Hard Rock Digital and DraftKings expand US presence with new market launches

Hard Rock Digital and DraftKings have expanded their US footprints with launches in Illinois and Wisconsin, respectively.

Hard Rock Digital will go live in the Prairie State with its online sports betting app and in-person wagering from August 29.

Retail operations will be run out of soon-to-open sportsbook at the Hard Rock Casino Rockford.

New online players in Illinois will receive $100 in bonus bets after a cash bet of at least $5 as part of the operator’s launch offer.

Illinois will become the Seminole Tribe-owned operator’s seventh live US market after Arizona, Indiana, Tennessee, Virginia, and New Jersey.

The operator also holds a monopoly on the market in Florida.

The launch in Illinois came after the business launched its new Roll With Us campaign featuring Grammy-nominated musician Post Malone.

Marlon Goldstein, Hard Rock Digital CEO, said: “This is shaping up to be a monumental football season for Hard Rock Bet with our Roll With Us campaign, the continued innovations on our highly-rated platform, and now the launch of Hard Rock Bet in one of the largest sports betting markets in the country.

“We’re thrilled to be delivering the unique Hard Rock Bet mobile experience to players throughout Illinois on our award-winning app and in-person at the new sportsbook at the amazing Hard Rock Casino Rockford.”

Hard Rock Digital is also entering Illinois in a time of flux for the market, with a new sliding tax scale having been introduced as of July 1.

The new scale, which is based on operators’ annual GGR, ranges from 20% to 40% and replaced the previous 15% flat rate.

DraftKings had planned to introduce a gaming tax surcharge to combat the new high tax rate, but ultimately reneged on those plans following customer feedback and rivals failing to follow suit.

In terms of DraftKings new market entry, the Boston-based operator is set to move into its 28th US state after it launches retail operations in Wisconsin.

The firm has sealed an agreement with the Lac du Flambeau Band of Lake Superior Chippewa Indians which will give the company market access to the Badger State.

Under the terms of the deal, DraftKings will run a retail sportsbook out of the Lake of the Torches Resort Casino from August 28, pending licensure and regulatory approvals.

Online sports betting in Wisconsin is still under the remit of the state’s tribes, with apps available but only useable on-property or at approved locations.

Michael Kibort, DraftKings VP of retail sportsbooks, said: “DraftKings has established a great relationship with the Lac du Flambeau Band of Lake Superior Chippewa Indians, and we can’t wait to bring the DraftKings Sportsbook brand to Wisconsin.

“Providing a best-in-class customer experience has always been a top priority for our company and the opportunity to deliver that experience to customers in yet another state is a proud moment for DraftKings.”

Bill Guelcher, Lake of the Torches Resort Casino CEO, added: “Our goal is to implement sports betting operations with a strong brand recognition and extremely high-quality product performance, and we’re honored to collaborate with DraftKings as an industry leader.”