New Jersey sports betting is getting a little rock ‘n’ roll in the near future.

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Hard Rock Atlantic City today announced the launch of online sports betting at HardRockSports.com. Well, kind of.

NJ sportsbook operator jumps the gun

A press release from Gaming Innovation Group — the company which is powering the sportsbook app and the company’s existing NJ online casino — indicated that the launch was coming today. But that press release was sent out in error, the company said, and was actually meant to be embargoed. Oops. (The release was on both GiG’s website and PRNewswire for much of Friday before being pulled down.)

Still, it indicates that the app is apparently almost ready — perhaps in time for next week’s Super Bowl between the New England Patriots and Los Angeles Rams.

The online launch comes ahead of the land-based sportsbook on the Hard Rock Atlantic City property, which is expected to open early this year. Hard Rock Atlantic City’s sports betting supplier is Gaming Innovation Group, which also powers HardRockCasino.com.

Residents of and visitors to New Jersey will be able to place bets on football, basketball, baseball, hockey, college sports, soccer and more at HardRockSports.com, and wagering should soon be available on mobile devices via the Hard Rock Casino iOS and Android apps.

Hard Rock joins flourishing NJ sports betting market

Hard Rock will be the 10th sportsbook app in NJ, a market that crossed over $1 billion in handle last month after kicking off in June 2018. (The ninth, PointsBet, went fully live this month.)

This is the first foray into US sports betting for GiG, a Malta-based company founded in 2012 that has been focused on European iGaming markets.

As legal and regulated sports betting is adopted in other states, there is potential for Hard Rock and GiG to expand their partnership in other states where Hard Rock has casinos.

“We are delighted to have reached another achievement in our partnership with Hard Rock,” said Robin Reed, CEO of GiG. “Hard Rock has global recognition, unparalleled reach and the same high ambitions as us. We look forward to continuing to support Hard Rock’s growth in New Jersey and expansion around the world.”

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History of Hard Rock Atlantic City

Hard Rock purchased the former Trump Taj Mahal on the Atlantic City Boardwalk in 2017. The Trump Taj Mahal, which had closed in October 2016, was the largest casino in the world when it opened in 1990.

Hard Rock added its design and branding, featuring pieces from the world’s largest music memorabilia collection, to the property and reopened as Hard Rock Hotel & Casino Atlantic City on June 28, 2018. The casino includes more than 2,000 slots and 120 table games.

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Hard Rock’s online casino launched July 13 and generated more than $5 million in revenue in its first six months of operation.