- As one sportsbook exits Pennsylvania and the U.S. market, another is planting its flag in a new state, Colorado.
DENVER – Hard Rock Bet launched in Colorado this week, its ninth state and the first new sportsbook to debut in the Centennial State since January 2024. The launch offers Colorado sports fans a fresh option, while Pennsylvania is seeing Betfred prepare its to shut down on Thursday. The last of its U.S. operations marks the end of a five-year effort to gain market share in the legal sports betting industry.
Hard Rock’s entry comes with their standard promotional push — a “Bet $5, Get $150” bonus offer — and touts a loyalty integration through Unity by Hard Rock, its global rewards program. The legal online sportsbook is also promoting local niche favorites such as table tennis and MMA in addition to staples like football and basketball that are in their offseason.
“Hard Rock Bet Sportsbook is bringing an exciting new experience to Colorado players,” said Matt Primeaux, Executive Managing Director and CRO of Hard Rock Bet. “With our top-rated platform, weekly Legendary Reward Drops, and integration into Unity, we’re confident Coloradans are going to love the Hard Rock experience.”
Betfred Another Sportsbook To Exit The US Market
Meanwhile, Betfred, the British bookmaker that entered the U.S. in 2020, will close its final active sportsbook. The company has gradually wound down operations in states with legal sports betting like Arizona, Iowa, and even Colorado, where it previously had a presence before exiting in late 2024.
Once live in over half a dozen U.S. markets, Betfred cited rising costs, stiff competition, and limited market share for its withdrawal. The company posted a $91.7 million loss in its last fiscal year, reversing what had been a $25 million profit the year before.
The Pennsylvania sportsbook customers of Betfred can no longer place bets, though they may still settle open wagers or opt for early cash-outs until the end of the month. Bets resolving after July 31 will be paid via mailed checks, per a notice on the site.
Betfred joins a growing list of sportsbooks — including Tipico, Unibet, SI Sportsbook, and Betway — that have exited the U.S. in the last 18 months as the market becomes increasingly dominated by giants like FanDuel, DraftKings, and BetMGM.
But as one door closes, Hard Rock sees opportunity. With a legacy brand, nationwide casino presence, and a renewed digital push, the new Colorado sportsbook operator appears to be betting on long-term viability, even as others fold.
