Maintaining the brand in Atlantic City is undoubtedly a benefit as Twin River enters the crowded market. The question is, what can Twin River do with its newly acquired brand? From pinball machines to slots to casinos to health clubs, Bally’s has had a fantastic run as a company. According to the New York Post, Twin River is going all-in on the Bally’s brand, including updating its ticker from TRWH to a name reflective of Bally’s.Īccording to the press release, the deal “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.”Ĭaesars was given a perpetual license for Bally’s Las Vegas as part of the deal.īally’s is no longer a top-tier casino name, but it’s an iconic brand that resonates with the general public. The Bally’s casino brand will live on after Twin River Holdings purchased the iconic brand from Caesars Entertainment for $20 million.
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