Hard Rock Bet is expanding its reach behind the launch of operations in a new market.
The online gaming operator launched online sports betting operations in Colorado, bringing its total reach to nine regulated markets across North America. Hard Rock Bet has reportedly secured market access through a deal with Johnny Nolon’s Casino.
Hard Rock is the first sportsbook to make its debut in Colorado since January 2024.
“Hard Rock Bet Sportsbook is bringing an exciting new experience to Colorado players with deep betting markets on all major sporting events plus local favorites like table tennis and MMA,” said Hard Rock Bet President and CRO Matt Primeaux. “With our top-rated platform, weekly Legendary Reward Drops, and integration into Unity by Hard Rock, we’re confident that Coloradans are going to love the Hard Rock Bet Sportsbook experience.”
Colorado bettors will have full access to Hard Rock’s global loyalty program, Unity by Hard Rock, and its reward drop offering that provides exclusive bonuses and promos to players.
Hard Rock Bet gives Colorado players access to 12 licensed online sportsbooks. The Centennial State is also home to Sporttrade, a sports betting exchange platform.
Small players exit Colorado market
Hard Rock gained market access in Colorado following an exodus of operators in the state.
Last July, Super Group made the decision to shutter operations of its Betway brand in its nine licensed markets, which included Colorado. A month later, Australian operator BlueBet made the decision to cease all operations in the U.S. after terminating a market access deal in Indiana. BlueBet had market access in Colorado, Louisiana and Iowa.
BlueBet anticipated saving between $6 million and $8 million through the closings.
Betsson also pulled the plug on its Betsafe brand in Colorado, ending its B2C offerings in the U.S. Betsafe, a Dostal Alley Casino partner, went live in Colorado in March 2022. The operator exited Colorado after spending less than three years in the market.
SuperBook Sports also adjusted its strategy in 2024 by no longer accepting wagers in markets outside of Nevada after holding no more than a 0.2% market share in any state.
Evoke plc followed the trend in Colorado by closing its SI Sportsbook business as part of its exit in North America. SI Sportsbook left Colorado after Evoke initiated a strategic review leading to the company parting ways with the operator’s owner, Authentic Brands Group.
After the exit, Evoke announced plans to sell a portion of its U.S. B2C assets to Hard Rock.
