Bally’s

New Business Pitch - Compelling strategy to capture new opportunities and drive growth.

Create a distinct brand identity for Bally's that sets itself apart from the category while staying relevant to the needs and preferences of casino lovers.

The Ask

Bally’s is perceived as outdated making it difficult to connect with modern audiences and stand out in the competitive gaming and entertainment industry.

The Problem

The Solution

Develop a refreshed brand identity for Bally’s that resonates with female casino lovers aged 50+, positioning it as the go-to destination for this key demographic.

The Background

Bally’s Corporation, founded in 1955, is a major gaming and entertainment company operating casinos, sports betting, and iGaming. With properties across the U.S. and a growing digital presence, Bally’s offers immersive entertainment experiences and owns brands like Bally Sports.

The Research

Bally’s is an entertainment brand mostly known for casinos, slot machines, and online gaming.

They’ve recently expanded from three to sixteen casino/resort properties across the country, and are focused on growing them.

Per client, current branding “was designed for online gaming, not in-person experiences” And people have mixed perceptions about the brand.

Negative perceptions

Outdated / Old – uninviting atmosphere, stale

Sometimes dealers aren’t the best-trained
Unmemorable
Basic

Target Audience

• Driven by self-expression and the joy of treating themselves without having to impress anyone.

• Financially secure and responsible; casinos represent a chance to temporarily "escape" from their usual risk-averse behavior

• Friendly and sociable; using casinos to enjoy prolonged time with friends in a relaxed and inviting space (vs. intense, brief thrills)

Positive perceptions

Family-friendly, welcoming
Affordable - reasonable price
Generous in how they treat their customers
Nostalgic/historical

Even the most responsible people need to let loose without guilt.

Insight

Center female casino lovers 50+ (often overlooked despite their importance to the industry) while remaining inclusive of all casino lovers.

Opportunity

Strategy

Position Bally’s as America’s break room – a vibrant place where people can unwind, have fun, and let go of the pressures of daily life, all without the weight of social expectations or responsibilities.

INTRODUCING