The name change comes as the gambling juggernaut looks to bring the property more in-line with the Bally’s brand after it acquired Dover Downs in 2018.
Since then, the company has expanded its land-based footprint, growing from four to 14 casino resorts — with almost all operating under the Bally’s name.
The original purchase also took place while the company was still Twin River Worldwide Holdings, having only acquired the rights to the Bally’s brand from Caesars Entertainment in 2020. At the time, Twin River stated it would rebrand “virtually all” of its properties under the Bally’s name.
Beginning in December, Dover Downs will receive a makeover as the operator updates the signage, dice, cards, gaming chips and table game layouts. The casino will also transition to using Bally’s Rewards, with all existing rewards transferred to the new system.
Increased brand exposure across all business segments is a key component of Bally’s growth strategy. As part of a naming rights agreement with telecoms giant Sinclair Broadcasting, the company’s name is affixed to 19 regional sports networks.
The networks, which were previously known as Fox Sports networks, are present in most markets with the exception of a few, including Philadelphia.
In addition to its casinos, Bally’s has branched out in the online sports betting sector, obtaining licences in 16 states. The company also owns sports betting platform Bet.Works, daily fantasy sports operator Monkey Knife Fight and SportCaller, a free-to-play game provider.
Bally’s expansion has proved fruitful, with the company reporting a 170% revenue increase for the third quarter of 2021.
