Operator News
US – Twin River planning to roll-out newly bought Bally’s brand across its estate
By Phil - 13 October 2020
Having recently bought Bally’s Atlantic City, Twin River Worldwide Holdings has now purchased the rights to the iconic Bally’s brand previously owned by Caesars Entertainment for US$20m with the plan being to roll it out across its estate of casinos in Rhode Island, Mississippi, Delaware, Missouri, Colorado, Illinois and Nevada.
Twin River stated: “This acquisition will allow Twin River to maintain the Bally’s name for the Atlantic City property that it has agreed to purchase from Caesars Entertainment pursuant to the previously announced purchase agreement and enables the company to rebrand virtually all of its portfolio properties under the Bally’s name and logo. As part of the deal, Twin River has agreed to provide Caesars Entertainment a perpetual license to use the Bally’s brand at its existing Bally’s Las Vegas Hotel & Casino property.”
The Bally’s brand was once of the biggest names in gaming with Twin River’s Chairman Soohyung Kim believing it is under used. “This is an opportunity for us to revive a brand that is synonymous with American gaming,” he said. “We appreciate Caesars giving us a chance to use a brand they really weren’t utilising.”
As well as buying Bally’s for $25m, Twin River has been on a post-pandemic spending spree, snapping up Eldorado in Shreveport, Montbleu in Lake Tahoe and Jumer’s Casino in Illinois, all of which are expected to be part of the Bally’s rebranding.
Twin River also plans to build a new sportsbetting empire using the brand with retail, land-based facilities in its casinos as well as a Bally’s branded online betting and gaming website.
Twin River Worldwide Holdings owns and manages nine casinos, two in Rhode Island, two in Mississippi, one in Delaware, one in Missouri and three casinos as well as a horse racetrack that has 13 authorised OTB licenses in Colorado. Its casinos range in size from 603 slots and 8 electronic table games to properties with over 4,100 slots, approximately 125 table games, and 48 stadium gaming positions, along with hotel and resort amenities.
