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Philadelphia’s Sugar House Casino is soon set to rebrand as part of a series of upgrades that Rush Street Gaming, the property’s owner, has planned. This fall, the gaming and entertainment complex will officially change its name to Rivers Casino Philadelphia. As it turns out, these changes have been part of the company’s plans for quite some time now especially now when there is more need for a unified brand thanks to such legislative developments as well as the rapid growth of online gambling across the United States.
“We’re going to buy all new chips, change all the signage, all the shirts, all of the business cards — it’s a long list of things that need to be swapped out. Not only that we’re upgrading the property, but we’re also going to add a state-of-the-art sports book. We’re redoing one of the restaurants. We’re re-carpeting the original casino floor. We’re changing the decorations, we don’t want this just to be a name change, we’re really changing the property as well,” Greg Carling, the chief executive of Rush Street Gaming said.
This move will see Rush Street Gaming unify all its online gambling and sports wagering operations across different states in the US under one recognizable brand and platform. The name change and the new sportsbook aside, some of the other upgrades that the casino has planned included a signature restaurant as well as a revamped online casino experience that will complement the land-based casino operations. Fortunately, customers will be treated to a seamless transition as well as many more perks in the form of expanded players club benefits as well as a whole rounded full-service gaming experience both on land-based venues, on mobile and online.
In total, the rebranding will cost the operator $15 million with the contracts set to go to local contractors and companies. While this might seem like a relatively small among compared to other renovation projects, it is only going to be a continuation of the $164 million expansion project that kicked in 2016.
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The new Rivers Casino Philadelphia will officially debut in the coming fall which is a strategic move that will come alongside the advent of online gambling and sports betting in the Keystone State. That said, it easy to see why having a seamless brand platform will go a long way in enhancing the operator’s offerings and, in turn, overall gamer experience in the state.
Also, the property’s plan to rebrand was acknowledged by the Pennsylvania Gaming Control Board (PGCB) during a June 12 meeting. The casino launched operations in the state back in 2006 and since then it has evolved tremendously and it is now one of the leading operators in that region. By rebranding and upgrading the property, Rush Street Gaming will be keeping in line with a strategy that has helped the property to achieve most of its success.
