Casino-entertainment heavyweight Bally’s Corporation has announced exclusive, multi-year agreements with sports betting services provider Kambi Group and iGaming platform provider White Hat Gaming for the provision of an online sports betting and online casino platform and player account management infrastructure for Bally’s.
Combining these services with Bally’s core strengths 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.
Bally’s explained that migrating to the Kambi platform can help reduce costs as certain fixed costs from its own platform will become variable, which will also help to “reduce risk.”
Robeson Reeves, Chief Executive Officer of Bally’s Corporation, said: “We are very excited to have entered into long-term agreements with Kambi and White Hat, two of the world’s most established and trusted gaming technology companies.”
“Kambi provides an award-winning sportsbook that delivers unrivaled sports betting entertainment. By incorporating that with White Hat’s PAM platform solution, as well as our geographic reach, customer base, and marketing prowess, Bally’s will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market,” he added.
Robeson Reeves, CEO of Bally's Corporation
In its agreement with Kambi, Bally’s will leverage the supplier’s suite of omnichannel products, trading capabilities, content solutions, and model-driven approach to liability management to offer sports betting and online casino to its players across the retail and online in its 17 casinos in 11 states and seven live online states.
The agreement also gives Bally’s the option to acquire a license to a limited part of Kambi’s online and retail technology source code, which would trigger a separate outsourcing agreement.
Kristian Nylén, Kambi CEO and Co-Founder, noted: “We are pleased to enter into this long-term partnership with Bally’s to enable the enhancement and expansion of its online and retail sports betting platform and services. Kambi is the proven global leader in sportsbook provision, and I believe this powerful collaboration with Bally’s will deliver its customers the next-generation betting entertainment they demand.”
Kristian Nylén, Kambi CEO and Co-Founder
Meanwhile, the agreement with White Hat Gaming sees Bally’s leverage its player account management platform, featuring a proprietary cashier, multiple RGS integrations, managed services, and its traveling wallet. White Hat Gaming will also deliver sports betting and online casino content via its aggregation and third-party platform.
Phil Gelvan, CEO of White Hat Gaming, commented: “We are excited to partner with an innovative gaming company such as Bally’s, whose vision for growth and diversification complements that of White Hat. We are confident that our core technology, including our best-in-class PAM solution, plus our managed service offering, will not only enhance the Bally’s experience and player engagement but also support its expansion strategy.”
This deal comes as part of the restructuring of the North American Interactive division, the performance of which CEO Reeves described as “unacceptable” whilst noting that the firm would not repeat past mistakes. Another part of the restructuring saw Bally’s shut down Monkey Knife Fight, its daily fantasy sports product, purchased for $90 million in 2021.
Last week, Bally’s announced that its physical Twin River Lincoln Casino Resort in Rhode Island officially opened 40,000 square feet of new gaming space in what the firm calls a landmark expansion of its casino floor. The newly opened space boasts 355 slot machines, 57 table games, 27 stadium-style games, and a high-limit gaming area.