US regional casino operator Twin River Worldwide Holdings (TRWH) is officially rebranding under the Bally’s name, while its Atlantic City casino of the same name is adding a FanDuel-run retail sportsbook.

On Wednesday, the Rhode Island-based TRWH announced plans to change its corporate identity to Bally’s Corporation effective November 9, with its stock to trade on the New York Stock Exchange under the new ticker symbol ‘BALY’.

Two weeks ago, TRWH announced its intention to eventually rebrand “virtually all” of its expanding casino portfolio under the Bally’s name and logo, which followed the company’s purchase of the Bally’s Atlantic City casino from rival Caesars Entertainment in April. (Caesars retained the right to continue operating the Bally’s Las Vegas Hotel & Casino under its existing name.)

TRWH chairman Soo Kim said the Bally’s brand “embodies a rich history” in America’s gaming market and “aligns perfectly with our current and future growth strategy.” TRWH CEO George Papanier stuck to the script, saying the company aimed to unite “our increasingly national footprint under a singular preeminent brand.”