Hard Rock International to establish London casino


Hard Rock International is eyeing an expansion of its globally recognised brand, after the gaming, entertainment, and hospitality firm announced the acquisition of a casino premise licence in London.

Stating that it it’s looking to stamp its authority in “the birthplace of Hard Rock,” the move follows persistent recent rumours of the group casting admiring glances towards Las Vegas. 

The company has acquired the casino premise license from The Ritz Club in London, a transaction which will allow Hard Rock to seek out and establish a new casino premise in the city, continuing the group’s expansion into major gateway cities around the world.

As a globally recognisable brand, the strategic move sets the stage for the creation of a casino that Hard Rock says will complement the company’s other offerings in international gateway cities like Hollywood, Florida; New York; Paris; Amsterdam; Madrid and many more.

“We look forward to expanding our brand offerings within London and bringing our award-winning hospitality, gaming and entertainment to the birthplace of Hard Rock,” said Jim Allen, chairman of Hard Rock International.

HRI boasts venues in 69 countries spanning 240 locations that include owned/licensed or managed hotels, casinos, Rock shops and cafes. HRI also launched the Hard Rock Digital joint venture in 2020 to focus on online and retail sportsbook and interactive gaming. 

Hard Rock Digital is a joint venture with a number of gaming industry veterans, and will serve as the exclusive vehicle of Hard Rock and Seminole Gaming regarding igaming, as well as online and retail sportsbooks.

The offering is to be managed by former Stars Group CEO and Flutter Entertainment non-executive director Rafi Ashkenazi, who will become executive managing director and executive chair in 2021 following a garden leave period.

Ashkenazi will be joined by ex-Stars Group executive vice president and chief legal officer Marlon Goldstein, who becomes executive managing director and CEO, and ex-Fox Bet president Matt Primeaux, as executive managing director and president.



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