NetEnt Signs with Hard Rock Hotel & Casino Atlantic City in New Jersey

NetEnt continues its expansion in North America by signing a deal with Hard Rock Hotel & Casino Atlantic City in New Jersey. Doing so, they expand their customer base alongside existing casinos and partners such as Tropicana, PokerStars, Resorts Casino, Golden Nugget, and Caesars Interactive Entertainment, to name a few.

The state of New Jersey in the US is one of the few which is regulated and in which the Swedish games developer has managed to secure a leading position. The deal is that much sweeter as Hard Rock International also plans to offer online casino gaming alongside their new land-based casino in New Jersey.

Currently, Hard Rock International is present in 75 countries, owns more than 180 cafés, 25 hotels and 11 casinos. Among other things, it’s also popular for its world-class collection of music memorabilia, including an Eric Clapton guitar.

Interestingly, the news comes just a few days after Sir Richard Branson, the founder of the Virgin Group conglomerate, has announced that his group has bought the Hard Rock Hotel in Las Vegas with plans to rebrand it into a Virgin-like property. Note that the Hard Rock brand will stay intact and operational as before.

At the same time, NetEnt is currently without a proper CEO as Per Eriksson has just been replaced by Therese Hillman, who is also the Chief Financial Officer. Nevertheless, that’s the group’s second major agreement in America following a partnership with Caliente in Mexico just last week.

That said, here’s what Kresimir Spajic, SVP Online Gaming, at Hard Rock International had to add: “We are delighted to partner with NetEnt, known for its innovative and forward-thinking gaming solutions. NetEnt’s market-leading game titles and digital casino expertise will help us drive online casino growth with our own iconic Hard Rock brand”.

Björn Krantz, Chief Commercial Officer of NetEnt replied: “I am thrilled about the prospects of working together with Hard Rock to offer our award-winning games to their online casino players in New Jersey. Hard Rock has a strong global brand and I look forward to supporting them to grow their new online casino business”.

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