Bally’s Corporation, a land-based and online gaming company, has announced that White Hat Gaming and Kambi, a sports betting provider and platform solution provider for PAM platforms will be powering its sports betting services.
The providers will provide the technology for sports betting and support the relaunch Bally’s online betting platform Bally Bet.
Bally Bet is expected to be available in seven states, at four retail locations and by the end 2023. The company also hinted at the possibility that this could be only the beginning of a global expansion.
Variable Cost Structure Model
Bally’s wants to use these partnerships to take advantage of Kambi’s and White Hat’s “proven technology integration”, licensing across regulated countries, end-toend, as well as their track record in executing “quick launch”.
Bally said that a second reason for choosing to partner with these companies is that they will allow the fixed costs of Bally’s in-house system to become variable, resulting in “significant savings and reduced risk”.
Bally’s stated that, in addition, to improving Bally’s online and retail sportsbooks, these benefits will improve the company’s position to deliver near- and long-term returns to investors.
Bally’s Chief Executive Robeson Reeves stated that the company was “very happy” to have signed agreements with two suppliers.
Reeves said, “Kambi is an award-winning online sportsbook that offers unrivaled entertainment in sports betting.” Bally’s is well positioned for significant growth and market share by combining White Hat’s PAM solution with its geographic reach, customer database, and marketing expertise.
This will help us achieve our vision to become the leading, full-service, fully vertically integrated casino and resorts company, as well as an online sports betting and igaming provider.
Kambi Source code
Bally’s sports betting service will be based on Kambi’s omnichannel products, trading capabilities and content solutions.
Bally’s said it also retains the option to obtain a license to a small part of Kambi’s online and retail source code, subject to “certain material metrics”.
If Bally’s decides to exercise its option and pay a sum agreed upon, then the two businesses will enter into an independent long-term outsourcing contract in relation to Kambi’s modularized service range.
Kristian Nylen, Kambi’s co-founder and chief executive officer, said: “We’re pleased to enter this long-term relationship with Bally’s in order to enhance and expand its online and retail sporting betting platform and services.”
“Kambi has been a global leader in the sportsbook industry for many years and I am confident that this collaboration with Bally will provide its customers with the next-generation betting entertainment they require.”
Bally’s is to receive its PAM solution through the agreement. The system has multiple features, including a travel wallet, RGS integrations and managed services. It was designed for “agility and flexibility” on regulated US markets.
White Hat’s PAM platform also provides the operator with casino and sports betting content through a combination of direct supplier integrations and aggregators via its casino module.
White Hat CEO Phil Gelvan said, “We are thrilled to partner with a gaming company that is innovative and whose vision of growth and diversification complements ours.”
We are confident that Bally’s core technology, which includes our best-in class PAM solution and our managed service offerings, will enhance its experience and player engagement as well as support its expansion strategies.
Outsourcing your company’s entire technology stack
Bally said that these partnerships are just the latest in a long-term strategy of growth and development. The operator stressed that the deal follows “hot on” the heels of the restructuring of Bally’s North American business segment.
Bally’s will purchase Bet.Works, a sports betting platform, for $125m in November 2020. The company’s technology stack was used to support the operator’s gaming services online.
In November 2022 the then CEO Lee Fenton stated that the company would be evaluating its money-losing US Online Business, as it focuses on a strictly path to profitability.
