Bally’s Corporation has announced the launch of its mobile sportsbook BallyBet, going live in Colorado yesterday (24 May).
The move signals Bally’s latest foray into the sports betting market, following the opening of a FanDuel-affiliated sportsbook in Atlantic City in March, but marks the first launch of its own online product.
Developed by Bet.Works – a sportsbook technology platform in the process of being acquired by Bally’s – BallyBet will contain betting options for major sports, social features and in-app parlay games. Players will also be able to earn points which can be redeemed at Bally’s casinos within Colorado.
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.”
Bally’s senior vice president for strategy and interactive Adi Dhandhania added: “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.”
Bet.Works wasn’t the only major acquisition for Bally’s in the past year, as the operator’s $2.7bn merger with Gamesys is set to be completed by the end of 2021.