Hard Rock Hotel & Casino Atlantic City has launched its land-based and online sportsbook in New Jersey.
Both HardRockSports.com and HardRockCasino.com will be powered by Gaming Innovation Group (GiG).
The supplier initially secured a US sports betting agreement with Hard Rock in October 2018.
Hard Rock has also previously signed partnerships with operators Bet365 and Kindred Group.
Joe Lupo, President of Hard Rock Hotel & Casino, said: "We couldn’t be more excited to launch our online and land-based sportsbook.
"Players will be able to enjoy a full range of bets, as well as all other major sporting events across the calendar, with exciting promotions and events coming soon."
Robin Reed, GiG CEO, said: "Hard Rock has global recognition, unparalleled reach and the same high ambitions as us. We look forward to continuing to support Hard Rock’s growth in New Jersey."