Hard Rock Sportsbook has undergone a rebranding and changed its name to “Hard Rock Bet.”
Ohio Hard Rock Sportsbook users were alerted to the change via email on July 17. Of the 18 Ohio online sportsbooks currently operating, Hard Rock is among the most popular.
The Hard Rock Bet app has been updated with the new branding, with the app icon changing from just the Hard Rock Sportsbook name to a purple guitar logo. The Hard Rock Sportsbook website now redirects to hardrock.bet.
All existing users’ information — including passwords, balances and banking info — auto-transferred with the new app update.
Hard Rock Bet introduces “Flex Parlay” options
Besides the new name, the biggest change users of Hard Rock Bet Ohio sportsbook will notice is the unique new options available for parlay betting.
Parlays, in which bettors combine multiple wagers into a single bet, have been a popular sportsbook draw thanks to their large payouts. The catch, of course, is that every individual wager or leg of a parlay has to win to get to that large payout.
Hard Rock Bet’s new “Flex Parlay” increases a bettor’s odds of winning by giving users the option to choose how many legs of the parlay must hit in order for them to win the overall parlay bet.
Flex Parlay lets users select how many legs will hit
If the bettor chooses a six-leg parlay, for example, they can then turn on the Flex Parlay and select “5 or more to win” (or “4 or more” or “3 or more”). While the payout lessens as fewer legs to win are selected, the odds of winning go up.
The Flex Parlay option is available for both pre-game and live parlay bets with between three and 10 legs. The odds dynamically change based on the number of legs and the odds of each individual leg.
Mike Primeaux, Hard Rock Digital’s managing director of product, demonstrated the Flex Parlay on Twitter earlier this week.
Bit more color here…
Flex Parlay was born out of a product and tech team hackathon a few months back. This new bet allows you to place a parlay but instead of needing to win all legs to win, you can pick the number of selections or more you think will win. https://t.co/UXjU0Dcdi4 pic.twitter.com/wFRnSWcdme
— Mike Primeaux (@primxo) July 17, 2023
Sportsbooks, which earn a lot from parlays due to their longshot nature, have offered options to make parlay bets a little more player friendly, like round robin parlays and parlay insurance (offering a return on losses in the form of bonus bets).
But Hard Rock Bet appears to be the first legal sportsbook in the U.S. to allow bettors the option to choose how many picks will win in a single parlay bet.
Rebrand precedes sportsbook/iCasino combo app in New Jersey
Along with Ohio, the Hard Rock Bet name change/rebranding/app update took effect in Indiana, Tennessee, Virginia and Arizona.
The rebranding will eventually allow Hard Rock Bet to combine into one app its sportsbook product with its online casino offerings.
The all-in-one Hard Rock Bet (with both sports betting and iCasino games) will debut later this summer with the New Jersey app, a spokesperson told Legal Sports Report. The combo app would allow Hard Rock to eventually more easily integrate its iGaming options — like slots and table and live dealer games — into its app in states like Ohio that have legalized online sports betting but have not yet legalized online casinos.
Accelerating the growth of its iGaming offerings, earlier this year Hard Rock Digital entered a partnership with gambling software development company Playtech that brought Playtech’s iGaming tech in-house.
Hard Rock Bet also launches new loyalty rewards program
Another new element introduced with the Hard Rock Bet rebranding is a new Loyalty Rewards program for users of Hard Rock Digital’s products.
Current Ohio users will automatically begin earning reward points for every sports bet placed on Hard Rock Bet. As users bet more they climb “tiers” and can earn “points multipliers.”
Points can be redeemed for bonus bets, cash and other prizes, including a Tesla Model Y.