Bally Bet Relaunches in Ohio, More States to Follow

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Bally Bet has relaunched its sportsbook app after going dark for two months as it upgraded the operation.

At the same time, it is expanding its footprint by going live in Ohio. This move comes just in time for the NFL season, which is extra important for Bally Bet in Ohio, as it last year signed a 10-year sponsorship deal with the state’s Cleveland Browns.

The upgraded app is live in Ohio as of August 30, and the Bally Bet website says it expects to roll out in Colorado, Iowa, Indiana, New York, and Virginia very soon.

The revamped sports betting app features technology from third-party betting platform supplier Kambi integrates payment processing from White Hat Gaming.

Both Kambi and White Hat have been extending their reach across the U.S., with White Hat recently confirming its slot games are now available in all six regulated state’s online casino markets.

Bally’s Betting on Kambi and White Hat

Bally Bet has been struggling to gain market share against even the second pack of sports betting operators, let alone the dominant top two.

In New York, the nation’s biggest sports betting market, Bally Bet accounts for around 0.1% of the total handle for the year so far.

Owner Bally’s decision to collaborate with Kambi and White Hat Gaming came after the company decided to abandon its initial plans with Bet.Works and the now-shut down Monkey Knife Fight, which had cost them more than $3 billion in failed investments.

The new app features White Hat’s traveling wallet solution, which allows seamless account integration across the different state apps, and an upgraded customer support service with 24-hour availability.

Kambi also promised to offer “unrivaled online and retail sports betting entertainment to Bally’s global customer base” when it signed the contract with Bally’s in May.

Ground to Cover

Interestingly, though the app is now live, Bally Bet has yet to put out an official statement on the Ohio launch.

However, Bally’s CEO Robeson Reeves did provide comment for a press release from White Hat Gaming.

“As we continue to expand our online presence across the U.S., adding to our well-established retail footprint, it is a pleasure to have our PAM provided by an equally ambitious and innovative company,” Reeves said.

“We are thrilled to be working with White Hat Gaming and look forward to accelerating our growth through its revolutionary platform, which will aid us in becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company.”

Bally Bet has some ground to cover in terms of market share, even with a revamped user experience.

The app that launched today shows no unique welcome bonuses or promotions to celebrate the relaunch, and barely plays into its marketing partnership with the Browns.

As of now, the sportsbook is only operational in newly launched Ohio and in Arizona, the only state that it didn’t turn its services off in during the upgrade process. It is unclear when Arizona sports bettors will get to use the new Bally Bet app.

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