Home News Bally’s rebrands three Colorado casinos

Bally’s rebrands three Colorado casinos

Published on July 7, 2021

Ezra Amacher

Three Black Hawk, Colorado casinos have rebranded under the Bally’s Corp. name, the company announced.

Golden Gates Casino, Golden Gulch Casino and Mardi Gras Casino are now Bally’s Black Hawk.

“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,” Phil Juliano, executive vice president of casino operations & chief marketing officer at Bally’s Corp., said. “We are proud to offer Coloradans the Bally’s brand and what it has to offer now and months and years to come.”

The rebrand comes a little more than a month after Bally’s introduced its mobile sports betting app, Bally Bet, to the Colorado market.

Bally’s bought the trio of Black Hawk casinos in April 2021 through a sale-and-leaseback transaction with Gaming and Leisure Properties Inc. The acquisition was part of the deal that gave Bally’s control of Tropicana Las Vegas.

The Rhode Island-based company has 13 authorized off-track betting licenses in Colorado.

Black Hawk, a 45-minute drive west of Denver, has allowed gambling since 1990. The small historic mining community has a total of 18 casinos.

Black Hawk’s retail sportsbooks have struggled to attract customers since Colorado legalized sports betting in May 2020.

Of the $249m sports wagers placed in May 2021, 99% were online.

Bally’s will look to attract more customers to its retail sportsbooks while growing its mobile app in the Centennial State.

“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,” Juliano said. 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.”

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