Hard Rock Digital Launches New Mobile Games Division
LISTEN TO THIS ARTICLE:Hard Rock Digital has unveiled its latest venture, Hard Rock Games, a newly established business unit set to focus on providing free-to-play (F2P) and mobile games. It's the latest endeavor of the multi-faceted gaming company that is determined to play a leading role in shaping the global gaming ecosystem.
Free-to-Play Games Capture the Market
Recognizing the prevalence of F2P games as effective tools for player acquisition, the tribal operator, Hard Rock, aims to leverage this strategy to gain a competitive edge, particularly amid the current emphasis on player acquisition within various US states.
The formation of Hard Rock Games is notably tied to Hard Rock Digital's recent acquisition of WGames, a prominent social mobile gaming company. By integrating WGames into the new division, Hard Rock Games seeks to capitalize on the in-house technology that WGames brings to the table, with a specific focus on propelling the operator's social gaming growth.
Rafi Ashkenazi, the Executive Managing Director of Hard Rock Digital, plays a pivotal role in this initiative. Having joined the Hard Rock Digital project in December 2020, Ashkenazi brings substantial gaming industry experience from his tenure with PokerStars. His notable career trajectory includes PokerStars being acquired by Flutter Entertainment in a substantial $4.76-billion deal.
Ashkenazi expressed optimism about the venture, stating, "With the addition of WGames' games, technology and operations, we have set the stage to accelerate growth for our social gaming business." He envisions that the enhanced capabilities of Hard Rock Games will elevate player engagement on a global scale, offering unique and compelling digital experiences.
Playtech Helps Advance Hard Rock
Playtech, a significant player in the iGaming industry, emerges as a noteworthy influence in this development. Having acquired a minority stake in Hard Rock Digital for $85 million in March, Playtech's impact has been instrumental in shaping the creation of Hard Rock Games.
Despite experiencing a relative quietening of influence and a decline in share prices in recent years, Playtech has found a resurgence of sorts through strategic involvements, such as the Anaxi deal with Chickasaw Nation, and its role in the establishment of Hard Rock Games. This trend suggests a growing inclination among tribal operators to expand into the iGaming sphere.
Heading the newly formed Hard Rock Games is Daniel Kajouie, the founder of WGames, who assumes the role of Managing Director. Kajouie's leadership will undoubtedly contribute to shaping the direction and success of Hard Rock Games in the evolving landscape of the gaming industry.
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