Bally’s remakes Dover Downs in its image

The move is part of a massive rebranding effort on the part of the company.

The rebranding-fueled growth of Bally’s Corporation has continued apace as Dover Downs Hotel & Casino has become Bally’s Dover Casino Resort. 

Bally’s purchased the property in Delaware in 2018 when it was known by its previous name, Twin River. The company officially rebranded in 2020 after purchasing Bally’s Casino in Atlantic City, New Jersey.  

Over the last few years, the rebranded Bally’s has, under the stewardship of New York financier Soo Kim, been on a casino buying spree. Taking advantage of the lower prices that became the norm during the depths of the pandemic, Bally’s has grown from its arsenal of properties from four to 14 over the last three years.  

From December, the Dover Downs property will be outfitted with new Bally’s signage, Bally’s dice, cards, chips and table game layouts. In addition to this, the reward system will be updated to be that of Bally’s. All of the rewards from the older Twin River Casino will be transferred to the new iteration.  

Bally’s is not only expanding through the purchase of casinos. It also struck a naming rights agreement with Sinclair Broadcasting that will affix the brand with 19 regional sports networks. Furthermore, it is making an aggressive push into the online gaming sphere. Already it has licenses for this in 16 states.  

Finally, there has been a push to construct more casinos, as the market has returned to normalcy and the time during which cheap casino could be had is increasingly a thing of the past.  

In an indication of the operator’s will to build, Bally’s has submitted proposals for a planned casino in Chicago and it is gearing up to be a top contender for a proposed casino in New York City.  

Cameron Saunders

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