AGS has reinforced its collaboration with Hard Rock Bet Casino through the launch of Hard Rock Cash Lock, a new slot game now available exclusively to players in New Jersey. This latest title is the second in a series of custom-developed games born out of the two companies’ partnership, following the release of Hard Rockin’ Reels in 2024.
Expanding a Branded Game Portfolio
The newly released slot draws inspiration from AGS’ Capital Gains series and has been customized to reflect the Hard Rock Bet brand’s distinctive flair. This addition marks a continued effort to deliver exclusive content tailored specifically for the platform’s users in one of the most competitive iGaming markets in the U.S.
“Hard Rock Cash Lock continues our successful collaboration with Hard Rock Bet Casino,” said Zoe Ebling, Vice President of Interactive at AGS. “We know bespoke titles can elevate player engagement.”
As with its predecessor, Hard Rockin’ Reels, this latest offering supports Hard Rock Bet’s broader effort to stand out in New Jersey’s crowded digital casino space. The platform now boasts a catalog of over 3,000 games available across both mobile and desktop formats, with custom content playing an increasingly central role in its growth strategy.
Strategic Move Amid Market Stagnation
This exclusive title launch is part of a larger push by Hard Rock Digital to distinguish itself in a market experiencing limited year-over-year growth. The strategy focuses on proprietary content and innovative tools that help drive user retention and excitement.
Earlier in 2025, Hard Rock Bet made headlines by becoming the first U.S. operator to integrate Games Global’s Free Spins mechanic, a promotional feature designed to increase player interaction. Additionally, in April 2025, the platform was among the first in New Jersey to debut a crash-style game, Take-Off, developed by IGT PlayDigital.
Rich Criado, Vice President of Casino at Hard Rock Bet, praised the latest collaboration, stating: “Hard Rock Cash Lock marks yet another successful bespoke collaboration with AGS and we know our players are going to love the high-energy gameplay and unique bonus features.”
Commitment to Custom Innovation
Hard Rock Bet continues to prioritize customized game experiences as part of its 2025 digital strategy. New Jersey remains one of the brand’s strongest-performing jurisdictions, having embraced regulated online casino play since 2013. With increasing competition and plateauing market growth, Hard Rock Bet’s focus on exclusive titles and innovative mechanics signals a commitment to evolving player preferences.
AGS and Hard Rock Bet’s partnership not only strengthens their positions in the New Jersey market but also sets a precedent for more bespoke development in the broader U.S. iGaming space. By delivering games that align closely with brand identity and player expectations, both companies are shaping the future of online casino content.
Source:
“AGS expands content deal with Hard Rock Bet in New Jersey”, gamblinginsider.com, Jun 26, 2025
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