H
ouse Advantage, a loyalty and gaming operations technology provider, announced on Wednesday the complete rebranding of three Colorado-based Bally’s Corporation brick-and-mortar properties, which are now unified under a combined visual brand and name.
Golden Gates Casino, Golden Gulch Casino, and Mardi Gras Casino have been rebranded to Bally’s Black Hawk.
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 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 Phil Juliano, Executive Vice President, Casino Operations & Chief Marketing Officer at Bally’s Corporation.
“We are proud to offer Coloradans the Bally’s brand and what it has to offer now and months and years to come. 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. 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,” Juliano added.
The Chief Executive Officer at House Advantage Jon Wolfe, said: “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. 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.
Wolfe added: “We deeply value a consistent, sophisticated user and customer experience, and share that philosophy with Bally’s. We are proud to work with Bally’s and introduce this incredible rebrand to the employees and players throughout Colorado.”
Bally’s currently owns and manages 14 casinos across 10 states, a horse racetrack, and 13 authorized OTB licenses in Colorado.
Original article: https://www.yogonet.com/international//noticias/2021/07/06/58280-ballys-rebrands-three-casinos-in-colorado
