Exclusive: Hard Rock eyes B2C acquisition to boost European expansion
US casino giant eager to buy European egaming operator with proprietary in-house technology
Hard Rock is weighing up potential B2C acquisitions as it considers expanding its online gaming and betting operation into Europe, EGR Intel has learned.
Speaking to EGR NA, Kresimir Spajic, Hard Rock’s SVP online gaming and sports betting, said the operator was looking at second- and third-tier brands that operate proprietary in-house technology.
The firm is looking to use its wide-reaching brand awareness – thought to be 80% globally – and significant capital to grow its gambling footprint in the European market.
Hard Rock’s brand awareness is 94% in the US, while that figure drops to approximately 88% in key European territories including the UK and Italy.
Gaming Innovation Group (GiG) powers the Hard Rock sportsbook in New Jersey and Iowa, and it is understood that Hard Rock considered buying GiG’s B2C portfolio before it was sold to Betsson.
Hard Rock is also planning to open a new 37-room hotel in egaming hotbed Malta in 2021.