Bally’s enters mobile sports betting market with Colorado entrance

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Bally’s Corporation has entered the mobile sports betting market with the launch of Bally Bet in Colorado.

Developed by Bet.Works, Bally Bet is undergoing a beta launch in Colorado, where it will be accompanied by limited marketing. Bally’s said it will “focus on the deployment, testing and refinement of the Bally Bet app and its content.”

David Wang, Founder and CEO of Bet.Works said, "Bally Bet is the culmination of a tremendous amount of hard work by both the Bally's and Bet.Works teams, and represents a key component of Bally's long-term growth and diversification strategy. Today's launch is just the beginning of what Bally's has in store for the mobile sportsbook market."

Bally’s acquired sports betting platform provider Bet.Works in November 2020 for $125m. The acquisition is nearing closing, at which time Wang will become CEO of Bally’s Interactive.

Bally’s has a significant presence in Colorado, including three casinos in the gambling town of Black Hawk (Golden Gates, Golden Clutch, and Mardi Gras).

Adi Dhandhania, Senior Vice President, Strategy and Interactive, for Bally's Corporation, said, "We are excited to provide sports fans across Colorado with a new and innovative way to engage with their favorite sports and teams, and are confident that the Bally Bet sportsbook will provide those fans with the same unique and first-in-class experience that our loyal gaming customers have come to expect from our three Colorado casinos. By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience.”

Colorado is one of the fastest growing sports betting markets. The recorded $2.3bn of handle in its first year of sports betting, which launched in May 2020.

Bally’s plans three additional sports betting launches in 2021. Bet.Works is already a platform provider in New Jersey, Indiana, and Iowa, making those the most likely markets for launches later this year.

The company said subsequent launches will follow in 2022.

Bally’s is also in the midst of unveiling a new rewards program this summer, which will coincide with pending acquisitions of Tropicana Evansville (Evansville, Indiana), Jumer's Casino & Hotel (Rock Island, Illinois), and Tropicana Las Vegas.

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