As part of the push to attract new supporters, billboards across Las Vegas proclaim: No pads. No armour. No timeouts.
In a nation obsessed with American football, rugby league needs a point of difference to stand out.
Nobody embodies the relentless nature of the sport quite like Hull KR forward Dean Hadley.
The Hull native has been an unsung hero throughout the club's rise from also-rans to unprecedented success, underlining his value to Willie Peters' side with an inspirational performance in last week's World Club Challenge.
Hadley shrugged off a brutal facial injury that left one eye completely closed to drive Rovers to a momentous victory.
True to form, the 33-year-old is ready to go again this week in Vegas.
"It was a bit of a weird one," he said ahead of Saturday's blockbuster clash with Leeds Rhinos. "I took a whack on it but it was more like when you get a finger to the eye and can't see.
"I took another whack on it a minute or two later and then it blew up and I literally couldn't see out of it.
Dean Hadley produced a superhuman effort against Brisbane. (Photo: Allan McKenzie/SWpix.com)placeholder image
Dean Hadley produced a superhuman effort against Brisbane. (Photo: Allan McKenzie/SWpix.com)
"It was a crazy game, a real rollercoaster. Then I had to go to hospital, keeping my fingers crossed that it wasn't too bad.
"There's a small fracture in there but nothing that would stop me from coming out here."
Hadley will take it upon himself to lead from the front on another big stage at Allegiant Stadium.
When the stakes are at their highest, he comes into his own.
Hull KR and Leeds are in Vegas to win. (Photo: Alex Whitehead/SWpix.com)placeholder image
Hull KR and Leeds are in Vegas to win. (Photo: Alex Whitehead/SWpix.com)
"I love those big occasions," he said. "The bigger the better.
"I feel like it suits me as a player. The big games tend to be more set for set with fewer penalties and stoppages. I'm at my best when there's that kind of flow and there's a bit of fatigue in the game.
"They're the games you want to be involved in. The atmosphere was unreal as well – one of the best I've played in.
"What a place to come and play rugby this week. I'm really looking forward to it."
Leeds and Hull KR fans made a real impression at Wednesday's launch event. (Photo: Alex Whitehead/SWpix.com)placeholder image
Leeds and Hull KR fans made a real impression at Wednesday's launch event. (Photo: Alex Whitehead/SWpix.com)
Vegas has been gripped by rugby league fever as thousands of English fans descend on Sin City.
The players have fully embraced the uniqueness of the occasion.
"Honestly, it's amazing," said Hadley.
"It's the first time I've been. You bump into fans everywhere you go. It's amazing to see the same faces but in a different place.
"It can be quite hard to stay in business mode when there's so much to do. As much as the game is the focus and we're desperate to win, we've got to enjoy the experience as a group.
"It's a once-in-a-lifetime opportunity. We'll never be back as a team again so we've got to enjoy it."
Vegas is just the latest stop on a remarkable journey for the Robins.
Having taken every step with the club from the brink of relegation in 2019 to a historic clean sweep, Hadley has urged Rovers not to be satisfied with their recent haul.
"We've spoken before about where the club was when I first came and how far we've come," he said. "Now we're here with all four trophies.
"I'm really proud of everybody at the club. We've had to work hard and have been rewarded this last year.
"We've got to keep going and continue to chase that winning feel."