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Bally’s Atlantic City is a property Phil Juliano knows well.
Besides growing up in the resort town, he spent a portion of his career in the Atlantic City casino industry.
Pretty soon, Juliano will likely be spending more time at the Jersey Shore.
Twin River Worldwide Holdings is finalizing a deal to purchase Bally’s AC. Juliano is the senior vice president and chief marketing officer of the Rhode Island-based company.
Play NJ spoke exclusively with Juliano and George Papanier, CEO of Twin River.
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It’s no secret Twin River is preparing to take over an aging Bally’s property in serious need of capital improvements. And joining the hot NJ online casino and sports betting markets is on the list, too.
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What makes Bally’s attractive?
Twin River didn’t decide to purchase Bally’s just because it was available for a bargain-basement price of $25 million.
The casino-hotel complex sits at the center of the world-famous Boardwalk, for one. Another key factor was gaining market access in New Jersey.
“We certainly are familiar with the AC market, as Phil and myself have spent … a portion of our careers there,” said Papanier. “We just felt that this is a property that’s consistent with the types of properties that we’re interested in, particularly as we entered into a diversification strategy about four years ago.”
But Papanier also noted that buying Bally’s gives Twin River access to a robust NJ online casino and sports betting market:
“It’s not only the property and its appeal at the center of the Boardwalk, [it] is the fact that we’ll be entering into another sports betting market as well as an iGaming market. We think we could do a lot of things to this property that’s going to bring it back to a level of prominence that it once had.”
Twin River expansions in AC and beyond
As long as everything goes according to plan with licensing, Twin River will be a brand-new player in the Atlantic City market.
At the same time, Twin River continues to expand its casino holdings throughout the US.
The company currently owns and manages seven casinos, including two in Rhode Island, one in Mississippi and one in Delaware. The other three casinos, as well as a horse racetrack that has 13 authorized off-track betting licenses, are in Colorado.
And earlier this year, in a separate deal with Eldorado Resorts, Twin River announced the purchases of Eldorado Resort Casino Shreveport and Mont Bleu Resort Casino &Spa.
Put it all together and the company is gaining access to the New Jersey, Nevada and Louisiana gaming markets. And once the deals are signed, sealed and delivered, the grand total will be seven markets.
Memories of Bally’s early days in Atlantic City
While Twin River owns properties nationwide, Bally’s is the one Juliano still remembers from its early days.
There was a time when it was the most successful casino in town.
“What I remember most about Bally’s, in the beginning,” said Juliano, “was they actually had to do an expansion before they had really gotten open and saw what was really transpiring, because the business was so robust.”
He won’t soon forget the atmosphere of Atlantic City and Bally’s back then. There was a constant bustle of construction, material expansion and growth.
“And then it became a big success machine in the marketplace. I remember it hit a profit mark of $165 million. And I think it kind of dwarfed the other places after Resorts’ initial opening, and then Resorts kind of fell into I think a third-place position, and Caesars was second and Bally’s was the leader.
“And it was a big, expansive place that appealed to a lot of different market segments. It had robust table games. It had a lot of slots … because it had the relationship with the manufacturer.”
Fast-forward to today, and the market is night-and-day different.
Bally’s is near the bottom, if not at the bottom, of any given month in revenue. It’s no longer the breadwinner of years past. Twin River hopes to change that.
Twin River and big plans for Bally’s AC
Even though Twin River is still waiting for the keys to be handed over, the to-do list is coming together. When things get done will be determined at a later date.
However, here are some of the areas of immediate focus Papanier said Twin River plans on addressing:
- Upgrading and refurbishing the rooms
- Introducing new restaurant brands
- Improving the casino gaming floor with product upgrades
- Addressing and emphasizing the pool and spa area
- Enhancing the convention and meeting space
Juliano added one more thing to the list: “rebuilding and building relationships with customers.”
“Customers that go to Bally’s now used to go to Bally’s before. … Yes, we’re part of a bigger company, but we’re a single entity in Atlantic City,” said Juliano.
“We’re not sharing you around with other properties. This is going to be your destination. When you come here, we’re going to, as I said, build a relationship, rebuild a relationship with you that’s going to be seeping in value and appreciation.”
In other jurisdictions, Twin River has seen similar success. Juliano is sure that the company can do it in Atlantic City, too, a market he said “appreciates value very much.”
NJ sports betting + NJ online casinos = big opportunities
Way back in the early years, sports betting was just a pipe dream. Atlantic City casinos now have skin in the game. Juliano and Papanier are well aware of the fast-paced growth of legal sports betting.
