Bally’s Launches its Mobile Sports Betting App in Colorado

Bally’s Launches its Mobile Sports Betting App in Colorado

Bally’s Corp. has launched its mobile sportsbook, Bally Bet, in Colorado where the company has three casinos. The company said the online sportsbook debut, which is a beta launch, “will be accompanied by limited marketing, will focus on the deployment, testing and refinement of the Bally Bet app and its content.”

Bally’s said in a news release that the Bally Bet app would include enhancements over the coming weeks. The app was developed by Bet.Works, a technology platform being acquired by Bally's.

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The sports betting market launched on May 1, 2020, in Colorado. In just over a year, it has seen more than $2.3 billion wagered, according to the Colorado Division of Gaming. Gross Gaming Revenue was about $148 million.

Bally’s, headquartered in Rhode Island and traded on the NYSE, has been pursuing an aggressive strategy as it expands within the U.S. gambling and sports entertainment market in several ways.

The company has acquired some high-profile casinos; it has a collaboration with the former Sinclair Broadcasting, now known as Bally Sports, with 19 regional sports networks; it has taken on daily fantasy sports (Monkey Knife Fight), and now, it’s launching an online sportsbook.

Among the Bally’s casino properties are Bally’s Atlantic City and, pending, the Tropicana in Las Vegas. Overall, Bally’s currently owns and manages 12 casinos across eight states, a horse racetrack and 13 authorized OTB licenses in Colorado.

Bally’s Growth Plan

When current plans are fully implemented, Bally’s will own and manage 16 casinos across 11 states. The company also has a market access partnership with Elite Casino Resorts through which it will provide mobile sports betting in Iowa, and a temporary sports wagering permit to conduct online sports betting in Virginia.

Bally’s said it plans to launch the sports betting app in three other markets by the end of the year. Bet.Works has access agreements in Iowa, Indiana and New Jersey.

In Colorado, Bally’s casinos are in Black Hawk: The Mardi Gras, the Golden Gates and the Golden Gulch. The company said it plans to launch online sportsbooks in three more states in 2021 with more being added in 2022.

David Wang, founder and CEO of Bet.Works, will become the CEO of Bally's Interactive division once Bally's closes its acquisition of Bet.Works.

"Bally Bet is the culmination of a tremendous amount of hard work by both the Bally's and Bet.Works teams,” Wang said in the release, “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."

Rewards Program to be Unveiled

Bally Bet users who are regular Bally’s customers will also benefit from earning points that can be redeemed for gaming, dining, retail and other amenities at the Colorado casinos and at all Bally's casinos nationwide once a new rewards program is unveiled this summer.

"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,” Adi Dhandhania, senior vice president of strategy and interactive for Bally's Corp., said in the release. “By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience."