Three Colorado Casinos in Black Hawk to Rebrand as Bally’s

Three Colorado Casinos in Black Hawk to Rebrand as Bally’s
By Bryce Derouin

Three casinos in Colorado are getting a rebrand. Golden Gates Casino, Golden Gulch Casino and Mardi Gras Casino officially have been rebranded to Bally’s Black Hawk, the company has announced.

“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,” Phil Juliano, executive vice president of casino operations & chief marketing officer at Bally's Corp., said in a news release Tuesday. “We are proud to offer Coloradans the Bally’s brand and what it has to offer now and months and years to come.”

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Golden Gates, Golden Gulch and Mardi Gras are the latest to join the Bally’s Corp. Bally’s owns and manages 14 casinos across 10 states in addition to a horse racetrack. In Colorado, the company has 13 authorized off-track betting licenses.

“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,” Juliano said. “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.”

More on Bally’s

Bally's also owns the sports betting platform, Bet.Works, and Monkey Knife Fight, one of the top growing daily fantasy sports sites in North America. SportCaller, a free-to-play game provider, is also owned by Bally’s.

Bally’s employs more than 6,000 people and its casino operations include 15,558 slot machines, 465 table games and 5,355 hotel rooms. With the latest acquisitions — Tropicana Las Vegas and Tropicana Evansville the pending completion of the land-based casino near Nittany Mall in State College, Pennsylvania, Bally’s will own and manage 16 casinos across 11 states.

Bally Bet in Colorado

Bally’s debuted its mobile sportsbook, Bally Bet, in Colorado in May. The app was developed by Bet.Works. At the time of launch, Bally announced its online sportsbook would “be accompanied by limited marketing, will focus on the deployment, testing and refinement of the Bally Bet app and its content.”

Colorado launched its sports betting market on May 1, 2020. According to the Colorado Division of Gaming, players within the state wagered more than $2.3 billion in over a year. Gross Gaming Revenue was nearly $148 million.



Bryce joined after spending the last nine years covering high school and college sports throughout Michigan. He’s served as the primary Division II beat writer for Grand Valley State and Michigan Tech. Along with his newspaper background, he's worked in marketing and recently co-founded Upbeat — the Upper Peninsula of Michigan’s first subscription-based prep sports website. His favorite sports to gamble on are football, basketball, baseball and Formula 1.

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