Dream time / Chernetskaya
The Connecticut Lottery Corporation (CLC) chose the name of the brand he will use for his online bookmaker.
Surprisingly enough, this will go with PlaySugarHouse Sportsbook, an existing but obsolete brand already offered in other states by the CLC partner, Rush Street Interactive (RSI). Online gambling and sports betting has been legalized in the Nutmeg state, and operators are expecting a launch that could take place as early as next month.
The Connecticut Department of Consumer Protection’s Gaming Division (DCP) must still authorize, review and certify the new bookmaker, as well as those of the Mohegan and Mashantucket pequot tribes. Governor Ned Lamont said on September 9 that the launches would likely take place in October.
Mohegan Sun associated with FanDuel such as online casino, sports betting and daily fantasy.
The Mashantucket pequot the partner is DraftKings. This tribe, which exploits the Foxwoods Resort and Casino, said he also plans to offer iGaming as well as sports betting.
HB 6451, that Governor Lamont promulgated in May, also authorizes a limited line of iLottery products and CT online poker. The latter, however, may be slow in coming.
RSI’s leading online gambling and sports betting brand is BetRivers. However, while DraftKings and FanDuel can both use their primary brand without a problem, RSI faces a problem due to an oddity in state rules. These state that no online gambling or betting platform may be used to promote a retail casino brand.
Digital mohegan may have a similar problem if he wants to use his own brand rather than FanDuel’s. He probably can’t use Mohegan Sun, as that’s the name of the casino, but the tribe’s name alone might be acceptable.
PlaySugarHouse isn’t exactly a catchy name. It also won’t resonate much with Nutmeggers. Although Connecticut produces a certain amount of maple syrup, the sweets (or shacks) are not as ingrained in the local culture as they are in other parts of North America. Even the Connecticut Tourism Board admits Vermont and Quebec are more famous for it.
Rob lamothe – Owner of Lamothe sugar shack, Connecticut’s largest sugar mill – said in January on CTVisit.com:
“Connecticut maple syrup is healthy and tasty, with the same high standards as those in Vermont and Quebec, because of our passion for it.
However, this is what RSI has to go with, since Rivers is a large chain of casinos operated by Rush Street Gaming, of which RSI is a spin-off. SugarHouse was also originally the name of a Rush Street casino. It takes this name from Jack Frost Refinery, which once occupied the same site. However, it was renamed Philadelphia Rivers in 2019.
That, and the introduction of the BetRivers brand, led to speculation that RSI would phase out the PlaySugarHouse brand. The Connecticut brand rule, however, adds new value to the name. Here, the fact that SugarHouse Casino no longer exists is a positive point.
RSI could be acquired soon, impacting the Connecticut Lottery skin
It’s a mystery solved. Yet other questions arise. Last month, rumors began to circulate that RSI may be ripe for the acquisition.
David Payne Purdum, who writes for ESPN chalk, added more fuel to the fire. He tweeted yesterday:
“Fanatics has been in discussions with sports betting operators Rush Street Interactive and Betsson to execute its sports betting plans and is considering acquiring one of the companies, per source.”
Whether and how this could affect Connecticut’s plans is a matter of speculation. Mergers and acquisitions have occurred at a rapid pace in the online gambling industry in the United States. The strategic implications of these agreements will unfold in the years to come.