Bally's Looking To Use Tax Rises To Expand In UK Online Casino Market
Bally’s Corporation has announced its preliminary results for the fourth quarter and full year ending December 31, 2025.
Results showed revenue was up 28.6% across all metrics, with casinos and resorts offering a 12.9% gain.
Bally’s Intralot B2C, the company’s consumer-facing digital arm, generated an additional 13.9% compared to 2024.
North America Interactive, which represents the company’s digital efforts in the region, was up an impressive 55.4%.
A Transformational Year
Reporting the results, Bally’s CEO, Robeson Reeves, said: "Our fourth quarter completed a successful and truly transformational year for Bally’s.
"In 2025, we reshaped and expanded our portfolio both domestically and internationally, online and in retail, while strengthening our balance sheet and positioning the Company for near- and long-term growth."
In October, Intralot completed the acquisition of Bally’s International Interactive, handing over 58% of shares to the Rhode Island-based gambling company.
“The company’s primary market is the US, where it now has nearly 20 venues in 11 states.”
The resulting company, Bally’s Intralot, is responsible for lotteries and global digital gaming, including the European and UK markets.
While many gambling companies and online casino sites in the UK market are reporting losses even ahead of this April’s tax changes, Bally’s believes it stands to benefit from the upheaval.
In its report, Bally’s said: "In November, the United Kingdom announced an increase in remote gaming duty effective April 2026.
"As a strong operator with high margins, our Bally's Intralot B2C segment is well positioned to mitigate the impact of this change and take market share, and our UK iGaming revenue growth in the fourth quarter already outpaced that of our closest competitors."
Bally’s launched as a pinball manufacturing company in the 1930s.
After pivoting to the production of aeroplane parts and munitions during World War II, and supplying gaming machines throughout the mid-20th century, it launched its first brick-and-mortar casino in Atlantic City, New Jersey, in 1979.
The company produced its last pinball machine in 1999, but the game still holds an important part in the company’s history.
Bally’s primary market is the US, where it now has nearly 20 venues in 11 states. It was also one of three companies to secure New York City casino licenses at the end of last year and is developing the former Tropicana site in Las Vegas, which will become Bally’s Las Vegas.
Bally’s Global Expansion
The company has also expanded outside the United States and holds a controlling stake in The Star Entertainment, an Australian gambling company that has faced financial struggles since its Sydney casino had its license suspended in 2022.
In April 2025, Bally’s announced it had bought the former Aspers casino at The Gate in Newcastle and reopened it earlier this month under its new brand.
The company also offers a Bally’s UK online experience.
Bally Bet offers a full sportsbook and maintains a portfolio of around 1,000 online slots and casino table games.
It recently announced a new partnership with Ezugi, which will see the Bally Bet platform offer Ezugi’s innovative titles.
Players will be able to enjoy a Bally’s branded version of EZ Marble Race, for example, which offers pinball-style marble races.
