Bally’s Corp. has launched its mobile sports betting platform, Bally Bet, in Colorado. The company is already active in the Centennial State, running and operating three casinos. Bally’s stated that its maiden online sportsbook launch, which is a beta launch, “will be accompanied by limited marketing.” They will primarily focus on testing the Bally Bet app, its content, and how it will be deployed.
Bally’s revealed in a press release that the new mobile app would include enhancements over the coming weeks. Bet.Works, a technology company recently acquired by Bally’s, developed the app. It has been long hoped there would have been a Bally’s online casino launched in NJ, but it seems the company is going down the sports betting route first.
Colorado’s sports betting market launched on May 1, 2020. According to the Colorado Division of Gaming, the industry has seen more than $2.3 billion wagered in just over a year. Additionally, Gross Gaming Revenue has generated around $148 million.
Bally’s headquarters is in Rhode Island and traded on the NYSE. The company has made no secret of its desire to pursue an aggressive strategy to expand across the United States sports entertainment and gambling market in numerous ways. For example, Bally’s has purchased some high-profile casinos to strengthen its foothold on the US gambling market.
In addition, the company has agreed to a collaboration with the former Sinclair Broadcasting, which is now known as Bally Sports, which includes 19 sports networks. Finally, Bally’s has also acquired daily fantasy sports company Monkey Knife Fight and has now launched its own online sportsbook.
Bally’s Growth Strategy
When current goals and aims are finalized, Bally’s will own and manage 16 casinos across 11 states. Additionally, the company has also agreed to a market access partnership with Elite Casino Resorts, which will give it market access to mobile sports betting in Iowa. Bally’s also obtained a temporary sports wagering permit to participate in online sports betting in Virginia.
Bally’s has expressed its desire to launch the sports betting app in three other markets by the end of the year. Bet.Works have agreements in place in New Jersey, Iowa, and Indiana.
In Colorado, Bally’s casinos are in Black Hawk: The Golden Gulch, the Golden Gates, and the Mardi Gras. In addition, the company has revealed its plans to launch online sportsbooks in three more states this year, with more to come next year. David Wang, founder, and CEO of Bet.Works will be the new CEO of Bally’s Interactive division when the acquisition of Bet.Works has been finalized.
New Rewards Program Revealed
Regular Bally’s users who download and sign up to the Bally Bet app will also benefit from earning points that can be redeemed for top prizes, including dining, gaming, and retail. Additionally, these loyal customers can also take advantage of other amenities at the Colorado casinos and Bally casinos throughout the country once a new rewards scheme is launched later this year.
Adi Dhandhania, senior vice president of strategy at Bally’s, said the company is excited to give sports fans in Colorado “a new and innovative way to engage with their favorite sports and teams.” He added that with the integration of Bally Bet with Bally Rewards, they would be providing sports and gaming fans “with an unmatched betting experience.”
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