On Sept. 20, Hard Rock announced a partnership with Gaming Innovation Group (GiG), a Malta-based technological gaming company, and launched a new sportsbook in Iowa.
The newly opened sportsbook is live at the Hard Rock Hotel & Casino Sioux City in Iowa, with an online and mobile betting platform to follow.
The new sportsbook launched as an over-the-counter option in Sioux City with mobile and online sports betting to follow late in 2019.
For Hard Rock International, which operates 248 venues in 74 countries across the globe, the move follows hot on the heels of the company’s decision to launch a similar operation in New Jersey where customers can use what the company describes as an “omni-channel” sportsbook.
Like the proposed Sioux City sportsbook, Hard Rock’s New Jersey platform also uses GiG’s technology with the aim of providing a modern betting experience for customers.
"Offering sports betting through GiG provides our players and guests a new level of engagement – we couldn't be more thrilled to be launching in Iowa," Jim Franke, General Manager of Hard Rock Hotel & Casino Sioux City said in a press release.
“After a successful launch in New Jersey, I am delighted to further deepen the relationship with Hard Rock, delivering on our strategy to grow with our partner by entering a new state in the US with our sportsbook,” Richard Brown, acting CEO of GiG, said in the same release.
“The agreement is both a testament to our know-how and prowess to lead a land-based casino into the digital world of betting…We are looking forward to growing with our partner long term. We have mutual ambitions to entertain consumers with a safe and exciting first-class sports betting experience.”
The new sportsbook officially opened its doors on the afternoon of Sept. 20. According to the Sioux City Journal, the casino has 400 square feet of space for sports betting with four windows available to place bets.
The Hard Rock sportsbook is just the latest chapter in the continued expansion of sports betting in Iowa.
The state's newly regulated sports market, which only started accepting wagers on Aug. 15, has already generated more than $2.2 million in legal betting.
Those figures are set to increase further as local interest in sports betting continues to rise. The Hard Rock Hotel & Casino Sioux City in Iowa is the second Siouxland casino that has begun to accept sports bets after its nearby competitor the Grand Falls Casino & Golf Resort, in Larchwood also opened their platform.
They will soon be joined by WinnaVegas Casino Resort, in Sloan and Blackbird Bend Casino, in Onawa, that have announced that they will open their own platforms before the end of the year.