Hard Rock International secures London premise license

Hard Rock International has recently announced its acquisition of a premise license from The Ritz Club in London. 

This development for the entertainment and hospitality giant is part of their roadmap for expansion strategy. Hard Rock is already a major key player in the gaming and hospitality sector across the globe but with this license acquisition, it can now further its reach in the UK by further expanding its brick and mortar casino portfolio in London.  

Jim Allen, Chairman of Hard Rock International, has commented on this acquisition saying that Hard Rock looks forward to expanding its brand offerings in London and bringing its award-winning hospitality, gaming and entertainment to its birthplace.

Hard Rock International (HRI) is a world-renowned brand of venues with 240 sites in 69 countries. Its vast property portfolio includes many hotels, casinos, brick and mortar shops, and cafes.  The company is operating in major cities around the world such as New York, Paris, Amsterdam among many others.  

Hard Rock is quick to jump into any expansion opportunity. Aside from its expansion plans in the UK, the company is part of the very few USA casino operators that are pursuing a Japanese Integrated Resort license.  In addition to that, the company is also reported to be a potential buyer of the Venetian Palazzo. 

There have been several purchase rumours involving Hard Rock International’s return to the Las Vegas Strip. As it stands, it has no plans to return to the Strip although part of the purchase contract of the Venetian Palazzo involves taking on the Sands Expo Traditional Center.  

Aside from its brick and mortar expansion news, Hard Rock is entering into the online casino and sports betting market with the launch of its Hard Rock Digital division. With this release in mind, the new division is headed by big names in the gambling market and these are Stars Group CEO. Rafi Ashkenazi, who will be the Executive Director and Executive Chair of Hard Rock Digital, former Stars Group CEO Marlon Goldstein will serve as the newly founded company’s CEO and Executive Managing Director, and former FOX Bet Chief Matt Primeaux,  who will serve as Executive Managing Director and President. 

The new digital brand launch will broaden the company’s service offerings propelling its reach into new online casino and betting markets.  This is particularly important during these times as the COVID-19 pandemic has lead to many restrictions that have severely impacted the brick and mortar casino sector all across the globe.