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A view of the Bally Sports logo and basketballs as we look at the launch a of a Bally social casino
A view of the Bally Sports logo and basketballs before the game between the Dallas Mavericks and the New Orleans Pelicans at the American Airlines Center. Photo by: Jerome Miron/USA TODAY Sports

The Bally's Corporation is getting into the free-to-play online social casino industry thanks to an announced partnership with Reno-based Ruby Seven Studios, a top interactive social gaming company. Bally Bet is one of our best sports betting sites.

Bally Play has been launched, giving customers of the iconic Bally's brand a chance at more than 150 online casino games, which include a host of digital slot options, table games, keno, bingo, and video poker.

“As part of our growth strategy, we have been seeking to complement our physical and interactive gaming experiences with a best-in-class social casino," said Sina Miri, chief product officer at Bally’s. "Teaming up with Ruby Seven Studios has empowered us to craft a delightful and rewarding social casino experience for our current players, while also enticing new ones to join our platform.”

How it works

Bally Play is available for download on iOS and Android devices right now. Customers of the free-to-play online casino options can also sign up for the product at The Bally Play app can be found at the App Store for iOS customers and at Google Play for Android users, and will soon make its way among other social and sweepstakes casinos

Signing up is easy, taking only a few minutes. It unlocks the availability of over 150 free-to-play games from the top names in the iGaming industry.

Top-tier online gaming developers such as IGT, Aruze, High 5 Games, Everi, Konami, BluBeri, and Gaming Arts have all contributed to the Bally Play app.

Customers will have access to such popular iGaming titles as:

  • Wheel of Fortune
  • Double DaVinci Diamonds
  • Wolf Run Eclipse
  • Flaming Chilies
  • Sweet Spin
  • Devil’s Lock
  • Rakin’ Bacon

Technically, it is a free-to-play option for fans of the Bally’s casino brand and for those hoping to take advantage of an experienced, iconic casino provider. New customers will receive 50,000 coins upon registration to use toward all of the casino games available with the Bally Play app. For those interested in cash games, check out our list of real money online casinos.

From there, an additional 2 million tokens, or coins will be made available to existing customers for $9.99. No money can be won with the Bally Play social casino but the company does have a chance at creating a little revenue with the purchase option.

Increasing its presence

Like all gambling companies hoping to take advantage of the exploding U.S. scene, Bally’s wants maximum exposure to compete with FanDuel and DraftKings.

The company currently has 16 commercial brick-and-mortar casino locations in nine states. Its Bally’s Interactive online casino is a licensed NJ online casinoPA online casino, and Rhode Island, and the Bally Bet Sportsbooks is available in eight states.

The company is looking to expand its casino presence into some of the biggest state markets in the country going forward. New York, Missouri, and Pennsylvania are target destinations for one of Bally’s gambling brands.

Bally Play, it is hoped, will be a valuable marketing tool toward those goals.

Righting the ship

Bally’s, despite being one of the most recognizable names in the U.S. gaming industry, has been hit with some tough financial news recently. 

Launching an elite social casino is expected to heighten the brand's profile, generate some necessary revenue to get the company out of the red, and help fund a few projects the broader company has in mind. 

That includes building a $1.1 billion casino resort in Chicago, a project that has struggled to gain $800 million in financing to complete the potential game-changing property. 

It also includes trying to recover from a $179.3 million revenue loss in the first quarter of 2024 and a host of downgrades by Moody’s Investors Service and S&P Global Ratings, which cited concerns of overleveraging for the company.

The good news is that Bally’s appears to be righting the ship. Last month, the company generated $41.5 million in revenues and saw a 3.3% increase in all sectors.