Hard Rock Digital Names Droga5 New York Agency of Record

Hard Rock Digital, the exclusive Hard Rock and Seminole Gaming (SGA) vehicle for interactive gaming and sports betting, announced today it has partnered with Droga5 New York as its creative agency of record for its Hard Rock Sportsbook app, an omni-channel offering for interactive gaming and sports betting. The appointment comes after a competitive pitch. 

Together, Hard Rock Digital and Droga5 will launch the brand’s Hard Rock Sportsbook app and develop integrated creative and strategic communications that will break through the online sports betting category in a meaningful and unique way. The partnership comes as Hard Rock Digital continues to enhance its consumer experiences across its interactive gaming and sportsbook app and broaden its digital business.

The first work is expected to debut in Florida later this year and expand to other markets in 2022.

John Koller, chief marketing officer, Hard Rock Digital, commenting on the appointment says: “The digital world is changing rapidly, and in particular, the online sports betting category is increasingly where millennial sports fans live. For the launch of Hard Rock Sportsbook, we needed to collaborate with partners with strong strategic insights, creative rigor, and feet firmly planted within sports culture. Droga5 is a creative powerhouse that can help position Hard Rock Sportsbook’s creative aspirations, stand out in a competitive category, and provide sports fans with an invitation to the best place to play.”

Scott Bell, executive creative director, Droga5 New York, commenting on the partnership says: “Hard Rock Sportsbook’s launch represents a whole new chapter for the brand, and we’re excited to bring its innovation and vision to the forefront. There’s incredible potential for Hard Rock Digital to play a role in modern culture at the intersection of sports, entertainment and technology and we’re looking forward to creating fun work that engages sports fans and sports bettors.”