Hard Rock Atlantic City Partners with GiG for iGaming

by Kyle Miller

Gaming Innovation GroupThe Hard Rock Hotel & Casino of Atlantic City has plans to go online with casino gaming via the Gaming Innovation Group.

Hard Rock International is the new owner of the former Trump Taj Mahal Casino in Atlantic City, New Jersey. The company acquired the casino last year and has plans to reopen the venue as the Hard Rock Hotel & Casino Atlantic City this summer. A short time ago, it was revealed that Hard Rock was interested in online gaming but details of how the company would be involved and who would help them offer iGaming has remained a mystery. Reportedly, the company has announced they will be working with Gaming Innovation Group to get started online.

New Partnership

Hard Rock International has announced they have entered a strategic partnership with Gaming Innovation Group (GiG) earlier this week. In the press release, GiG CEO Robin Reed, stated that the company is excited to be part of the inspiring and innovative plans of Hard Rock International to become a global leader in the international online gaming space. The online will supposedly be inspired by the Hard Rock bran, focusing on music, entertainment and lifestyle of the brand.

It has been rumored that Hard Rock was set to work with GiG for months now. Back in the fall, Gaming Innovation Group announced they had partnered with a large and well-known international brand. At the time of this announcement, many industry insiders felt that the company that remained anonymous was Hard Rock. Now it seems that guess was right.

What’s to Come?

In the press release, it was announced that Gaming Innovation Group will be providing Hard Rock with a digital consumer portal that is state of the art. A back-end platform will also be provided to manage the operations of the online gaming business. The casino will be developed by the design/development team of GiG with collaborative efforts by Hard Rock, set to launch sometime this year.

GiG has started the application process in New Jersey for a Casino Service Industry Enterprise License. By obtaining this license, it will market the third regulated market the company has entered. GiG was first founded back in 2012 and began their focus in Europe as the country is open to online gaming options. The partnership with Hard Rock marks the first time GiG will be operated in this capacity within the US.

Looking Further

GiG is already successful in Europe and they are sure to see success partnering with Hard Rock. This leaves the company open to entering other markets in the US such as Delaware, Nevada and Pennsylvania. It would be smart for GiG to look at these other markets, particularly Pennsylvania. Because PA has just legalized the option, land-based casinos will be looking for online partners. Now is a prime time for GiG to find a partner in the state and continue to spread their services within the United States.

Looking back at Hard Rock, the brand has their largest operations in the state of Florida. Expanding into New Jersey was a smart move as now the brand can move online and begin to take advantage of various gambling offerings that can be provided via the internet. Kresimir Spajic, the senior vice president of online gaming for Hard Rock, commented on the company having an ambitious plan to become a global leader within the international online gaming realm. According to Spajic, Hard Rock feels they can disrupt the market as they work with GiG via their product innovation and unique user experience.