Bally’s Rebrands Kansas City Casino, Expansion Planned

Rhode Island-based Bally’s Corp. is rebranding Casino KC to Bally's Kansas City Casino.

The property-wide rebrand, which Bally's expects to complete during the first half of 2022, will also include new Bally's dice, cards, gaming chips, and table game layouts. It will replace the exterior entrance sign and implement its Bally Rewards players club program, the company announced Monday.

The riverboat casino is located in Kansas City, Missouri. In April, Bally’s announced a $40 million renovation of the casino site off Front Street. It used to be the Isle of Capri casino.

Bally's Kansas City Casino will host an official groundbreaking ceremony for the public on Aug. 18, according to a news release. There will be a ceremonial groundbreaking, live entertainment, food samples and presentations by Bally's executives and local officials.

“We are proud to bring the Bally's brand to Kansas City as part of what we believe will be a transformative redevelopment of the property,” George Papanier, president and chief executive officer of Bally's Corp., said in the release. “This represents an exciting time for our customers as we have several new and engaging experiences planned for the property, which will generate additional excitement on the Berkley Riverfront.

“I’d like to thank the state of Missouri for its collaboration throughout this process, and I’d also like to recognize our team members for their contributions to this significant endeavor.”

Missouri’s 13 commercial casinos posted $155.8 million in adjusted gross revenue in June, a 10.1% drop from May. The casinos are all on riverboats.

Bally’s Kanas City Expansion

The rebrand is part of a $40 million land-based property expansion at the Kansas City site that Bally's recently announced. The project features national restaurant brands, including Sugar Factory and Chickie's & Pete's sports bar, in addition to new amenities and retail offerings located in the pavilion, the release said.

The new Bally Rewards — a four-tiered loyalty card program — launched on Aug. 2. All existing rewards will be transferred to new Bally Rewards cards.

Bally's owns and manages 14 casinos across 10 states, a horse racetrack in Colorado and has access to OSB licenses in 14 states. It also owns Bet.Works, a B2C sports betting platform; Monkey Knife Fight, a daily fantasy sports site; and SportCaller, a B2B free-to-play game provider.

Bally Bet Launches

In June, Bally's Corp. announced it has entered into a multiyear market agreement with Dodge City-based Boot Hill Casino & Resort. Boot Hill would implement the Bally’s mobile sportsbook — Bally Bet — when online sports betting becomes legal in Kansas.

In May, Bally’s launched Bally Bet in Colorado and said it plans to launch the sports betting app in three other markets by the end of the year. Bet.Works has access agreements in Iowa, Indiana and New Jersey. Three casinos in Colorado — Golden Gates Casino, Golden Gulch Casino and Mardi Gras Casino — were rebranded to Bally’s Black Hawk in July.

Upon closing the Tropicana Las Vegas deal in early 2022, as well as completing construction of a land-based casino near State College, Pennsylvania Bally's will own and manage 16 casinos across 11 states.