Bally’s Corporation announced a pair multi-year deals alongside , and White Hat Gaming to further an ambition to “become the premier full-service vertically integrated casino and resorts company, online sports betting and igaming.”
Bally said that this is the latest step of its long-term strategy for growth and development, after the interactive division of the group was deemed unacceptable in early 2011.
The group claims that recent restructuring and redevelopment as well as these two partnerships will better position the business to deliver results near- and long-term.
Bally’s stated that the shift from a structure of fixed costs to one of variable costs will result in significant cost savings as well as reducing risk.
Robeson REEVES, the Chief Executive Officer of Bally’s Corporation explained that: “We’re very excited to be entering into long-term contracts with both Kambi, and White Hat, two of the most trusted and established gaming technology companies in the world.
“Kambi is an award-winning online sportsbook which delivers unrivalled 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 resort, online sports betting and igaming provider.
White Hat Gaming, in alliance with Kambi will provide its PAM platform, which includes a proprietary cashier and multiple RGS integrations. It will also offer managed services and a travelling wallet.
White Hat’s PAM will also provide Bally’s sports betting and casino contents via a mix of direct supplier and aggregate integrations. This is done through the casino module.
Phil Gelvan said White Hat Gaming CEO, “We’re excited to partner up with a gaming company that is innovative, such as Bally’s. Their vision of growth and diversification compliments White Hat’s.”
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 for players, as well as support its expansion strategies.
Bally’s retail footprint, which will include 17 casinos in 11 states once ongoing development is completed, is expected relaunch Bally’s Bet Sports Betting across seven states, and at four retail gaming outlets, by the end 2023. This partnership will allow the group to grow its OSB presence in other countries over time.
