The SugarHouse Casino is rebranding, set to become the Rivers Casino Philadelphia on October 29th. The official switch will see the venue take on the Rivers name, with the brick and mortar site to change. While the land-based casino will be known as Rivers, the PlaySugarHouse online brand will stay the same for now. The online casino will change to BetRivers in the future as well as the sportsbooks of the brand.
Rivers Brand Changes
Rush Street Gaming is the operator behind the SugarHouse brand. The company has worked hard to move the Rivers brand into the limelight as the changes are being made. The Wells Fargo Center is home to the BetRivers Lounge, a new venue for sports betting, but the name was confusing to patrons. SugarHouse is more well-known. As the changes with branding are made, Rush Street will have to be vocal that they are still the same but rebranding their offering.
Rush Street Gaming continues to expand across the United States and as they grow, the company wants to maintain the same brand for recognition among players. Thus, the land-based casino holdings of Rush Street now have the Rivers brand. Once the full switch to Rivers is complete, the company will operate the Rivers Philadelphia, Rivers Pittsburgh, Rivers Schenectady and Rivers Des Plaines.
In June, Rush Street Gaming broke the news that they were rebranding with the Rivers name. The overall goal of the company is to create a unified brand to be able to deal with the competitive marketplace.
Beginning with Sports Betting
For Rush Street Gaming, they began the turnover to the Rivers brand with the sports betting industry. The Rivers Philadelphia property transitioned several assets before the switch was made official. In the sports betting realm, BetRivers became the name behind operations. Rush Street opened two new lounges within the Wells Fargo center, thanks to their partnership with the Philadelphia Flyers.
The Philadelphia property also opened a permanent retail sportsbook that holds the BetRivers name. The changes tomorrow will focus on exterior signs of the property. New signage will be unveiled that will include the Rivers Philadelphia.
The rebranding changes throughout Rush Street Gaming’s holdings will cost $15 million once completed.
Along with signage, Rush Street plans on adding new gaming pieces, changing team member uniforms and more. Guests should expect that the casino will have a seamless transition, with more players’ club benefits provided. Rush Street plans on offering their guests a full-service gaming experience, with options via land-based, mobile and online.
SugarHouse currently has 1,600 team members which brings the total number of Rivers Casino employees to 6,000 within four states. Employees of the SugarHouse voted the casino a leading workplace in Philadelphia in 2019, marking 14 times the casino has earned this honor.
With the change, the Rivers Casino Philadelphia will now contribute the $1 million operating grant to the Penn Treaty Special Services District, a payment that was previously made by the SugarHouse Casino.