Bally’s signs multi-year sports betting deal with White Hat Gaming

May 3, 2023
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The operator hopes the partnership will further expand its digital footprint.

Bally's Corporation has signed a multi-year agreement with White Hat Gaming, which will serve as the company’s online sports betting and platform provider.

Under the terms of its agreement with White Hat, Bally’s will have access to White Hat’s PAM platform solution, as well as casino and sports betting content “via a mixture of direct supplier and aggregator integrations through its casino module.”

White Hat Gaming CEO Phil Gelvan described the deal as a win for everyone involved.

He 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 PAM solution, plus our managed service offering, will not only enhance the Bally's experience and player engagement, but also support its expansion strategy."

Bally’s anticipates releasing Bally Bet in seven states and at four retail gaming destinations by the end of the year. Part of its recent sports betting multi-year agreement with Kambi involves integrating its suite of omnichannel products and content solutions.

The collaboration will bring together 17 casinos throughout 11 US states and will support Bally Bet’s relaunch, as well as the integration of the Bally Rewards program.

Bally’s CEO Robeson Reeves commented: "We are very excited to have entered into long-term agreements with both Kambi and White Hat -- two of the world's most established and trusted gaming technology companies."

He concluded: “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.

“This, in turn, will support our vision of becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting and iGaming company."

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