Rush Street Gaming, owners of SugarHouse Casino in Philadelphia, recently asked the Pennsylvania Gaming Control Board to allow it to rebrand the casino to Rivers Philadelphia. A Rush Street spokesman said, “Our long-term plan is to establish continuity across Rush Street’s Pennsylvania properties, sportsbooks, iGaming and guest rewards program.” The company hopes to change all the property’s signage and branding by mid-summer. The cost would be about $15 million. The move would unify the Rivers brand across four casinos in three states.
Rush Street Gaming Chief Executive Officer Greg Carlin said, “Since receiving our casino license in 2006, gaming in Pennsylvania has evolved tremendously. Keeping pace with the changing landscape has been paramount to our success. Creating a unified brand is another example of how we’re anticipating and responding to the competitive market for gaming.”
SugarHouse launched the state’s first online betting app, PlaySugarHouse.com, less than a month ago. Rivers Casino Pittsburgh did not apply for an interactive gaming license but did receive a license to offer online sports betting; the new app is rumored to be called BetRivers. It’s not known what the PlaySugarHouse will change its name to or how it will interact with the Rivers product.
SugarHouse will be the third Pennsylvania property to be rebranded this year. The first, Valley Forge Turf Club, rebranded to the Oaks Race and Sportsbook to avoid confusion with FanDuel Sportsbook at Valley Forge Casino. Also, Sands Bethlehem has begun its rebranding to Wind Creek Casino in anticipation of its sale to the Poarch Band of Creek Indians.
