Bet365 Signs Hard Rock Partnership to Operate in the US
July 5, 2018
UK-based operator Bet365 signed a partnership deal with the new Hard Rock Atlantic City Casino to provide sports wagering services to New Jersey punters.
Eric Ramsay, a correspondent of PlayNJ, said that he spotted a letter issued by the New Jersey Division of Gaming Enforcement (DGE) on June 25 approving the Hard Rock partnership deal with Bet365. The DGE letter indicated that both operators signed off on a letter of intent to conduct sportsbook services to the Hard Rock AC establishment. In addition, New Jersey’s DGE temporarily allow the partnership until July 31.
DGE’s letter also indicated that Bet365 is working on its casino service industry enterprise (CSIE) license which will allow the company to operate legally in New Jersey. The letter shows that the agency is currently processing the operator’s license at this time.
Meanwhile, both Bet365 and Hard Rock did not confirm their intentions of collaborating with each other. But David Rebuck, director of New Jersey’s DGE, signed off a portion of the deal in public record which authenticated Ramsay’s claims.
Hard Rock Chairman Confirms Sports Betting at AC Casino
Jim Allen, chairman of Hard Rock International, held a Q&A during the grand opening of the Hard Rock AC Casino last Thursday. The chairman confirmed that the establishment will offer sports wagers.
I know we have had quite a few questions over the last month or so in regards to our ability to offer a sportsbook and the answer is “yes.” While there has been a few sports betting windows open… we understand that the market is actually more favorable on a handheld device — or your smartphone, if you will. Nobody has that technology approved yet by the DGE. We are in that process, so we’ll be making some announcements probably sometime in the next 30 to 60 days as far as how we’re going to do that. So we will not be able to set the bet, but we certainly are able to partner with other companies, which frankly is most of the models where you partner with say a provider or a platform provider, and that will be our goal for Atlantic City.
The time when DGE’s letters were issued indicates that the deal was already approved when Allen gave this answer last week.
New Jersey’s Growing Sports Betting Market
With the entry of Bet365 in New Jersey, there are now three major gaming companies operating in the US state. One of these brands is William Hill’s US-based branch which operates on Monmouth Park and the latest Ocean Resort Casino. Second is BetFair which provides its sportsbook services to the Meadowlands establishment under the FanDuel brand. BetFair also has a New Jersey online gaming hub which is a joint venture with the Golden Nugget Atlantic City.
Other gaming companies such as Paddy Power, Kambi, and SBTech are working on making partnership deals to enter New Jersey, as well as other states with a legalized sports betting market. With three popular sports betting brands now operating in New Jersey and more other brands aiming to enter the US sportsbook market, US punters can expect to have more sportsbook choices in the next NFL and NBA season.