Bally’s rolled out its first mobile sportsbook with the launch of Bally Bet in Colorado, adding that three more states are coming soon. [Image: Shutterstock.com]
App live on mobile and web
Lincoln, Rhode Island-based casino and gaming company Bally’s Corporation has made its mobile sports betting market debut with the Colorado beta launch of Bally Bet.
Bally Bet took to Twitter to announce its arrival on the Colorado mobile sports betting scene yesterday, with a 3D animation promising “more states coming soon”:
According to a May 24 news release, Bally’s plans to roll out mobile sportsbooks in three more markets in 2021, with more to follow in 2022. In Colorado, the Bally Bet app is now live for Android, iOS, and web.
On its ballybet.com web platform, the blurb invites customers to “experience just how electric sports betting can be […] with a mix of casino rewards, social features, and in-app games.”
Bally Bet takes beta-first route
Launching the mobile sports betting app as a beta product gives Bally’s the opportunity to test and refine the Bally Bet product and its content. The company said it intends to add “enhancements” to its app “over the coming weeks.”
In addition to offering wagering options for all major sports with integrated social features, Bally Bet also comes with “exclusive in-app parlay games.” A highlight of the sportsbook is how it will give bettors the opportunity to earn points redeemable across a variety of Bally’s assets and amenities. These include Bally’s Golden Gates, Golden Gulch, and Mardi Gras casinos in Black Hawk, Colorado. Bally’s stated that the points scheme will roll out at all of its US casinos when its new rewards program launches this summer.
Bally’s senior vice president of strategy and interactive, Adi Dhandhania, said the integration of Bally Bet with Bally Rewards “will provide sports and gaming enthusiasts with an unmatched betting experience.”
Meteoric rise of Bally’s sports betting star
The founder and CEO of Bet.Works, David Wang, will become the CEO of Bally’s Interactive once the acquisition closes. Wang’s assertion on Monday that the Bally Bet launch “was just the beginning of what Bally’s has in store for the mobile sportsbook market” comes as exciting news for bettors.
The Rhode Island brand’s competitors may, however, experience an altogether less comfortable version of excitement.
In agreeing to pay Sinclair $85m to rebrand all 21 of its FOX regional sports networks, Bally’s landed access to fans of more than half of the US’s NBA, NHL, and MLB franchises.
Bally Bet “represents a key component of Bally’s long-term growth and diversification strategy.”
Wang summed up Bally’s US sports wagering vision, saying that Bally Bet “represents a key component of Bally’s long-term growth and diversification strategy.”
After its Colorado launch, the sports betting ball is very much in Bally’s court.