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Like the Eveready Bunny, Bally’s is not close to losing power in its march on the gaming industry. So in the next phase of its evolution, Bally’s Is Rebranding, And Twin River Is Expanding.
In the ’90s, I fondly remember visiting Lincoln Greyhound Park. Then, by 2012, it had become the slot’s only Twin River Casino. Now, the previously known Twin River Worldwide Holdings is Bally’s Corporation. But, as they say, the rest is yet to be seen.
Bally’s Is Rebranding and Twin River Is Expanding
Bally’s Corporation continues to reconfigure its presence in the gaming market. The Rhode Island-based gaming operator is now beginning to connect all of its old and new properties. However, it could take a few years to bring them all under the Bally’s name with so much to do.
Besides the apparent renaming of many casinos, sports betting avenues and rewards clubs look to be united in the future. The first step is a concerted effort to rebrand all 14 land-based casino properties in addition to establishing an omnichannel brand for online sports betting,
Colorado – Three Become One
Bally’s announced it is rebranding three of its casino properties in Colorado. Golden Gates Casino, Golden Gulch Casino, and Mardi Gras Casino are now Bally’s Black Hawk. Bally’s Reward Card members can now use their rewards cards at each Colorado property to earn perks and discounts. In addition, Bally’s Bet users can earn casino rewards at each Bally’s Black Hawk location for any mobile sports betting wagers or usage.
Other casino renamings have already taken place. The MontBleu Resort Casino & Spa has a new name: Bally’s Lake Tahoe. Also, Isle of Capri is now Casino KC, and Lady LuckCasino is now Casino Vicksburg. I won’t be surprised if they become Bally’s KC and Bally’s Vicksburg in the future. The latest is Jumer’s Casino & Hotel in Illinois, bought in October 2020, now named Bally’s Quad Cities Casino & Hotel.
Bally’s Is Rebranding And Twin River Is Expanding in RI
The two Ocean State casinos are getting new names. The Tiverton Casino will now be called Bally’s Tiverton Hotel and Casino. And the Twin River Casino, called that since 2007, is now named Bally’s Twin River Lincoln Hotel and Casino.
Probably, the more extensive news is expansion at Twin River in Lincoln. Developers said the development includes 40 thousand square feet of gaming floor and improved dining areas. However, the additional gaming space may not be added to the 162,000 square feet of gaming now in place. Instead, Twin River will be moving much of the second-floor gaming to the first floor. The move will open up space upstairs for possible amenities such as a bowling alley, mini-golf course, and dining.
Casino executives from Bally’s Corp. and state officials celebrated the rebranding and to mark the start of a $100 million expansion project at the casino and hotel in Lincoln, which will add 50,000-square-feet to the facility, including a new Korean-style spa.
The casino expansion project was part of a 20-year lottery agreement between the state, Bally’s Corp., and International Game Technology, signed in June 2021.
For a previous post outlining the expansion, click on Twin River Hotel Casino Expanding – an update.
Bally’s Twin River Lincoln Additional News
Besides the new name and expansion, some former property staples are coming back. As Bally’s Is Rebranding And Twin River Is Expanding, revenues are approaching 2019 figures with the bounce back from the pandemic, the plans to reopen its 136-room hotel on Oct. 1st. And the casino’s restaurant Fred & Steve’s Steakhouse plans to reopen on Sept. 23rd.
And What About Las Vegas Tropicana?
The acquisition of Tropicana in April from Gaming and Leisure Properties Inc. will close early next year as part of Bally’s Rebranding.
Rhode Island-based Bally’s Corp. announced Tuesday it would acquire the iconic Strip property from Gaming and Leisure Properties Inc. for about $308 million.
Bally’s has agreed to spend $150 million to operate the Tropicana. GLPI, a gaming-focused real estate investment trust that acts as landlord to the property, will retain the land under the resort-casino and lease it back to Bally’s.
By the way, Bally’s Corp. does not own Bally’s Las Vegas on the Strip. Instead, that 2,800-room property is owned and operated by Caesars Entertainment Inc. And to add to the confusion, the Tropicana Atlantic City is also owned by Caesars Entertainment.
Online Expansion and Acquisitions
Bally’s & FanDuel – Bally’s Is Rebranding
Bally’s earlier in the year opened their FanDuel Sportsbook inside Bally’s Atlantic City Hotel & Casino in New Jersey. The FanDuel Sportsbook’s permanent location opened to the public just in time for the madness of college basketball to begin.
It’s conveniently located by the Northern boardwalk casino entrance, and as customers enter, they will view by two large video walls and multiple betting kiosks. The inside of the sportsbook features a central 25-foot-wide state-of-the-art LED video wall, flanked by two 10-foot-wide LED video walls on either side and ten video displays so fans will never miss out on the action. In addition, fans can place sports wagers at five betting windows or use one of twenty IGT PlaySports self-serve betting kiosks.
The new FanDuel Sportsbook will also feature a curated food and beverage menu, with modern, pub-style fare ranging from Truffle Tots and Smash Burgers to Spicy Edamame and their Curveball Club sandwich, smothered with Basil Aioli. Guests can also treat themselves to a selection of craft and local beers at the iPourIt® self-pour beverage dispenser beer wall, along with thoughtful specialty cocktails.
Bally Sports Betting
In 2021, Bally’s made several deals to expand its online gaming and sports betting business. In February, it acquired SportCaller, a provider of free-to-play online games. The following month, the company acquired Monkey Knife Fight, the third-largest daily fantasy sports operator in the U.S. It also agreed to buy Gamesys Group, a British online gambling company, for $2.7 billion, and in June, Bally’s acquired BetWorks, a sports betting technology provider, for $125 million.
Bally’s recently announced a partnership with the WNBA’s Phoenix Mercury. Missouri also relicensed Bally’s to continue its operation of Casino KC in Kansas City. In addition, on June 29, Bally’s launched Bally Bet, the gaming operator’s mobile sportsbook, in Iowa.
I’m sure this is still the tip of the iceberg for the new Bally’s. The biggest challenge will be uniting the rewards clubs and more continuity with available sportsbooks.