Bally’s enters mobile sports betting market with Colorado entrance

May 25, 2021

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.


Product Spotlight


CasinoTrac is reducing handpay downtime by nearly 90% with SlotSUITE's Self-Pay & W-2 G printing at the slot machine.

Michael Hershman - Dispelling casino 'myths:' New York needs to lose fear of the unknown

Michael Hershman, CEO of the Soloviev Group, joins Tim Poole on the Huddle to put forward his case that the Freedom Plaza is the way to go for one of New York's casino licences. He fields a variety of questions - not shying away from any of them - on why 'myths' about casinos and a fear of the unknown should be dispelled, as well as acknowledging the strength of rival bids and discussing opposition to the project.

Christian Smith - Slot machines a "beautiful intersection of psychology and mathematics"

Bluberi's Christian Smith speaks to Gaming America in an enlightening Huddle. Topics include: the 'Australification' of US gambling, the blending of psychology and mathematics, and the rising trend of three-pot fillers.

As the Tribal gaming sector congregates once more in the Golden State, is it too cliché of me to suggest we are heading for a golden era of Tribal gaming? With the industry set to meet at the Indian Gaming Association t...

From The Top: Will youth be served by Sports Betting?
Two recent interviews in our Huddle podcast revealed to Las Vegas correspondent Brian Joseph just how young sports betting entrepreneurs are becoming.
The Global Gaming Awards: Rewarding Excellence
The 10th edition of the Global Gaming Awards took place in Las Vegas last year. Gaming America looks back... and ahead to this year's.
Preview: Indian Gaming Tradeshow & Convention
Gaming America looks ahead to the 2024 Indian Gaming Tradeshow & Convention and what attendees can expect when they arrive at the Anaheim Convention Centre.
888 and the US Market: A cautionary tale
Gaming America explores the risk of resting on your laurels and the challenge of remaining relevant in a rapidly expanding market.