Bally’s Corporation, a land-based and internet gaming operator, has selected White Hat Gaming and Kambi as its PAM platform solutions provider and supplier of sports betting.
Bally Bet’s online betting platform will be relaunched with the help of the technology providers.
Bally Bet is expected to be available in seven states, at four gaming retail locations and online by 2023. Further, the company hinted at global expansion.
Model of variable cost structure
Bally’s wants to use these partnerships in order to take advantage of Kambi’s and White Hat’s technology integration that is “proven”, licensing for all regulated countries, from end-to-end, as well as their track record on executing “quick launch”.
Bally said this decision was also influenced by the fact that Bally’s fixed-cost system will become variable, resulting in “significant savings” and a reduction in risk.
Bally’s stated that, along with enhancing Bally’s online and retail sportsbooks, these benefits will improve the company’s ability to deliver results near- and longterm to investors.
Bally’s Chief Executive Robeson Reeves stated that the company was “very thrilled” about the agreement with two suppliers.
Reeves said, “Kambi is an award-winning online sportsbook which delivers unparalleled sports betting entertainment.” Bally’s is well positioned for significant growth and market share by combining White Hat’s PAM solution with its geographic reach, customers, and marketing expertise.
This will help us achieve our goal of being the leading, full-service vertically integrated casino and resort, sports betting and online gaming company.
Kambi Source code
Bally’s sports betting service will be based on Kambi’s omnichannel products, trading capability, content management and model-driven approach to liability management.
Bally’s said it also retains the option to obtain a license to only a small part of Kambi’s online and retail source code, subject to “certain performance metrics”.
Bally’s could exercise its option by paying a sum agreed upon. The two companies would then enter into an independent long-term contract for outsourcing Kambi’s modularized service range.
Kristian Nylen, Kambi’s co-founder and chief executive officer said: “We’re pleased to be entering into this partnership to enhance and expand Bally’s online and retail betting platforms and services.”
Bally’s and Kambi are collaborating to provide the latest betting experience for their customers.
Bally’s is to receive its PAM solution through the agreement. This system has multiple features, including RGS integrations and managed services, as well as a travel wallet. It was designed for US markets that require “agility and flexibility”.
White Hat’s PAM will provide sports betting and online casino content to the operator via direct and indirect supplier integrations. This is done through the casino module.
White Hat’s CEO Phil Gelvan said, “We’re excited to be partnering with an innovative company like Bally’s whose vision of growth and diversification compliments ours.”
We are confident our core technology, which includes our PAM solution and managed services, will enhance Bally’s player experience, as well as support the expansion strategy.
Outsourcing your company’s entire technology stack
Bally said the partnerships are just the latest in a long-term strategy of growth and development. The operator stressed that this deal follows “closely” on the heels of Bally’s recent restructuring of their North American business division.
Bally’s will purchase Bet.Works, a sports betting platform company for $125m in November 2020. Bally’s acquired the technology stack of the company to support its online gaming services.
The company’s then-CEO Lee Fenton stated that the US online businesses were losing money in November 2022. However, the focus was on the strict road to profitability.