Bally’s Corporation has announced that it has entered into exclusive multi-year agreements with Kambi Group plc and White Hat Gaming to act as online sports betting and platform providers to Bally.
After the ongoing development projects are completed, Bally’s will have 17 casinos in 11 states. The company is trying to relaunch Bally Bet, its online sports betting platform, which the company expects will happen in seven states and four retail gaming locations by the end of 2023.
Bally said it is also looking into offering online sports betting internationally, which Kambi’s arrangement could help facilitate.
With the partnerships, Bally’s said it “will benefit from Kambi’s and White Hat’s technology integration, licensing across regulated jurisdictions, and end-to-end solutions.”
“We are very excited to be entering into long-term agreements with Kambi and White Hat – two of the most recognized and trusted gaming technology companies in the world,” said Robson Reeves, CEO of Bally’s Corporation. Kambi provides an award-winning sportsbook that delivers unparalleled sports betting entertainment. By combining that with White Hat’s bam The solution platform, in addition to the geographic reach, customer base and marketing prowess, Bally will be optimally positioned to achieve significant scale and capture significant market share in the global gaming market..”
Under the terms of the Kambi partnership, Bally will integrate Kambi’s products, commerce capabilities, content solutions, and model-based approach to liability management.
Bally’s reserves the option to license a limited portion of the Kambi’s online retail technology source code.
“Kambi is the world’s leading provider of sportsbooks,” said Christian Nailen, Kambi CEO and Co-Founder. “I believe this strong collaboration with Bally’s will provide their customers with the next generation of betting entertainment that they demand.”
Bally’s is the gambling sponsor for Minor League Baseball, one of its major partnerships to relaunch sports betting.
In April, Bally’s announced a multi-year partnership with Minor League Baseball, making Bally’s the first national media rights holder and exclusive partner in a MiLB game. Bally’s Corporation acquires live streaming and rights to exclusive, free-to-play gaming content across its digital platforms and strategic partner channels.