Bally’s Rebrands Three Colorado Casinos

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Black Hawk casino enthusiasts will see a change in the historic mining town beginning July 7 when Bally’s, which owns the Golden Gates, Golden Gulch, and Mardi Gras casinos, replaces those brands with its own. The new “Bally’s Black Hawk” casinos will continue to operate as they have, just under the Bally’s banner. The company launched its Bally Bet sportsbook platform in Colorado on May 24.

The company, which owns 14 brick-and-mortar casinos across the U.S., has been in the news plenty this year, from its deal with regional sports network Sinclair Media, to its purchase of the Tropicana properties in Las Vegas and Evansville, Ind., to its foray into daily fantasy sports through Monkey Knife Fight. As the year wears on, it seems it’s time to let the rebranding begin. The company last month got approval from Illinois regulators for a deal to buy Jumer’s Casino, which will also eventually be branded with the Bally’s logo.

Bally’s gained ownership of the three Colorado properties as part of the deal to buy the Las Vegas Tropicana.

“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,” said Bally’s Executive Vice President of Casino Operations & Chief Marketing Officer Phil Juliano in a statement via CDC Gaming. “We are proud to offer Coloradans the Bally’s brand and what it has to offer now and months and years to come.”

One-stop shopping for gaming customers

Among Bally’s goals is to provide bettors with one-stop shopping for gaming. To that end, Colorado customers will now be able to use their rewards accounts to earn points at the three Colorado locations, as well as on the Bally Bet digital platform. The points can be redeemed at physical casino locations for “perks and discounts.”

On the sports betting side, Bally’s made history on June 30 when it announced a deal for Arizona market access with the Phoenix Mercury. The partnership marked the first time that a sports betting company has gained access to a state through a women’s sports team. Through the partnership, Bally’s will eventually have a brick-and-mortar sportsbook “in the vicinity” of the Suns Arena (the Mercury’s home court) and will launch its Bally Bet platform in Arizona. A day earlier, the company launched Bally Bet in Iowa.

Jill has covered everything from steeplechase to the NFL and then some during a more than 30-year career in sports journalism. The highlight of her career was covering Oakland Raiders during the Charles Woodson/Jon Gruden era, including the infamous “Snow Bowl” and the Raiders’ 2003 trip to Super Bowl XXXVII. Her specialty these days is covering sports betting legislation across the country.

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