Hard Rock Bet Reaches Deal to Expand Sports Betting Markets

Hard Rock Bet isn’t done growing quite yet.

The Seminole-owned sportsbook has reached a deal with sports betting tech company Kambi. The deal will give the sportsbook access to Kambi’s massive odds library, allowing Hard Rock to offer far more betting markets. The agreement makes the operator the first to use odds feed from a third-party tech company.

While a firm launch date for the new markets has not been announced, it is expected to be live sometime in 2025.

Major Victory for Hard Rock

The first-of-its-kind agreement marks a significant victory for Hard Rock Bet. The US sports betting market has been incredibly difficult to compete in, making any unique advantage worth its weight in gold. 

The expanded markets are expected to give Hard Rock Bet a significant revenue boost, especially in Florida. The sportsbook is the sole operator in the Sunshine State, one of the country’s three most significant markets.

“The addition of Kambi’s odds feed will provide us with a greater range of betting options and more flexibility, while still allowing our team to maintain control of our core product,” Hard Rock Digital president Matt Primeaux said. “We’re excited to partner with Kambi and create more unique experiences for players on our top-rated platform.”

Deal Could Help Hard Rock Keep Rivals Out of Florida

One of the driving reasons behind Hard Rock’s decision to make this move was the Florida market. While the platform is the only one available in the market, the company has been looking for ways to expand the market. 

One idea being considered is allowing other operators access to the state. Hard Rock is currently in talks with DraftKings and FanDuel about granting them licenses to operate in the state. While it would lose scores of customers to the two industry-leading operators, a percentage of all revenue would go to Hard Rock.

This new deal could help expand the Florida market without bringing in other sportsbooks, which is the best-case scenario for Hard Rock.

Will Other Operators Follow Suit?

With 99% of operators fighting over the same small chunk of market share, each is looking for an edge. If Hard Rock succeeds with its new deal with Kambi, it could lead the rest of the industry to follow suit. The sports betting tech industry continues to grow, meaning there are plenty of potential partners for other operators.