Hard Rock Bet Casino rolled out IGT’s Whitney Houston slot game for New Jersey customers this week. The operator already had the game running on casino floors at Hard Rock Atlantic City.
Rich Criado serves as VP of Casino for Hard Rock Bet. He said the launch fits perfectly with their brand identity.
“A Whitney Houston slots game belongs on Hard Rock Bet Casino,” Criado explained to the press.
IGT developed the slot through a partnership with the Estate of Whitney E. Houston and Primary Wave Music. That collaboration kicked off in June 2024. The game features the late singer’s music and imagery throughout the playing experience.
Why this game matches Hard Rock’s approach
The music theme connects directly with Hard Rock’s entertainment roots. Criado emphasised how the game blends “a beloved global icon with engaging slot mechanics.”
The company focuses on what they call a “player-first approach to content.” They want to build “a more personalised experience” for their users across all gaming options.
Hard Rock Bet’s platform now hosts over 3,200 games. They market it as their “top-rated platform” in New Jersey’s competitive online casino market.
The Whitney Houston slot adds another branded entertainment option. This matches Hard Rock’s strategy of connecting music culture with gaming experiences.
What players get from this launch
The slot combines imagery and music from the legendary artist. Players experience an immersive game built around Whitney Houston’s musical legacy and hit songs.
IGT designed the game to blend “engaging slot mechanics” with the artist’s global appeal. The result creates what Criado calls “an experience our players will love.”
Hard Rock Bet also rolled out “Legendary Reward Drops” on June 20. This new loyalty program promises “gamified and immersive rewards” for active players.
The program includes guaranteed weekly promotions. Players unlock exclusive benefits as they advance through monthly levels tied to their betting activity. The rewards connect directly to how much players bet each month.
How this fits the broader Hard Rock strategy
The loyalty program integrates with Unity by Hard Rock. That’s the group’s main platform connecting online betting with their physical casino locations.
Players can now earn rewards both online and at Hard Rock’s brick-and-mortar properties. This creates a seamless experience across all Hard Rock gaming venues.
Hard Rock Bet formed a partnership with the Tampa Bay Buccaneers NFL franchise on August 11. The deal shows their push into sports partnerships beyond casino gaming.
The Whitney Houston slot represents IGT’s strategy of music-themed content. It also highlights Hard Rock’s focus on branded entertainment experiences that connect with their core identity.
This launch strengthens Hard Rock Bet’s position in New Jersey’s online casino market.