By gaining a New Jersey license, Twin River will kick open the NJ sports betting door. Plus, there is a robust online casino market. Each license holder is permitted to have up to three mobile sportsbook skins and fiveonline casino apps in NJ.
And with Caesars maintaining ownership of the massive Book at Bally’s, a new retail sportsbook is in the plans, too. As such, Papanier said it will immediately apply for a sportsbook and online gambling license.
“As you know, in order to have local sports betting, you’re going to need to construct a retail sportsbook,” said Papanier. “We currently operate sportsbooks at all our other existing properties, so it’s something we’re very familiar with.
“As soon as we’re licensed and close on this transaction, we think that we can bring an exciting sports betting brand to AC.”
As far as a location for the future retail operation goes, the Twin River team said there are a couple of high-exposure spaces off of the Boardwalk under consideration. And, Papanier noted, “We think either one of them could create a pretty nice impression.”
As far as online partnerships go, Twin River has market access deals in Colorado with DraftKingsand FanDuel sportsbooks.
Juliano and Papanier did not go into specifics of their sports betting plans.
Caesars is holding down the fort … for now
All of these plans, of course, are currently in limbo. The future of the property was discussed during this month’s Casino Control Commission hearing pertaining to the Eldorado-Caesars merger.
And for now, Caesars is responsible for taking care of Bally’s. Unlike its Atlantic City sister properties (Caesars, Harrah’s and Tropicana), there are no property-specific upgrades on the table, at least not from Caesars.
Play NJ caught up with Steve Callender, Northeast regional president for Caesars Entertainment, to discuss Caesars’ plans for AC. For now, he said, Caesars is keeping an eye on Bally’s.
“My instructions are we run it like we own it until we don’t own it anymore,” said Callender. “It’s not just overseeing, it’s lending support and advice. When a deal gets done, then I’ll stop worrying about it. Until then, it’s part of our [responsibilities].”
Going forward, Twin River will be inheriting the Bally’s property minus the Wild Wild West Casino. The new owners are getting the Dennis Tower, which is closest to the Western-themed gaming space.
Will Bally’s get a new name?
Bally’s has been part of the AC skyline since Dec. 29, 1979. Only two other casinos have been around longer: Resorts (May 26, 1978) and Caesars (June 26, 1979).
But there is a realistic possibility that the Bally’s name could end up on the same list as Revel, Trump, Sands and Hilton as just another piece of Atlantic City’s past.
Nothing is set in stone at this point. Twin River, however, has experience dropping recognized names in the gaming industry in favor of something new.
“For example, in Kansas City, we had an Isle of Capri. It’s now Casino KC. Well, everybody’s kind of loving it. It kind of rolls off your tongue,” said Juliano. “But the challenge is we’ve got to get awareness up so that everybody’s not confused anymore about that Isle of Capri is no longer there and the Casino KC exists where Isle of Capri was.
“We’re very familiar with that challenge. Same thing down in Vicksburg. We are now Casino Vicksburg [and] it used to be Lady Luck. We can step up to those challenges, I think, regardless of what happens. But let’s stay tuned, because it depends on just exactly how we end up as to what the magnitude of that challenge will be.”
Bally’s, Atlantic City and the future
Of course, there is the other big test: making Bally’s competitive again.
When the Division of Gaming Enforcement releases its monthly report, Bally’s regularly ranks toward the bottom in land-based casino revenue. In February, the last full month AC casinos operated prior to the shutdown, Bally’s reported a casino win of just $12 million.
Resorts took the eighth spot with $14.5 million.
And there is no telling what kind of impact the 25% limited capacity will have on July’s numbers.
For now, the next step for Twin River is getting a casino license. The detailed plans for Bally’s AC will soon follow.
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As Juliano said, stay tuned.
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- BetRivers Illinois: Online/mobile sportsbook
- BetRivers Michigan: Coming Soon
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| BET RIVERS ONLINE SPORTSBOOK | - June 25, 2019 in Pennsylvania - October 3, 2019 in Indiana - May 1, 2020 in Colorado - June 18, 2020 Illinois |
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BetRivers Pick’em Contest Details
Big news here for PA sports betting fans! BetRivers Sportsbook just announced a $500,000 prize NFL pick contest for the 2019 season. This is the first major pick contest that has been announced outside of Las Vegas that involves the entire NFL regular season. Here are the details on how to enter the contest and the prizes available.
How To Enter
Simply go to PA.BetRivers.com to enter the Pro Football Pick’em contest. The early bird entry fee is $125 before August 15th. After that date the fee jumps to $150.
