Major provider of land-based and online casino and sports betting services Bally’s Corporation has entered the US mobile betting space with the beta launch of its Bally Bet mobile sportsbook in Colorado.
Colorado sports fans can now place wagers on Bally Bet via desktop as well as on iOS and Android apps that went live on Monday, May 24.
Bally’s new gambling product was developed by Bet.Works, the company’s in-house wagering platform provider which it purchased late last year in a $125 million deal. The company said back then that the acquisition was pivotal to its plans to launch a B2B2C model with considerable growth potential in the fast-growing US sports betting market.
Bally’s said Monday that the beta launch of the new Bally Bet brand would be accompanied by limited marketing and would focus on the deployment, testing, and refinement of the app and the content it features. The company further noted that various enhancements to its new wagering product would be incorporated in the coming weeks.
Colorado entered the US sports betting fold in May 2020 when four major operators launched digital sportsbooks in the Centennial State. More have joined the local regulated wagering space since then and have fueled its growth.
The state’s licensed sportsbook operators took $2.32 billion in wagers and nearly $150 million in revenues during the first year of legal athletic gambling.
Unique and First-in-class Experience
The Bally Bet app will offer betting options for all of the major sports, exclusive in-app parlay games, and integrated social features. Users will additionally be able to earn points betting on their favorite sports that they will be able to redeem for gaming, dining, retail, and other services at Bally’s casinos in Colorado.
The company owns the Golden Gates, Golden Gulch and Mardi Gras casinos in Black Hawk as well as the Arapahoe Park racetrack in Aurora. It also holds 13 OTB licenses around the state.
Of the launch of the new app, Bally’s SVP, Strategy and Interactive Adi Dhandhania said that they are excited to provide sports fans across the Centennial State with “a new and innovative way to engage with their favorite sports and teams” and that they are confident the new Bally Bet brand 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.”
The app will also be integrated with Bally Rewards, the company’s new rewards program that is set to be unveiled in the summer.
Bally’s plans to launch Bally Bet-branded sportsbooks in three additional markets by the end of the year. Subsequent launches are scheduled to occur in 2022.
Source: Bally’s Corporation Launches Mobile Sportsbook In Colorado, PR Newswire, May 24, 2021