Bally’s Corporation is bringing its European casino brand to a new U.S. market.
The casino and entertainment giant has announced the rebranding of its iGaming brand Virgin Casino to MONOPOLY Casino in New Jersey. Bally’s is bringing MONOPOLY Casino to the Garden State following its success in the UK and Spain. The brand’s presence in New Jersey correlates to the MONOPOLY board game, which is inspired by Atlantic City.
Users of Virgin Casino have a seamless transition to MONOPOLY Casino using their existing account information to wager with the new app. The migration includes all player account details while providing access to a collection of games that were available on the Virgin app. The new MONOPOLY Casino app also includes new titles and a rewards program.
Bally’s has rebranded its online casino in New Jersey as the company aims to continue growing its North American business. In Q3, its North America Interactive segment emerged as a bright spot during the quarter amid mixed company-wide earnings results.
The North America Interactive business in Q3, which included Bally Bet, Virgin Casino and Bally Casino, generated $45.6 million in revenue. By comparison, the segment saw revenue in Q3 2023 reach $29.5 million. Bally’s has reported growth in its North America Interactive segment but has declared the need to increase its reach in New Jersey.
“We remain very pleased with the ramp in our iGaming operations in Rhode Island and results benefited from excellent performance in Pennsylvania during the quarter,” said Bally’s Corp. CEO Robeson Reeves during the company’s third-quarter earnings call last week. “However, we were impacted to a certain extent by softness in New Jersey.”
The launch of MONOPOLY Casino is poised to help Bally’s attract new players in the state.
Company-wide revenue for Bally’s in Q3 2024 closed at $630 million remaining flat compared to the same period last year. Bally’s North America Interactive segment posted an adjusted EBITDA loss of $11 million amid new market launches across the U.S.
