Bally’s Brand Disappears as Horseshoe Casino Opens on Las Vegas Strip

The renowned Horseshoe brand is now part of the Las Vegas Strip, as the longstanding rebranding of Bally’s has finally come to a close. Operated by Caesars Entertainment, the iconic casino name returned to Sin City last December, with the external marks and signage being altered over the next few months. On March 24, a celebratory event was held to commemorate the completion of the year-long transition.

Horseshoe was originally created in 1951 by gambler Jack Binion, and has since become a symbol of no-limit betting throughout North America. The brand is now operated by Caesars Entertainment, who also owns 10 Horseshoe properties spanning the continent.

It was later in 2020 that Bally’s was sold to Twin River Worldwide Holdings for a reported $20 million, thus marking the first time since 1986 that the Bally’s name has not been featured in a Las Vegas casino. The company formerly known as Bally’s now operates the Tropicana on the Strip, which may eventually undergo rebranding as well.

Horseshoe is one of the oldest and most renowned gaming brands in the industry, having been acquired by Harrah’s Entertainment in 2004 as part of a $5.2 billion purchase of Caesars and Binion’s Horseshoe in downtown Las Vegas. The Horseshoe Las Vegas venue is a testament to the brand’s longevity, and has been designed to evoke its classic sophistication with elements such as tooled leather, striking colors, and the signature golden horseshoe icon.

The casino will play host to the World Series of Poker this year, paying homage to the Binion family’s poker legacy. Other amenities include the WSOP Hall of Fame room, The ARCADE, Guy Fieri’s Flavortown Sports Kitchen, Jack Binion’s Steak, and Martin Yan’s M.Y. Asia.

The arrival of Horseshoe marks a new chapter in the history of the Las Vegas Strip, and an exciting addition to the city’s gaming scene.