Bally’s Corporation announced Monday it has entered the mobile sports betting market with the beta launch of Bally Bet in Colorado. Bally Bet- which is developed by Bet.Works- will now be available to Coloradans on their Android and iOS mobile devices, as well as the desktop on the website.
The beta launch will focus on the deployment, testing, and refinement of the Bally Bet app ad its content, and Bally’s will add enhancements to its digital sportsbook over the coming weeks.
Bally Bet is the 22nd mobile sportsbook for Colorado.
Colorado, First State to Welcome Bally Bet
While the Rhode Island-based casino and gaming company made its sports betting debut in Colorado, the company plans to launch Bally Bet in three other markets in 2021. More will follow in 2022.
The beta sportsbook took to Twitter to announce its arrival on the horizon of Colorado sports betting, with a 3D animation saying “more states coming soon.”
On its web platform, ballybet.com asks customers to “experience just how electric sports betting can be… with a mix of casino, rewards, social features, and in-app games.”
Bally Bet has a market-share deal with Golden Gates Casino in Black Hawk. In Jan. 2020, Twin River Worldwide Holdings-now Bally’s- announced the purchase of Affinity Gaming’s subsidiary that owned three casinos including Golden Gates. The completion of the acquisition also enabled Twin River the rights to three sports gaming licenses in Colorado.
Later in Oct. 2020, Twin River announced it purchased the iconic Bally’s brand formerly owned by Las Vegas-based Caesars Entertainment. A few days later, the company announced in another news release it would change its name to Bally’s Corporation, effective Nov. 9, 2020.
Bally Bet, A Combination of Bally’s and Bet.Works
Bally Bet was developed by Bet.Works, a US-regulated sportsbook technology platform, which Bally’s announced to acquire last November for $125 million.
The news release added that David Wang, founder, and CEO of Bet.Works, will become the CEO of Bally’s Interactive once the purchase is final.
Wang hailed Bally Bet as the “culmination of a tremendous amount of labor by both the Bally’s and Bet.Works teams.” He said the app represents a critical component of the parent company’s long-term growth and diversification strategy.
“Today’s launch is just the beginning of what Bally’s has in store for the online sports betting market.”
What Bally Bet Has in Store?
Bally Bet will allow extensive features to Colorado mobile sports betting including wagering options on the biggest sports, exclusive in-app parlay games, and integrated social features, the release said.
While betting through Bally Bet, customers will be able to earn points they can redeem at Bally’s three casinos- Golden Gates, Golden Gulch, and Mardi Gras- in the Centennial State. Those points can be used for gaming, dining, retail, and other amenities.
In addition to these three Colorado casinos, bettors can use their points at all of Bally’s casinos across the nation once the gambling company’s new reward program is launched this summer.
Adi Dhandhania, senior VP, Strategy and Interactive, for Bally’s Corp. said in the release:
“We are thrilled to offer sports fans across Colorado a novel and innovative way to interact with their favorite sports and teams. By integrating Bally Bet with Bally Rewards, the company provides sports and gaming enthusiasts with an unrivaled betting experience.”