Hard Rock Sportsbook Relaunches with New Branding and Features

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Hard Rock International has revamped its online sportsbook in operations in five of the six legal U.S. states it operates in.

The new “Hard Rock Bet” brand has now replaced the old Hard Rock Sportsbook for sports bettors in Arizona, Indiana, Ohio, Tennessee, and Virginia, the operator announced on social media on Monday. An updated sportsbook and casino app in New Jersey will follow in the coming months.

The new brand combines Hard Rock’s online sportsbook and casino offerings into one, consolidating the business for any future launches.

Hard Rock Bet owners the Seminole Tribe of Florida say the new sportsbook will include a streamlined look and feel, as well as a host of new features, such as Flex Parlay bets and a new loyalty program.

The Hard Rock Sportsbook brand was the center of national media attention earlier this month. That’s after the Seminole were granted victory in a high-profile court case as part of their battle to establish legal Florida sports betting.

However, the Seminole tribe may still have to wait to launch their updated Hard Rock Bet brand in their own state, as the full legal implications of the ruling are not yet entirely clear.

The tribe did launch Hard Rock Sportsbook in Florida for one month in 2022, but was swiftly forced to close it down after a legal challenge.

In-House Migration

The revamp is part of Hard Rock International’s attempts to bring its gaming operations in-house.

In New Jersey, it plans to incorporate that strategy with an online casino, as opposed to the sportsbook offerings that have relaunched so far.

“The move from Hard Rock Sportsbook to Hard Rock Bet is in anticipation of our in-house product migration in New Jersey, wherein we’ll be operating both sportsbook and casino. We decided to simplify naming convention with Bet instead of Casino and Sportsbook,” said Hard Rock Digital Executive Matt Primeaux

This move is expected to give the company greater control over its sports betting offerings while streamlining the brand name.

“Hard Rock wanted a new name for our integrated platform and is eager to introduce our players to the Hard Rock Bet brand and experience” said Jon Chapper, senior director of communications at Hard Rock Bet.

Teslas and Flex Parlays

As part of the revamp, Hard Rock has introduced a host of new options and a new look. The branding will now be fully designed around a minimal depiction of the classic Hard Rock guitar logo throughout, with a purple and blue color scheme.

The biggest feature additions are the new rewards program and a flex parlay feature.

Flex parlays let players choose reduced odds on a parlay bet, and in return they are allowed a select number of losing picks in a winning bet.

Traditionally, if even one bet loses on a parlay wager, then the whole thing is lost. Flex Parlays from Hard Rock Bet offer a little bit of flexibility to that arrangement.

“With our flex parlays, your parlay can still win even if a few bets lose. It’s a new, better way to parlay that you’ll only find at Hard Rock Bet. Just build your parlay and then flip the flex parlay switch to choose a minimum number of bets that must hit for you to win,” Chapper said.

The new rewards system features upgraded prizes, is more interactive, and lets players determine how many loyalty points a bet will obtain before they place it.

“While many other programs have implemented annualized or monthly leveling up, our program will reward players immediately with new tier status to allow them to access benefits and earn points with a higher multiplier instantly,” said Chapper.

At the top-tier of the loyalty reward system, for a cool 6 million points, is a brand-new Tesla Model Y electric car.

Related: The best sports betting apps in the US, reviewed and rated

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