Caesars Entertainment announced a total rebrand of its online sports betting platform this week, with upgraded offerings, including a more intuitive user experience.  Caesars has planned a multi-million marketing campaign to promote its revamped Caesars Sportsbook product.

Caesars Ready to Pump $1 Billion Into the Product

In an earnings call on Tuesday, Caesars’ CEO Tom Reeg made it clear that the company was ready to compete in the US sports betting space. According to Reeg, the company is ready to make a 10-figure investment into its newly rebranded online gambling platform.

As the Earnings+More team noted in its latest newsletter, Reeg said:

The “entire workforce has been incentivized to sign up people to digital and there is a real lean-in to digital.” Prior to launching the app and Caesars Digital, “the digital business we were doing was incidental and not truly focused and now we’re looking to generate cash at maturity well in excess of 50% of what we invested.”

“If it turns out to be $2bn, we’ll be having a good experience,” Reeg said. “My view is that we’re in a unique situation, everything opened up and everyone is looking for customers. We have 60 million customers in our database and the ability to serve them at all levels as their value to us increases.”

Upgraded Caesars Sports Betting Experience

To provide insight into the new Caesars Sportsbook, the company is launching a nationwide advertising campaign featuring JB Smoove. The comedian takes on the Caesar persona to showcase what the sportsbook offers and how players can bet like a Caesar. Patton Oswalt also lends his voice to the marketing campaign as Carl, a player who is already taking advantage of Caesars’ Rewards and sports betting services.

It seems the overall goal of the company is to provide an upgraded experience to players that visit the sportsbook online. In a press release, co-President of Caesars Digital, Chris Holdren, stated that sports bettors expect to be treated like royalty. In Caesar’s world, everyone is an emperor.

The Caesars Sportsbook app delivers an experience worthy of them. We invite people to play with us online, stay with us at our resorts and experience their favorite sports in new ways through our unparalleled partnerships.”

The app is operated by Liberty, which is Caesars’ customized tech stack. To celebrate the launch of the new option, the company provides new app users with a risk-free first bet worth up to $5,000.

The new offering promises to provide more with every wager via the Caesars Rewards program. Each bet you place will earn Rewards Tier Credits and Reward Credits. Reward Credits that players earn can be redeemed at over 50 locations within 16 US states. Free play, getaways, dining, and sports experiences are among the eligible rewards.

Building The Caesars Online Sports Betting Brand

Caesars Entertainment has been quite busy over the past few months building up its sports betting brand. Caesars Sportsbook is accessible in Colorado, West Virginia, Indiana, Virginia, Michigan, Tennessee, and New Jersey. It will launch in at least three more states once regulatory reviews are completed.

In other markets, the company’s offers online sports betting services near physical locations. In these areas, players will use the William Hill app to access the new sportsbook. Caesars acquired the William Hill brand last year and has plans to sell its non-US assets by the year’s end.

The company has plans to continue building up its sports betting portfolio as the year continues. During a recent earnings call, CEO Tom Reeg stated that the company would have to invest considerably to succeed in the US sports betting industry. The acquisition of the William Hill brand has helped the company begin the first steps to making an impact on the market.