Bally’s debuts first version of mobile sportsbook in Colorado
Bally Bet enters beta phase in Centennial State as precursor to wider rollout
Bally’s Corporation has officially made its entry into the rapidly growing US online sports betting market, announcing the beta launch of its mobile sportsbook in Colorado on May 24.
Bally Bet was developed by Bet.Works, the sportsbook technology provider acquired by Bally’s Corporation in late 2020 for $125m as part of the formation of Bally’s Interactive online division.
The beta launch of Bally Bet will primarily be used as a testing period to focus on the deployment and refinement of the mobile app. As a result, the launch won’t be accompanied by the type of marketing blitz typically associated with an online sportsbook debut.
Throughout the beta period, Bally’s plans to add enhancements to its app, which will ultimately include a betting menu covering all the major sports and “exclusive in-app parlay games and integrated social features,” among other attributes.
“Bally Bet is the culmination of a tremendous amount of hard work by both the Bally’s and Bet.Works teams, and represents a key component of Bally’s long-term growth and diversification strategy,” said Bet.Works CEO David Wang, who is set to become the CEO of Bally’s Interactive.
“[Monday’s] launch is just the beginning of what Bally’s has in store for the mobile sportsbook market,” he added.
Bally Bet, which is entering a teeming and competitive Colorado market that already boasts more than 20 mobile operators, will look to lean on its omni-channel capabilities as an additional differentiator. Bally Bet users will have the opportunity to apply the points they earn betting on sports to perks such as gaming and dining at Bally’s three retail casino properties in Blackhawk, Colorado.
“By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience,” said Adi Dhandhania, SVP of strategy and interactive for Bally’s Corporation.
Colorado represents merely the first piece of Bally’s aggressive go-to-market strategy in the US, as the operator intends to launch its mobile sportsbook in three additional states in 2021, with further launches slated for 2022.