Bally’s Corporation made its formal entry into the U.S. mobile sports betting market Monday with a beta launch of its app, Bally Bet, in Colorado.
The launch continues a period of drastic change that included a rebranding to Bally’s from Twin River last October, a buying spree of casinos nationwide, and a rebranding of 21 FOX Sports regional networks to Bally’s Sports. BallyBet’s sports betting platform will originate in-house via Bet.Works, which the company acquired for $125 million in November 2020 during its string of purchases in 2020.
“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,” Bet.Works Founder and CEO David Wang said in a statement.”Today’s launch is just the beginning of what Bally’s has in store for the mobile sportsbook market.”
The launch, according to a press release from Bally’s, will focus on “deployment, testing, and refinement of the Bally Bet app and its content” over the coming weeks and be enhanced throughout that process. Bally Bet, which will include “exclusive” in-app parlay games and integrate social features, also will allow bettors to redeem rewards points at Bally’s Golden Gates, Golden Gulch, and Mardi Gras casinos in Black Hawk.
“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,” said Adi Dhandhania, senior vice president, Strategy and Interactive, for Bally’s. “By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience.”
Since accepting wagers May 1, 2020, Colorado has quickly matured into a robust sports betting market with more than $2.3 billion in handle. That handle includes an unaudited figure for April — the Department of Revenue has yet to release that month’s full revenue report — and the Centennial State is one of six to clear $2 billion in the post-PASPA era.
There are currently more than 20 mobile operators in Colorado, and nearly 98% of the handle from last July through March has come via online betting.
More states soon in the offering?
Bally’s Corporation hinted at an additional three states for launching mobile operations this year in its press release but did not identify which ones. It has a market-access agreement in place with Elite Casinos in Iowa to offer mobile wagering and a sports wagering permit for online sports betting in Virginia.
Additionally, Bally’s has pending acquisitions of retail casinos in Indiana (Tropicana Evansville), Illinois (Jumer’s Casino), and Nevada (Tropicana Las Vegas) as part of an expansion that will eventually result in ownership of 16 casinos spanning 11 states.
Tropicana Evansville is already accepting mobile wagers through William Hill, but casinos in the Hoosier State can have up to three online skins. Jumer’s Casino is currently listed as an applicant for a retail sports betting owner’s license on the Illinois Gaming Board’s website, but there is no corresponding application for a Management Services Provider license required to offer mobile wagering there.