Why Did Rush Street Rebrand PlaySugarHouse Sportsbook And Casino To BetRivers NJ?

Written By Bill Gelman on August 15, 2022 - Last Updated on August 29, 2022
BetRivers NJ

When it comes to NJ gambling, SugarHouse has strong brand recognition with Garden State gamblers. It comes as no surprise being the NJ sports betting app is entering its fifth season of NFL betting.

So some New Jersey bettors might be confused about why the “BetRivers Coming Soon!” message appears when opening the app.

So for those wondering why rebrand now, those who follow casino industry news are aware Rivers is the name parent company Rush Street predominately uses. We’re talking both land-based casinos and online. This includes the Philadelphia Waterfront casino that opened as SugarHouse before becoming Rivers.

The BetRivers Sportsbook is currently available in 12 other states including neighboring Pennsylvania and New York.

However, other than the BetRivers branding messaging and new color scheme (dark blue and yellow), players likely will not notice much difference. Here is a snippet from the coming soon message:

“We appreciate your patronage and loyalty. You are our top priority and as such, this transition will not impact the features and experiences that you have received and enjoyed from PlaySugarHouse since 2016.”

The message is referencing the brand’s NJ online casino debut.

Update Aug. 17: The rebrand from PlaySugarHouse to BetRivers in NJ is now complete.

Saying goodbye to PlaySugarHouse

Since PlaySugarhouse and BetRivers are both managed by Rush Street Interactive, the website and app are simply getting a fresh look. You’re good to go using your existing SugarHouse app and account info. Basically, beyond the branding “nothing else will change.”

Those who prefer plays slots and table games on their laptop will be redirected to the BetRivers site automatically.

This means the Rush Rewards, games library and customer support team will remain the same. However, at least for now, don’t expect those account balances to transfer when visiting Pennsylvania or New York. New Jersey players will still be able to make deposits and withdrawals at the Golden Nugget Atlantic City casino cage.

The sportsbook will continue operating under the Monmouth Park license (online casinos must partner with an Atlantic City casino).

BetRivers Bonus Bash week is here

Now that the BetRivers rebranding is underway, the operator is making things a little more exciting by rolling out the BetRivers Bonus Bash. Between today Aug. 19, NJ players will receive a random prize each day once they log in. Only one prize per day.

They include:

  • Bonus money
  • Free bets
  • Wheel spins
  • Slot tournament entries
  • Scratch cards
  • Deposit matches
  • Bonus store points

Name changes part of the NJ online casino game

PlaySugarHouse changing its name to BetRivers is the latest rebranding example.

Whether you’re a NJ sports betting or online casino player, you know this isn’t the first time a company is switching names.

Here are some that you may or may not remember:

  • BetStars to Fox Bet 
  • William Hill to Caesars Sportsbook 
  • Betfair to Stardust 
  • 888 Sport to SI Sportsbook (still awaiting NJ launch)
  • Vigtory to Fubo Sportsbook (launch date TBD)
  • PlayMGM to BetMGM 
  • BetAmerica to TwinSpires (operator is no longer offering online gambling)

So adding one more name like BetRivers to the list is no big deal.

Bill Gelman Avatar
Written by
Bill Gelman

Bill Gelman has been reporting on the NJ gambling market since 2018, right around when the Garden State launched sports betting. Bill transitioned from lead writer for PlayNJ and NJ Gambling Sites to his current role as managing editor in 2020. Besides offering in-depth analysis on NJ gambling market trends and news, Bill regularly sits down with Atlantic City casino industry executives to offer readers exclusive interviews and comprehensive coverage. Bill received a bachelor's degree in journalism from Ithaca College. He has contributed to other Catena Media sites including The Lines, Legal Sports Report, PlayPennsylvania and PlayCanada.

View all posts by Bill Gelman
Privacy Policy