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Jonathan ZaunMarch 14, 2018

Hard Rock Casino Atlantic City Launches Social Gambling Site

With its acquired Atlantic City casino set to open this summer, Hard Rock International has partnered with Greentube to launch a social gambling website.

Visitors to the HardRockSocialCasino.com platform will find a full complement of casino games to choose from, including classics like baccarat, blackjack, and roulette. Slots, video poker, and scratch card style lottery games are also available.

As a social gambling provider, the new Hard Rock Atlantic City site lets players take on the house free of charge, with only virtual credits known as “coins” up for grabs.

In a press release dated March 12, Hard Rock Hotel & Casino Atlantic City president Matt Harkness said social gambling will introduce the global casino brand to the New Jersey marketplace:

“We are excited to announce the arrival of our online social gaming site that is easy to navigate and offers free play.

Launching this social games website will bring excitement to those who enjoy playing the most innovated games for slots and tables online and it will be a great opportunity for many to experience and connect to the Hard Rock brand for the first time.”

The launch comes just five weeks after Hard Rock International announced an arrangement with Greentube – a subsidiary of Austrian-based iGaming giant Novomatic – to design social gaming sites for each of the Florida-based conglomerate’s 11 casino properties worldwide. That agreement began with the Seminole Hard Rock venues in Florida, before branching out to New Jersey following the acquisition of the former Trump Taj Mahal.

In a contribution piece published by EGR Global, Gabriel Cianchetto – who serves as president of market development for Greentube North America – wrote about the collaborative process between his company and Hard Rock International:

“Hard Rock and Seminole Gaming are large, multifaceted organizations with specific design demands and quality standards for each of their web properties. This meant that our private-label social casino program, Greentube Pro, had to evolve to meet their needs.

Hard Rock/Seminole tasked us to create a multi-property and multi-brand framework for all of their North American casinos. This framework reflected a true branded experience for each property, enabling players to choose their preferred casino when they register.”

Cianchetto also revealed an expanded mobile platform selection made possible by partnering with Amazon:

“Part of Hard Rock’s business strategy was to make their social casinos available to all, meaning mobile compatibility with not just Apple and Android, but also Amazon platforms.

By now offering Hard Rock/Seminole social casinos to players on Amazon Fire devices, we’ve opened up an entirely new marketing channel to Amazon aficionados.”

After taking over the defunct Trump Taj Mahal last year for a relative bargain at $50 million, Hard Rock Atlantic City’s online presence won’t be limited to social gambling for long. A partnership with Gaming Innovation Group announced in February will produce the latest entrant to New Jersey’s thriving online gambling industry.

Kresimir Spajic, senior vice president of online gaming for Hard Rock International, made it clear at the time that the company wanted a piece of New Jersey’s $245 million iGaming revenue haul from 2017:

“Hard Rock has an ambitious plan to become a global leader in the international online gaming space.

We are confident that, together with Gaming Innovation Group, we can disrupt the market, through product innovation and unique user experience.”

Gaming Innovation Group’s chief executive officer Robin Reed was pleased to partner with Hard Rock International’s pursuit of iGaming integration:

“We are excited to be part of Hard Rock International’s inspiring and innovative plans to become a global leader in the international online gaming space.”

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