Bally Bet’s New York Relaunch Now Live

Article ByDavid Weir

November 15, 2023

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Posted in: New York Gambling News, US Gambling News, US Sports Betting News

Bally Bet is now live again in New York after a three-month hiatus. The online betting arm of Rhode Island-based Bally’s Corporation announced today it has relaunched its Bally Bet app in the nation’s largest sports betting market.

The hiatus occurred while the operator worked on the app’s transition to a new and improved platform in partnership with developers Kambi and the fast-growing White Hat Gaming.

Bally Bet joins the New York online sports betting market as the rank outsider in a record-breaking field. The New York Gaming Commission recently posted its October 2023 market report, and the eight operators collectively posted a record $2 billion handle.

Operator Bally’s is also looking at moving in the New York casinos market. It recently purchased the former Trump Golf Links Ferry Point, with the aim to turn it into a multibillion casino resort.

“We are thoroughly looking forward to revealing more launches over the coming weeks, as we continue to build on our mission to become the premier, full-service, vertically integrated casinos and resorts, online sports betting, and igaming company,” said Bally’s CEO Robeson Reeves.

Three-Month Turnaround in NY, More Launches Planned

The relaunch in New York is in collaboration with European developer White Hat Gaming, which provides Bally Bet with its player account management (PAM) platform.

This collaboration is vital to Bally’s plan to enhance its sports betting product in the Empire State, alongside its transition from its in-house tech stack to the Kambi sportsbook platform.

“Delivering our PAM to Bally’s across six states in under three months is an incredible achievement. It speaks volumes about our ability to move fast in this industry and provide operators with the tech stack required to launch quickly and smoothly,” said Phil Gelvan, CEO of White Hat Gaming.

“Our hard work in supporting the Bally’s team is far from over, with more state launches planned. It’s an exciting period for us as we continue to grow our U.S. footprint in record time.”

Bally’s previously relaunched Bally Bet in the Ohio sports betting market. It also offers Colorado, Indiana, and Virginia online sportsbooks. Meanwhile, Arizona online sports betting fans kept access to the Bally Bet platform during the whole upgrade process.

Building is the Mission

Bally’s shutdown for upgrades on Bally Bet has been part of a comprehensive restructuring of its North America Interactive division, which incurred significant losses in 2022.

That included purchasing daily fantasy sports platform Monkey Knife Fight for $90 million in 2021, only to shut it down a year and a half later.

Despite being live in six U.S. states, Bally Bet has yet to make a significant impact in any of these markets.

In New York, Bally Bet is consistently dead last in the data reports released by the NY Gaming Commission each month. Before its closure in June, the platform accounted for just 0.1% of the Empire State’s 2023 handle to that point.

That total handle was $10.9 million, with revenues of $646,000 in its first year of operation. Second- smallest New York sportsbook Resorts World, with an extra three months now in the bag, managed a $49.2 million handle in that time.

However, Bally’s still has lofty ambitions for its upgraded platform. Those plans won’t include online casinos in New York, even though Bally Bet has a combined casino app in states in that do offer regulated online casinos.

“We are thoroughly looking forward to revealing more launches over the coming weeks, as we continue to build on our mission to become the premier, full-service, vertically integrated casinos and resorts, online sports betting, and igaming company,” Reeves said.