The company said the beta launch will focus on the deployment, testing and refinement of the app. Iowa is the second state for the app to launch, joining Colorado. Bally’s expects to launch the app in two additional markets this year with more launches on the way in 2022.
Adi Dhandhania, Bally's Corporation's Senior Vice President, Strategy and Interactive, said, "We are very excited to have achieved yet another milestone with the expansion of our mobile sports betting platform in Iowa. As a state that has embraced legalized sports betting since 2019, Iowa was an attractive market for Bally Bet.”
“We look forward to integrating Bally's into Sinclair's broadcast and digital programming in Iowa, providing Iowa sports fans with an engaging and creative sports betting experience, and continuing our work towards solidifying Bally's as a leading retail sportsbook brand with the third greatest reach in terms of U.S. legalized market access.”
Las Vegas-based Bally’s Interactive has a Iowa market access partnership with Elite Casino Resorts.
Iowa has seen a rise in mobile operators since the state allowed customers to register for sportsbooks online at the beginning of 2021. Previously bettors had to register at retail sportsbooks.
Mobile wagers made up 87%, or $100m, of the state’s May handle of $115m. Iowa’s sports betting market is heavily reliant on college athletics given the Hawkeye State lacks a professional sports team.
William Hill, which has six casino partnerships in the state, is consistently the market leader in handle and produced $37.6m in May bets.
Wild Rose/DraftKings/BetRivers was a close runner-up with monthly handle of $33.8m.
