SugarHouse Casino in Philadelphia has announced reinvestment plans that will rebrand the name as Rivers Casino Philadelphia. Part of the reinvestment plan will include a brand new permanent sportsbook as well as an online casino designed to complement the brick-and-mortar facility. The reinvestment will total $15 million.
The name Rivers Casino Philadelphia will take effect later in the fall. The idea is that with the inclusion of online sports betting and casino games being legal in Pennsylvania, this will create a seamless brand platform. The goal is to enhance the customer experience.
“Since receiving our casino license in 2006, gaming in Pennsylvania has evolved tremendously,” said CEO Greg Carlin. “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.”
Rush Street Gaming, owner and operator of SugarHouse, currently has three other casinos in the United States with the Rivers name. Philadelphia will join fellow Pennsylvania city Pittsburgh as well as Des Plaines, Ill., and Schenectady, N.Y., as cities with the Rivers name. This will allow for marketing opportunities to promote one Rivers Casino brand across a number of markets.
As for online gaming, PlaySugarHouse will align with the Rivers brand later in the year. Online players with an account through PlaySugarHouse will have no issues as the transaction will be seamless. The news of this transformation comes less than a month after PlaySugarHouse became the first (and still only) online sportsbook in Pennsylvania.
The transformation of the property will occur over the next few months. With online casino and poker slated to launch in Pennsylvania on July 15, this rebranding is no coincidence. The Rivers Casino in Pittsburgh will be launching an online casino under the BetRivers name. With the name change in Philadelphia, it is expected that PlaySugarHouse will operate under the same name.
According to Rush Street’s presentation to the Pennsylvania Gaming Control Board, “Our long-term plan is to establish continuity across Rush Street’s Pennsylvania properties, sportsbooks, iGaming, and guest rewards program.”
Advantages To The Change
When you consider how high the tax rate is in Pennsylvania for online sports betting and casino gaming (nearly 40% when all is said and done), it makes sense for two casinos under the same ownership to operate as one. The money that will be saved on marketing alone will be worth the merger. Once you factor in the taxes, the move is a no-brainer.
Once it is all said and done, this will really have no effect on PlaySugarHouse customers. In fact, it will have a positive effect, if anything. Now rewards programs will be combined into one between two casinos on each end of the state. Now residents in the Pittsburgh area that have accounts with PlaySugarHouse will be able to go to the Rivers Casino to withdraw funds or use rewards points. This gives Rush Street a huge range in Pennsylvania that covers the state’s two largest cities.