Prize Money
Here is where the excitement really hits the next level about this contest at BetRivers. The top 500 players will receive a cash prize that is at the worst more than the entry fee.
WEEKLY PAYOUT
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SEASON LONG PRIZE ESTIMATES
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2nd – $40,000
3rd – $20,000
4th – $15,000
5th – $10,000
6th-10th – $5,000
11th-20th – $3,000
21st-30th – $2,000
31st-50th – $1,000
51st-100th – $500
101st-200th – $250
201st-400th – $200
401st-500th – $175
Biggest Loser:
$2,500 for the most incorrect picks
Rush Street is the parent company of Rivers Casino in Pittsburgh and Sugarhouse Sportsbook Promo Code in Philadelphia. The SugarHouse Sportsbook app that is live in NJ and PA, will be the same app utilized by Rivers. Of course, having the Rivers Casino logo at the top.
Rivers Sportsbook Physical Location Details
Rivers Sportsbook is located in a temporary location within the Pittsburgh casino. The permanent sportsbook is scheduled to open before the kick-off of the 2019 NFL season. You can see the plans for the new Rivers sportsbook here.
– Approximately 3,000 square feet
– Luxury sports lounge design
– Club chairs & table seating for approximately 98 people
– State-of-the-art 14’ x 7’ LED video wall
– 15 flat screen, hi-definition monitors
– Food & beverage offerings available
Rivers Permanent Sportsbook Details:
– Central gaming floor, at the current location of Levels Lounge
– On-site sportsbook, sports cashiers and self-service kiosks
– Ready with an online solution early in 2019
– ETA on completion is late Spring 2019
Bet Rivers Online Sportsbook Free Bonus
PA online Sports Betting is finally here with the launch of numerous online sportsbooks and mobile betting apps. Rivers Sportsbook has a highly competitive new player bonus that will certainly attract new players. The sportsbook bonus provides a 100% match on your first deposit up to $250. Deposit $250 and you will receive a free $250 bonus, it is that easy!
To clear the bonus funds for cash-out, players on BetRivers must wager the amount of the bonus one time. When the 1x rollover is complete, you are then clear to make a withdrawal. This type of bonus is on par with other PA sportsbook offers like the risk-free bet promo at Unibet Sportsbook.
BetRivers Online Sportsbook Technology:
The sports betting software and technology behind the Rivers online sportsbook and mobile betting app is operated by Rush Street Interactive and Kambi. Rush Street Interactive is an off-shoot of Rush Street Gaming. Rush Street owns, develops and operates proprietary i-gaming platforms. The PlaySugarHouse.com online sportsbook/casino and mobile app in New Jersey is also owned and operated by Rush Street Interactive.
Rush Street Interactive manages the services area of the sportsbook. These include Customer Care, Payments/Risk Management, Retention/CRM/Analytics, Web Management/Live TechOps/Security, Regulatory Reporting & Accounting.
Kambi provides 24/7 risk monitoring, risk management and player fraud prevention. Kambi also handles odds pricing, trading and event settlement of wagers, along with seamless wallet integration with their RSI platform.
BetRivers Banking Options Deposit/Withdrawal
BetRivers online Sportsbook and mobile betting is a white label version of what SugarHouse provides in NJ. Therefore, the same banking options and methods as PlaySugarHouse.com are present on BetRivers. Here are some of the various options players will utilize to make deposits and withdrawals at Rivers Online Sportsbook and Betting App.
PayPal
Visa/MasterCard
Rivers Prepaid Card
ACH (eCheck)
Neteller
Online Bill Pay
PayNearMe
Cash out at the Rivers window
Bank wire transfer
Our Thoughts On The BetRivers Sportsbook & Mobile App
Name: BetRivers Sportsbook
Operating System: iOS, Android
Application Category: sports
- Deposit Bonus
- Customer Support
- Variety of Betting Options
- Mobile App
Our Thoughts On The BetRivers Online Sportsbook
It does not matter what you call it, BetRivers sportsbook or Rivers Sportsbook, Rush Street has produced a solid online sportsbook for PA sports bettors. The BetRivers and SugarHouse brands are operated by Rush Street Interactive. Within the PA sports betting market, you can access both sportsbooks via an Android app, any desktop platform, or iphone/ipad browsers. A BetRivers iOS app is still not available in Pennsylvania. Hence we only gave them a 4 out of 5 stars for mobile apps in our review.
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User Review
- Deposit Bonus
- Customer Support
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- Mobile App
Pros
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