Bally's Corporation has entered into agreements with Kambi Group and White Hat Gaming to serve as Bally's B2B online sports betting and platform providers.
Combining these market-leading services with Bally's core strengths, including its expansive footprint, which will consist of 17 casinos across 11 states once ongoing projects are completed, a robust, proprietary player database, an integrated Bally Rewards programme and a cross-functional marketing operation, will support the relaunch of Bally Bet—Bally's online sports betting platform - which the company expects to occur across seven states and at four retail gaming locations by the end of 2023. They will also enable Bally's to expand its OSB presence globally over time.
Through these partnerships, Bally's will leverage Kambi's and White Hat's proven technology integration, extensive licensing across regulated jurisdictions, end-to-end solutions and track record of executing quick launches to support the expansion and enhancement of its online and retail sportsbooks.
In addition, the fixed cost structure previously associated with powering Bally's B2C sports betting platforms will shift to a variable cost structure that will generate significant cost savings and reduce risk.
These benefits, coupled with enhancing Bally's online and retail sportsbooks to drive further customer engagement with the Bally brand, will better position the company to deliver near and long-term results to investors.
Robeson Reeves, CEO of Bally's Corporation, said: "We are very excited to have entered into long-term agreements with both Kambi and White Hat, two of the world's most established and trusted gaming technology companies."
