Bally’s targets improved betting functionality with Degree53 acquisition
US operator eyes Bally Bet 2.0 launch and enhancements to mobile and product in deal for Manchester-based development company
Bally’s Corporation has agreed a deal to acquire Manchester-based creative agency Degree 53.
Financial terms of the deal were not disclosed, although the US operator has said the acquisition will “advance Bally’s global omni-channel offering, providing key functionality” to Bally’s various mobile platforms.
This includes the integration of Degree 53 technology into the firm’s newly acquired player account management (PAM) and online gambling platform from Gamesys Group.
At a wider level, Degree 53 will provide support to Bally’s brands Monkey Knife Fight (DFS) and SportCaller (F2P). Degree53 will also provide support by building out product development in the Sinclair Broadcasting Group media partnership.
Degree 53’s range of services includes sportsbook and casino mobile app and website development, complex system integration, data feed management, and API development.
The firm’s team of 54 design and technical experts will continue to operate out of its Manchester studio following completion of the acquisition.
A key area of focus for the US operator is the impending launch of the Bally Bet 2.0 sportsbook, which will utilise technology gained by Bally’s through its $2.7bn merger with Gamesys.
Addressing the acquisition, Bally Interactive COO Adi Dhandhania said: “As we prepare to launch our Bally Bet 2.0 mobile sportsbook app early next year, we look forward to leveraging the Degree 53 team to develop our mobile sportsbook products and enhance our customers’ overall betting experience.”
Founded in 2013, Degree 53 clients include Betfred, Scientific Games, FDJ, Penn National Gaming, as well as Gamesys brands Vera&John and Rainbow Riches.
The firm holds a UK Gambling Commission Remote Gambling Software licence and is an associate member of pan-European lottery association European Lotteries.
Degree 53 MD Richard Wagstaff said: “We are pleased that Bally’s has recognized the differentiated approach that we bring to the market and to join with them during such an exciting period of the company’s evolution.
“This is an exciting time for online gaming and the sports betting industry and we look forward to immersing ourselves in the diversified projects that Bally’s provides,” Wagstaff added.