of slots, generator games, and live dealer games.

The company is also taking steps to strengthen its retail sector. This month, Hard Rock partnered with the Navajo Nation Gaming Enterprise to open the Hard Rock Sportsbook at Twin Arrows Navajo Casino Resort in Flagstaff, Arizona. The tribe and Hard Rock Digital originally teamed up in February 2022 to launch online betting in Arizona.