Hard Rock Bet continues its digital expansion throughout the United States, with Colorado being the latest state in which the online gaming company will compete in its mobile sports betting market.
Hard Rock Now Live in Colorado
Thanks to a partnership with Johnny Nolon’s Casino in Cripple Creek and licensure by the state, Hard Rock Bet has now launched in the Centennial State. Colorado now has 13 online sportsbooks active in its market, with the inclusion of Hard Rock Bet adding to the mobile sports betting competition. Hard Rock Bet now operates in nine states, with Colorado joining Arizona, Illinois, Indiana, New Jersey, Ohio, Tennessee, Virginia, and Florida.
“Hard Rock Bet Sportsbook is bringing an exciting new experience to Colorado players, with deep betting markets on all major sporting events plus local favorites like table tennis and MMA,” said Matt Primeaux, executive managing director, president, and CRO of Hard Rock Bet. “With our top-rated platform, weekly Legendary Reward Drops, and integration into Unity by Hard Rock, we’re confident that Coloradans are going to love the Hard Rock Bet Sportsbook experience.”
Attracting Operators with Favorable Conditions
Part of the allure of the Colorado market is the low tax rate of 10% on gross gaming revenue; however, promotional bet deductions from taxable revenue have recently been eliminated by the state. Moreover, Hard Rock Bet is expanding into its ninth market shortly before the NFL and college football seasons begin, the most popular betting period in North America.
Hard Rock Poaching Executives
In addition to expanding its digital footprint, Hard Rock Bet has begun targeting key personnel, including hiring Sarah Durkin, a former executive at Better Collective, and Zachary Sold, previously with Caesars Entertainment.
“Hard Rock Digital is in growth mode, and we’re thrilled to be able to attract top talent like Sarah and Zachary,” Primeaux said. “With their years of industry experience and past success, we look forward to them leading our marketing teams to new heights in these vitally important areas.”
Growing Through Niche Strategy
Although Hard Rock has been aggressive recently, it still lags behind the two dominant mobile sportsbooks, FanDuel and DraftKings. But operating like a smaller, niche market business has been the key to Hard Rock’s success and subsequent growth.
Brendan Bussmann, a Las Vegas-based gaming industry consultant, said, “There is always room for smaller operations that want to innovate and compete in a meaningful way. Those that want to innovate will thrive; those that don’t and repeat what exists out there will wither.”
Customer is Key
Hard Rock is not a smaller operation by any means, but it is customer-oriented, and recently the company turned an expensive technical glitch into a PR victory. Each week during the summer, Hard Rock Bet sponsors a trivia contest with a $5000 grand prize for its customers in New Jersey.
A trivia night this summer resulted in a major blunder when the $5000 grand prize was awarded to all 353 people attending online. It added up to a $1,765,000 mistake, but instead of seizing it from customers’ accounts, the company allowed them to keep the money.
“When made aware of the incorrect Live Trivia payouts, our response was quick and deliberate: the awards stand. While others may have tried to claw back the $5,000 awards, Hard Rock Bet wants to put our customers first wherever possible, not just when it’s convenient,” said Hard Rock’s Matt Primeaux.
