In terms of total net revenue, Bokunewicz said Hard Rock and Ocean’s respective 17.5% and 13.4% market shares seem to have come primarily at the expense of the Borgata, which lost 9.2 percentage points in the last five years, down to 22.3%. Hard Rock and Ocean both hired executives from Borgata, and went after the luxury segment of the market, which Borgata has long dominated. Jane Bokunewicz, director of the Lloyd Levenson Institute at Stockton University, which studies the Atlantic City gambling market, said Hard Rock and Ocean have helped grow the overall market, even as individual properties lost share to them.