The award-winning gaming operations and loyalty technology provider, House Advantage, announced the launch of the new Bally’s Black Hawk branding across the Bally Rewards loyalty program. This implementation unites Bally’s new brand look with its sophisticated loyalty program. As a result of this announcement, the three Bally’s brick-and-mortar properties based in Colorado will now have a united brand and name.

Jon Wolfe, Chief Executive Officer at House Advantage, commented, “This is one of several exciting projects the Bally’s and House Advantage teams have undertaken together, and I couldn’t be more thrilled to deploy the brand unification of the loyalty program quickly and efficiently. Our teams’ abilities to work together to exceed deadline and project expectations is a testament to the sophistication and knowledge of both companies and our dedication to consistency and presentation.”

Wolfe added, “We deeply value a consistent, sophisticated user and customer experience, and share that philosophy with Bally’s. We are proud to work with Bally’s and introduce this incredible rebrand to the employees and players throughout Colorado.”

The rebrand involves both operational and patron-facing elements, such as the visual components used by casino operations and the player portal where consumers can access information on their Bally Rewards accounts. The integration of Bally’s loyalty framework and systems in lockstep with the company’s rebrand was a major milestone for the project, requiring the complete collaboration of House Advantage and Bally’s teams.

With the new program, Bally Rewards cardmembers can earn points and use their cards at all Bally properties throughout Colorado, as well as provide their mobile sports betting customers with the Bally Rewards program. The rebrand will give Bally’s employees and players a unified experience, regardless of their location or device.