Following a series of aquistions, Bally’s Corporation was reborn in 2021 as a global omni-channel casino-entertainment brand with a growing presence of land-based casinos, sports betting and iGaming offerings.

Based on the breadth of the brand’s offerings, we were challenged to create an overarching brand strategy, creative idea and visual identity system that brought much needed cohesion to both physical land-based and online gaming experiences.

Project objectives:

1. Create a new, clear understanding of Bally

2. Attract new gamers without alienating loyalists

3. Stand out from direct gambling competitors

4. Work across land-based, interactive and sports media

The brand strategy is comprised of three dimensions which provide distinctiveness:

Positioning Statement:

For curious gamers who believe life should be lived on full blast, Bally's is the entertainment powerhouse that lets you raise the stakes as high as you want. So you can enjoy endless thrills at every turn.

Personality Attributes:

Unapologetic

Electric

Fun

Creative Idea:

The Ballyverse: a new universe of fun

To create a cohesive feeling and lean into Bally’s existing equity, we doubled down on red and updated the heritage wordmark for the digital age. We then layered on additional excitement and energy by reinventing and repurposing classic gaming cues: a three-column system that echoes the slot machine, stickers that pile up like poker chips, photography that playfully repeats elements to convey a sense of abundance, and a custom-made variable font family that shows off the brand’s eclectic sensory thrill. These traits combine to make the brand feel unapologetic, electric, and fun, indulging in maximalist expression that welcomes everyone to jump into the Ballyverse: a new universe of fun.

Bally's Corporation is a global casino-entertainment company with a growing omni-channel presence of Online Sports Betting and iGaming offerings. It currently owns and manages 14 casinos across 10 states, a horse racetrack in Colorado and has access to OSB licenses in 17 states. It also owns Gamesys Group, a leading, global, online gaming operator, Bally's Interactive, a first-in-class sports betting platform, Monkey Knife Fight, the fastest growing daily fantasy sports site in North America, SportCaller, a leading, global B2B free-to-play game provider, and Telescope Inc., a leading provider of real-time fan engagement solutions.

With approximately 10,000 employees, Bally's casino operations include more than 15,800 slot machines, 500 table games and 5,300 hotel rooms. Upon closing the previously announced Tropicana Las Vegas (NV) transaction, Bally's will own and manage 16 casinos across 11 states. Its shares trade on the New York Stock Exchange under the ticker symbol "BALY".