Taking your retail casino brand and slapping "Bet" on it is the no-fuss route to an online gambling identity

BetParx Goes With A Complicated, Colorful Identity For Online Gambling

It seems as though BetParx is taking a page from the playbooks of brands like Facebook, Netflix and Pinterest.

The new logo consists of a single, colorful letter X and the BetParx name (or betPARX, as the company stylizes it). That X logo and the new name, BetParx, represent the new brand for the online casino and sportsbook associated with Pennsylvania’s retail casino, Parx Casino.

Yesterday, Bensalem, Penn.-based Greenwood Gaming and Entertainment, owner and operator of the land-based casino at the same address, announced the “BetParx Casino x Sportsbook.”

The BetParx rebrand of Parx Casino and Parx Sportsbook apps in New Jersey and Pennsylvania come relatively far into the online gambling operator’s history in the marketplace. Parx Casino launched in June 2019 in the Keystone State.

BetParx, the “wholly owned subsidiary” of Greenwood, will also be the name of any new apps.

Once online sports betting launches in Ohio, BetParx Sportsbook is slated to join the marketplace.

Only one situation doesn’t fit the mold.

In Michigan, Gun Lake Casino in Wayland used its own branding and tech from what was then called Parx Interactive. In other words, PlayGunLake launched in April 2021 as an online casino and sportsbook powered by Parx. So it’s also a BetParx product.

Parx Casino rebranded to betPARX

The new betPARX logo

Parx Interactive appears to be BetParx now

Parx Interactive was the PlayGunLake partner, but that “wholly owned subsidiary” has taken on the BetParx, too.

While a Parx representative didn’t respond to Online Poker Report‘s request yesterday to clarify if Parx Interactive is part of the rebrand, it seems only logical.

For instance, Matthew Cullen was senior vice president of interactive at Parx Interactive. In yesterday’s press release, he was listed as senior vice president of iGaming and sports for BetParx.

Parx adding ‘bet’ is akin to other iconic retail casino brands

Bally Bet, BetMGM and WynnBET are just a few examples of online gambling brands that bring retail casino brands to mind.

Bally Bet is associated with Rhode Island-based Bally’s Corporation. The operator’s brand recognition mainly stems from Bally’s retail casinos located across the US, from Bally’s Atlantic City to Bally’s Lake Tahoe in Nevada.

BetMGM, which has the largest US online casino market share, is a joint venture between Entain and MGM Resorts International. As the name implies, Las Vegas-headquartered MGM’s casinos stretch from the Vegas Strip to Macau and beyond.

WynnBET, the online gaming division of Wynn Resorts, benefits from the Las Vegas-based brand’s world famous “five-star standard” retail casinos.

Online gambling operators without this quirk

However, not all operators follow this naming pattern.

Caesars Sportsbook is one major exception. While it kept the name of its retail casino chain, it decided to forego the “Bet” part.  The same is true of Mohegan Sun Casino.

International operators like Bet365, Betway, PointsBet and Unibet aren’t linked to land-based casinos in American minds.

Thankfully, DraftKings and FanDuel are online brands with no retail casinos, just retail sportsbooks. They don’t include “bet” in their names.

Therefore, it’s good even-money wager that retail companies entering the online gambling space will do this. The dominant trend is simply to take the most recognizable part of their land-based operations’ names, and add the word “Bet.”

For instance, imagine that the Spokane Tribe of Indians in Washington ever added sports betting to their two retail casinos. Imagine then that they are allowed to add online sportsbooks. They might then decide to use thee name of their Chewelah Casino…

…and name their app BetChewelah.

- Heather Fletcher is the lead writer with OnlinePokerReport. She's a career journalist, with bylines in The New York Times, Adweek and other publications. Reach her at [email protected]
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