When Twin River Holdings Worldwide acquired Bally’s brand name from Caesars Entertainment last year, it decided to rename the company Bally’s Corporation. The Rhode Island-based gaming and entertainment company also purchased Bally’s Atlantic City casino as part of the deal.
Speculation grew that the company would start converting its existing casino properties to the iconic Bally’s brand. The first phase of that transition is taking place in the Colorado land-based casino market.
Bally’s Corp recently announced that Golden Gates Casino, Golden Gulch Casino and Mardi Gras Casino will all be rebranded as Bally’s Black Hawk.
Executive Vice President, Casino Operations & Chief Marketing Officer Phil Juliano released the following statement on behalf of Bally’s Corp:
“This is the first step in a concerted effort to rebrand all 14 land-based casino properties in addition to establishing an omnichannel brand for online sports betting, iGaming offerings, and fantasy sports.”
He went on to say:
“We are proud to offer Coloradans the Bally’s brand and what it has to offer now and months and years to come. Bally’s Reward Card members can now use their card at all three properties to earn Bally’s Rewards, tier status, restaurant discounts, casino multipliers and more. Bally Bet users earn casino rewards at Bally’s Black Hawk for all of their mobile sports betting activity. We thank the state of Colorado for working with our team and proud of our team members who worked diligently to get us over the line.”
Bally’s Corp already had a strong gaming presence in Colorado with a horse racing track along with 13 authorized Off Track Betting licenses.
The company employees more than 6,000 workers across 11 different states. With the new mini-casino near State College, Pennsylvania nearing completion, Bally’s will own and operate 16 land-based casino gaming venues. It trades on the New York Stock Exchange as BALY.
While the company leased back the Bally’s name to Caesars for that casino property in Las Vegas, it did acquire another iconic casino in that town when it purchased the Tropicana Las Vegas.
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Bally’s has also been extremely aggressive in its pursuit to enter the legal online sports betting and daily fantasy sports markets. This is part of the company’s new interactive division.
First, the company acquired Bet. Works to help launch Bally Bet as its mobile sportsbook app. It then bought Monkey Knife Fight as a fast-growing DFS site.
This is all part of the omnichannel approach the company has incorporated into its expansion plans.
Along with Bally’s Atlantic City and Tropicana Las Vegas, a few of the other casino venues under the Bally’s Corporation umbrella include:
- Hard Rock Hotel & Casino Biloxi
- Dover Downs Hotel & Casino (Delaware)
- Eldorado Resort Casino Shreveport
- Montbleu Resort Casino & Spa (Nevada)
- Jumer’s Casino & Hotel (Illinois)
Bally’s is also in the process of expanding Bally Bet mobile sports betting in states such as Illinois, Indiana, Nevada, New Jersey, and Pennsylvania as major markets for legal online sports betting. Bally Bet mobile sportsbook is up and running in Colorado and Iowa.
