Twin River has revealed that it intends to rebrand “virtually all” of its rapidly expanding casino operations.
US.- Twin River Worldwide Holdings has announced it will be rebranding to Bally’s Corp from November 9.
The Rhode Island-based enterprise acquired the Bally’s brand from Caesars Entertainment earlier this month but did not confirm what properties were to be rebranded.
It stated that the acquisition would permit Twin River to preserve the Bally’s branding at the Atlantic City casino that it bought from Caesars in April.
The operator has now disclosed that it intends to rebrand “virtually all” of its expanding casino operations. According to CEO George Papanier, the move is designed to unite the “increasingly national footprint under a singular preeminent brand.”
Twin River chairman Soo Kim said the Bally’s name “embodies a rich history” in America’s gambling industry and “aligns perfectly with our current and future growth strategy.”
The company also said last month that the rebranding would help facilitate the launch of a nationwide sports betting operation.