Bet365 Betting on US Success with Hard Rock Atlantic City Partnership

UK betting firm Bet365 has forged a deal with the recently opened Hard Rock Atlantic City Casino, marking its first sports betting venture in the US.

 Hard Rock Atlantic City.

Bet365 has partnered with Hard Rock Atlantic City in a bid to capitalise on the new era in US sports betting. (Image:

The partnership was first signed on June 19 but wasn’t made public until July 3. As per the letter published by the New Jersey Division of Gaming Enforcement (NJDGE), Bet365 has been granted a temporary licence until July 31 while it works to obtain a full regulatory approval.

“The Division has completed its review of PRN 1761801, which seeks authorization to conduct sports wagering related business transactions between Boardwalk 1000, LLC, Hard Rock Hotel & Casino Atlantic City and Bet365 Group Limited, an applicant for casino service enterprise (CSIE) licensure,” reads the letter published on July 3.

Bet365 Set to Go Live in Garden State

At this stage, Bet365 will have to jump through a number of legal hoops before it can launch a sports betting service in the Garden State. However, if and when the necessary paperwork is signed, Hard Rock chairman Jim Allen hinted in a recent that his company will focus on the online market.

“While there has been a few sports betting windows open… we understand that the market is actually more favourable on a handheld device — or your smartphone, if you will. Nobody has that technology approved yet by the DGE. We are in that process,” Allen said during a Q&A with local media outlets on June 28.

For the Hard Rock, an online venture with Bet365 will be seen as a way to establish a foothold in an already competitive market. The former Trump Taj Mahal opened its doors June 30 following a $500 million renovation and is bidding to become the top gaming destination in the state.

In addition to the iconic guitar hotel tower, the new resort boasts an array of eateries, entertainment options and gaming options. On top of the physical amenities, the company launched an online casino site on July 4.

A Wealth of Opportunities for UK Betting Companies

With a base established, Hard Rock will be hoping it can become the first New Jersey operator to offer desktop and mobile sports betting options. William Hill has already partnered local racetrack Monmouth Park and Ocean Resorts Casino to offer live betting kiosks within the state.

However, if Bet365 can satisfy the NJDGE’s licensing conditions, it will give the newest brand in town an early edge over its rivals.

For UK betting companies, the new era in US sports betting has been described as a potential goldmine. Ahead of the Supreme Court’s ruling invalidated the  Professional and Amateur Sports Protection Act (PASPA), analysts a £16.6 billion windfall, something Bet365 is now looking to cash in on.

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