Bally’s finds sports gambling partner for app relaunch
Bally’s Corporation has announced that it has entered into exclusive multi-year agreements with Kambi Group plc and White Hat Gaming to serve as online sports betting and platform providers to Bally.
After ongoing development projects are completed, Bally’s will have 17 casinos in 11 states. The company is looking to revive Bally Bet, its online sports betting platform, which the company plans to roll out in seven states and four retail gaming locations by the end of 2023.
Bally said it is also looking to offer online sports betting internationally, which the Kambi deal could help facilitate.
Through the partnerships, Bally’s said it “will leverage Kambi and White Hat technology integration, licensing in all regulated jurisdictions, and end-to-end solutions.”
“We are very excited to have entered into long-term agreements with Kambi and White Hat, two of the most established and trusted gaming technology companies in the world,” said Robeson Reeves, chief executive officer of Bally’s Corporation. “Kambi offers an award-winning bookmaker offering unrivaled sports betting entertainment. Incorporating it with White Hat’s WFP extension platform solution, as well as our geographic reach, customer base and marketing capabilities, Bally’s will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market.
Under the terms of the partnership with Kambi, Bally’s will integrate Kambi’s products, commercial capabilities, content solutions and model-based approach to liability management.
Bally’s retains the option to license a limited portion of the source code of Kambi’s online and retail technology.
“Kambi is the proven global leader in providing sports betting,” said Kristian Nylén, CEO and co-founder of Kambi. “I believe this powerful partnership with Bally’s will offer its customers the next-generation betting entertainment they demand.”
Bally’s is a gambling sponsor of Minor League Baseball, one of its key partnerships in reviving sports betting.
In April, Bally’s announced a multi-year partnership with Minor League Baseball, making Bally’s the first national media rights holder and exclusive fantasy and gambling partner of MiLB. Bally’s Corporation obtains live broadcast and exclusive rights to free-to-play game content across its digital platforms and strategic partner channels.