Hard Rock Casino Partners with Kindred for NJ Sports Betting

Hard Rock Hotel & Casino AC has reached an agreement with the Kindred Group to offer online sports betting and gambling in New Jersey.

A press release issued Friday explains the Kindred Group and Hard Rock Casino have reached an agreement lasting “5+5 years” to offer online sports betting and gambling in New Jersey. The press release is short on details, but what we do is Hard Rock and Kindred will seek a Casino Services Enterprise License

The Kindred Group runs a number of international gambling sites, but is best known as the parent company of Unibet sportsbook. The Kindred Group is based out of Malta, is listed on Nasdaq Stockholm and boasts more than 20 million customers around the world.

The press release describes the partnership as a “collaboration between two strong international brands, [that] will combine Hard Rock’s first-class lifestyle and entertainment experience with Kindred’s state-of-the-art digital innovation and data analysis, creating a strong offering in the New Jersey market.”

This marks Hard Rock Casino’s second partnership with a major European gaming brand since the casino opened in June. Hard Rock has a similar deal in place with Bet365, although that deal has not yet been formally announced. Like the Kindred Group, Bet365 is a major international gambling brand that is well-known outside the United States.

Kresimir Spajic, SVP Online Gaming at Hard Rock International, said “Hard Rock is proud to partner with one of the fastest growing operators in the industry. We are hopeful that Kindred’s international experience and commitment to innovation will translate to a significant success in New Jersey.”

Hard Rock Casino Off to a Strong Start

The brick-and-mortar Hard Rock Casino in Atlantic City opened in late June, followed by the online casino going live five days later. In the short time since Hard Rock hit the New Jersey gambling scene, it has signed two major gambling brands as partners for online sports betting. All evidence points to Hard Rock quickly establishing itself as a major player in New Jersey’s regulated gaming market.

Bet365 was an especially attractive catch for Hard Rock due to the former having a stellar record in Europe and significant financial resources to throw at the New Jersey market.

Kindred is a hugely successful company that does very well for itself in Europe, is known for putting users first and that boasts a strong mobile product.

Hard Rock Casino has done well for itself in capturing two major gaming brands. Bet365 and Kindred will both bring unique strengths to the market as each is likely to run a unique betting site under the Hard Rock license in New Jersey.

Despite lacking a physical sportsbook, Hard Rock Casino is off to a fast start considering how little time the casino has even been open in Atlantic City. The deal with Bet365 still needs to be finalized, but it’s possible Bet365 will assist Hard Rock in running an in-person sportsbook once both receive the green light from New Jersey regulators.