Bally’s Corporation debuts sports betting app in Colorado

Bally’s has finally launched its online sports betting app in the US.

Bally’s Corporation has confirmed the launch of its online sports betting product Bally Bet in the state of Colorado.

On Monday, Bally’s announced the beta launch of its mobile sportsbook app, which also marked the operator’s latest foray into the US betting space. This came after the operator allowed for the launch of a FanDuel-branded sportsbook in Atlantic City, New Jersey.

Bally’s sportsbook

The launch of the beta sportsbook app will not be widely marketed. Instead, it will be used to test and refine the sportsbook product. In its announcement, Bally’s revealed its plans to use lessons learned from the beta launch to enhance the app in the coming weeks.

The Bally Bet app, which was developed by the sports technology platform Bet.Works, will allow bettors to place real-money bets on a variety of sporting events.

According to the announcement, the beta launch would feature “betting options for all of the biggest sports, exclusive in-app parlay games and integrated social features.”

Bettors will also be able to earn points that can be redeemed at Bally’s casino facilities in the state of Colorado.

Speaking on the launch, Bet.Works founder and CEO David Wang said: “Bally Bet is the culmination of a tremendous amount of hard work by both the Bally’s and Bet.Works teams, and represents a key component of Bally’s long-term growth and diversification strategy.

“Today’s launch is just the beginning of what Bally’s has in store for the mobile sportsbook market.”

In November, Bally’s announced its $125m acquisition of Bet.Works. Once the deal is complete, Wang will become the CEO of an interactive division within Bally’s.

Bally’s senior vice president for strategy and interactive Adi Dhandhania said: “We are excited to provide sports fans across Colorado with a new and innovative way to engage with their favorite sports and teams, and are confident that the Bally Bet sportsbook will provide those fans with the same unique and first-in-class experience that our loyal gaming customers have come to expect from our three Colorado casinos.

“By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience.”

Three more launches on the horizon

The announcement also outlined plans to launch Bally’s sportsbook app in three more US states in 2021.

Although the operator did not specify where it plans to launch next, likely states could include New Jersey, Iowa, and Indiana. 

The operator’s app developer Bet.Works is currently active in these three states.

Bally’s expansion efforts

Since rebranding from Twin River to Bally’s in November 2020, the operator has made several huge strides in the gambling space through mergers and acquisitions.

In November, Bally’s announced it would take over the naming rights of the Sinclair Broadcast Group‘s Fox Regional Sports Networks.

The deal would see Bally’s and Sinclair create sports betting and gamification content on a national scale, with the intention of positioning Bally’s as a major online gambling operator bringing sports betting and online casino gaming under one brand.

The largest of these acquisitions came in March with a proposed £2bn takeover of the UK-based Gamesys Group Plc. Gamesys is an online software development and gaming business that is listed on the London Stock Exchange.

In April, the land-based operator also completed its $90m acquisition of the US-based daily fantasy sports provider, Monkey Knife Fight.

In February, Bally’s agreed on a $40m deal to acquire the free-to-play games business SportCaller.

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