Gaming Innovation Group has deepened its relationship in the US alongside Hard Rock International after successfully launching a mobile friendly online sportsbook in Iowa.

The new development comes in addition to the over-the-counter solution on the casino floor at the Hard Rock Hotel and Casino Sioux City which launched in September. 

Chris Armes, chief information officer at GiG, said following the launch: “The project went live smoothly after many weeks of hard work from both GiG and Hard Rock. We are pleased to entertain consumers with a safe and exciting first-class omnichannel sports betting experience.”

Hard Rock is now offering the same experience to customers in Iowa as it’s currently delivering in New Jersey, with an omni-channel sportsbook solution based on GiG technology.

The property features a gaming destination that offers a 45,000 square-foot casino with more than 850 slot machines and 26 table games, alongside a AAA Four Diamond Hard Rock Hotel, six restaurants and bars and two live entertainment venues.

Jim Franke, general manager of Hard Rock Hotel and Casino Sioux City, added: “Offering sports betting through GiG provides our players and guests a new level of engagement – we couldn’t be more thrilled to be launching in Iowa.”

In August this year, the Iowa Racing and Gaming Commission authorised the 19 casinos to offer statewide retail, online and mobile sports betting to consumers aged 21 or over. 

It is thought that a mature sports wagering market would be valued around $160m, based on the total amount of money wagered by consumers, with the tax rate on revenue set at 7.5 per cent.

Kresimir Spajic, senior vice president of online gaming at Hard Rock International, noted when the expanded deal was announced earlier in the year: “We’re excited to extend our partnership with GiG to support sports betting in Iowa, and further grow our sportsbook portfolio.”