Bet365 strikes deal with newly-opened Hard Rock Atlantic City

High-profile UK bookmaker Bet365 has struck a deal with the newly-opened Hard Rock Atlantic City casino in the state of New Jersey.

On June 25, the New Jersey Division of Gaming Enforcement issued a letter approving a request by the Hard Rock Hotel & Casino Atlantic City and Bet365 Group Ltd to enter into an agreement to conduct a sports wagering related business.

The letter, which PlayNJ first reported about, reads that the gambling regulator has reviewed a joint application by the two parties and that it has approved Article 3 of their joint application for the provision of sports betting. While it is still unknown what Article 3 involves, more details are likely to emerge in the coming days.

The all-encompassing $375 million renovation for the former Trump Taj Mahal building, subsequently rising to $500 million, opened its doors last Thursday, with two nights of entertainment, for which a first year budget of $30 million has been set aside.

Hard Rock Chairman Jim Allen previously noted: “The brand itself is about entertainment.

“Within these amenities we certainly offer hotel, dining, and other experiences. But there is one universal language and that’s music. We are the only brand that works to bring people together through music.”

Allen later added: “We could have re-carpeted and put some memorabilia up and that would have been fine.

“But we made a commitment to making sure Atlantic City grows, so it was important to make sure guests got to come see something completely new and re-done.”