It has been just about 18 months since Heavyweight retail gambling brand Bally’s Corporation signaled a desire to not only enter but to become a major player in the exploding online legal sports betting industry. The company has made a number of huge moves to fulfill that goal, the latest being the acquisition of UK-based leading, global, online gaming operator Gamesys Group.
A merger between Gamesys and Bally’s has been in the works for some time, but it took until now for all of the regulatory hurdles between the UK and US to be fulfilled. The addition of Gamesys to the Bally’s family gives the US brand a reliable and established technology suite as the company tries to become a top-tier name operating in the exploding global sports betting scene.
“I am honored to have the opportunity to lead Bally’s in the next phase of our evolution,” said Lee Fenton, the newly appointed CEO of Bally’s. “Our business is transforming from being a regional casino operator into an industry leader in retail, sports, media, and iGaming, which will see us bringing together a set of assets that gives us a formidable platform for growth as a digital-first leader in global gaming entertainment. With Gamesys now part of the Bally’s family, I look forward to delivering on the exciting opportunities ahead and continuing to create value for our shareholders, employees, and customers in the years to come.
During this time of increased focus on internet-based gambling options, Bally’s saw a need to significantly bolster their technology platforms. Gamesys’ already proven and reliable technology solutions are the route that Bally’s took – acquiring instead of creating. The tie-up started in the spring when the two sides announced a $2 billion merger.
Soo Kim, Chairman of Bally’s Board of Directors, said, “Bally’s acquisition of Gamesys transforms our company into the premier omnichannel gaming company. We welcome the 1,800 members of the Gamesys team to the Bally’s family, and we welcome your strong technology capabilities and your proven international business acumen. We cannot wait to see what we are able to accomplish together in the US and beyond.”
Gamesys technology is just one aspect of the deal for Bally’s. Their customer lists come along with the deal, giving Bally’s what has been called “one of the largest portfolios of omnichannel cross-sell opportunities, consisting of land-based gaming, online sports betting, icasino, poker, bingo, daily fantasy sports, and free to play games”.
Climbing the Ladder
Competition within the US legal sports betting industry is growing by the day and Bally’s got a bit of a late start on their mobile aspirations. It is all about building the best possible product and using it to seize market share from some heavy hitters that have been operating within the US scene since the Supreme Court overturned their blanket ban on sports betting in May 2020.
Relatively speaking, Bally’s has done a good job of not only getting their name out there in the legal sports betting universe but also making some bold and shrewd moves to bolster the product that they are offering to their clients. They have the TV stations thanks to their deal to acquire Sinclair
Broadcasting, they have the top-tier DFS provider, Monkey Knifer Fight, they have the iconic retail locations and now they have Gamesys technology platform that promises to take their mobile offerings to a completely different level. While not considered an elite mobile betting brand just yet, Bally’s seems to be on the right track. Bally’s isn’t simply relying on name recognition to attract customers, they are taking steps toward developing a strong all-around betting experience for their customers.