Bally’s Corporation has been working toward getting more involved in the mobile/online side of the sports betting industry. And with the launch of a new sportsbook in Colorado, Bally Bet, the company has done just that.
However, while Bally Bet has launched and is active, the corporation is not looking to engage in a lot of marketing and advertising right away. It is not that they do not want to seek out a larger piece of the state’s industry. But the app is just in its “beta” form and will likely need some work.
But once the kinks get worked out, and the app is polished, the push to gain a foothold in the market will likely begin.
Bally Bet is what came from Bally’s acquiring Bet.Works, a sports betting tech company. Once the app gets perfected in Colorado, it would not be shocking to see it launched in the other three states Bet.Works has a license in: Indiana, Iowa and New Jersey.
David Wang, CEO and Founder of Bet.Works, had this to say in the press release announcing the launch:
“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.”
The process by which the app and sportsbook were created got rolling back in November 2020 when Bally’s bought Bet.Works for $125 million. It was around this time that Bally’s purchased its Atlantic City location from Caesars and VCI Properties for $25 million.
The acquisition gave Bally’s 14 casinos spread across 10 states.
As for the mobile app, according to the press release, it will feature odds and betting options for all the biggest and most popular sports in the country. There will also be exclusive in-app parlay games, and social features worked in.
One aspect of it that many online sportsbooks and mobile apps do not have is a rewards program. When users bet on sports, they will earn points which they can apply to various things at one of the Bally’s casinos in Colorado or one of the other locations across the country.
Adi Dhandhania, Senior Vice President, Strategy and Interactive, for Bally’s Corporation, commented on the inclusion of sports betting with the Bally’s reward program:
“By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience.”
Plans are for Bally Bet to launch in three additional states at some point during 2021, with others to follow in 2022.
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