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US – House Advantage deploys new Bally’s Black Hawk branding across loyalty network

By - 8 July 2021

House Advantage, a leading loyalty and gaming operations technology provider, has announced the deployment of the new Bally’s Black Hawk branding implemented across the Bally Rewards loyalty framework. This announcement signifies the unification of the three Colorado-based Bally’s brick-and-mortar properties under their now combined visual brand and name.

The rebrand is both operations and patron-facing and includes unifying the visual components used by casino operations, as well as the player portal where patrons access their Bally Rewards account information and offers. Launching across Bally’s loyalty framework and systems in lockstep with the company’s rebrand announcement was a milestone achievement for the project and required the collaboration of both House Advantage and Bally’s teams to fully execute.

“This is one of several exciting projects the Bally’s and House Advantage teams have undertaken together, and I couldn’t be more thrilled to deploy the brand unification of the loyalty program quickly and efficiently,” said Jon Wolfe, Chief Executive Officer at House Advantage. “Our teams’ abilities to work together to exceed deadline and project expectations is a testament to the sophistication and knowledge of both companies, and our dedication to consistency and presentation.”

The new program allows Bally’s Reward Card members to earn points and use rewards cards at each of the Colorado properties, and extends the Bally Rewards program to its Bally Bet mobile sports betting players. With the rebrand, Bally’s operations employees and player base will have a unified experience regardless of the location or device being used.

“We deeply value a consistent, sophisticated user and customer experience, and share that philosophy with Bally’s,” said Wolfe. “We are proud to work with Bally’s and introduce this incredible rebrand to the employees and players throughout Colorado.”

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