Gaming Innovation Group’s (GiG) omni-channel sportsbook is set to go live with Hard Rock in New Jersey early in the New Year after the two parties rubber-stamped their expanded partnership today (November 29).
GiG, which powers Hard Rock’s online casino offering in New Jersey, signed a letter of intent with the casino and hotel operator on October 12 for the launch of a sports betting product.
It was originally hoped that the omni-channel offering, comprising retail, mobile and online elements, could launch before the end of this year. However, a GiG spokesperson told iGamingBusiness.com that a launch in the first quarter of 2019 is now anticipated.
Hard Rock will certainly hope that the service is up and running ahead of the NFL Super Bowl on February 3, with the American Gaming Association having estimated that unregulated wagers totalling $4.6bn (£3.6bn/€4bn) were processed in the US around the American football showpiece earlier this year.
GiG was given approval to operate in New Jersey by the state’s Division of Gaming Enforcement (DGE) in June, with Hard Rock filing its application for a sports betting licence last month.
Hard Rock will have the full suite of GiG sports betting services at its disposal, including GiG Sports Connect, GiG Trader and GiG Goal.
GiG said that there is the “potential to expand the partnership further in the future in other US states”, with the company expecting more than 20 states – covering around half the US population – to open up to regulated sports betting by the end of 2023.
GiG has already provided Hard Rock with its front-end website service GiG Magic ito support HardRockCasino.com, which went live on July 3. Hard Rock said the offering has generated $1m in revenue since its launch.
Kresimir Spajic, senior vice-president of online gaming at Hard Rock International, said that the sportsbook deal with GiG would be complemented by skin partnerships “with leading international operators”.
GiG CEO Robin Reed added that the agreement with Hard Rock had been sealed following “a highly competitive pitch against the best sportsbooks in the world”.
“Hard Rock choosing GiG to power its sportsbook is a clear statement as to the quality of our cutting-edge sports betting services at this very early stage of their roll-out,” Reid explained.