Bally Bet

Kambi Group plc Signs Exclusive Long-Term Sportsbook Agreement with US Gaming Giant Bally’s Corporation

Published

12 months ago

May 2, 2023

The world’s leading sports betting supplier to support the global expansion of Bally Bet – Bally’s Corporation’s online sports betting platform – with provision of a fully managed sportsbook

Kambi Group plc, the world’s trusted sports betting partner, has entered into an exclusive long-term sportsbook partnership with Bally’s Corporation, one of the world’s leading casino-entertainment companies.

Under the terms of the partnership, Kambi Group plc will support the expansion and enhancement of Bally’s Corporation’s online and retail sportsbooks with the provision of its award-winning fully managed sportsbook to deliver unrivalled online and retail sports betting entertainment to Bally’s Corporation’s global customer base.

Kambi Group plc’s quick integration, compliant technology and speed to market capabilities will enable the partnership to expand rapidly, with Bally’s Corporation planning to be powered by Kambi Group plc in at least seven US states and at four retail gaming locations by the end of this year.

The Kambi Group plc sportsbook will replace Bally’s Corporation’s proprietary sports betting technology and, through an integration into the operator’s in-house data and marketing technology stacks, will enable Bally’s Corporation to reduce fixed costs and drive further engagement in its Bally Bet brand.

In line with Kambi Group plc’s modular product approach, the two parties have also come to an agreement which provides Bally’s Corporation with the option, pending the satisfaction of certain material performance metrics, to acquire a license to a limited part of Kambi Group plc’s online and retail technology source code. Should Bally’s Corporation exercise the option and pay an agreed sum, the two parties would enter into a separate long-term outsourcing agreement in relation to Kambi Group plc’s range of modularized services.

The partnership between Kambi Group plc and Bally’s Corporation has the potential to become a material source of revenue for Kambi Group plc over the course of the contract.

“We are pleased to enter into this long-term partnership with Bally’s Corporation to enable the enhancement and expansion of its online and retail sports betting platform and services,” the co-founder and Chief Executive Officer for Kambi Group plc, Kristian Nylén, said. “Kambi Group plc is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally’s will deliver its customers the next generation betting entertainment they demand.”

Separately, Bally’s Corporation has also partnered with White Hat Gaming, which will provide its player account management platform solution to the operator.

“We are very excited to have entered into long-term agreements with both Kambi Group plc and White Hat Gaming, two of the world’s most established and trusted gaming technology companies,” the Chief Executive Officer for Bally’s Corporation, Robeson Reeves, said. “Kambi Group plc provides an award-winning sportsbook that delivers unrivalled sports betting entertainment. By incorporating that with White Hat Gaming’s PAM platform solution, as well as our geographic reach, customer base and marketing prowess, Bally’s Corporation will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market. This, in turn, will support our vision of becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting and iGaming company.”

Adi Dhandhania

Bally’s Becomes Official Sports Betting Partner of New York Yankees

Published

2 years ago

August 3, 2022

GamingAmericas.com

Bally’s Corporation has announced a marketing partnership designating Bally Bet as an official sports betting partner of the 27-time World Series Champions. This marks Bally’s first sports team partnership in New York after becoming the ninth online sports betting operator in the state in July.

Under the agreement, Bally’s receives use of New York Yankees trademarks and marketing designations as an official sports betting partner (Bally Bet), an official daily fantasy sports partner (Monkey Knife Fight), an official iGaming partner (Bally Casino), and an official free-to-play gaming partner (Bally Play). Bally’s Casino Atlantic City also becomes a proud partner of the New York Yankees.

Marketing benefits for Bally’s inside Yankee Stadium include LED advertising in the following locations: the outfield wall that lines the playing field, field-facing walls on the Main Level bars in left and right field, the Terrace Level ribbon board, and LED boards throughout the Great Hall. Additionally, Bally’s receives an in-game feature on the Stadium’s high-definition centerfield video board and other brand-enhancing activations.

“This is a great partnership that will give Bally Bet and our other Bally’s Interactive brands terrific visibility in New York. The Yankees’ history as a franchise and their popularity as a global brand speaks for itself,” Adi Dhandhania, COO of Bally’s Interactive North America, said.

“We are excited to begin this partnership with Bally’s. We hope that their branding in Yankee Stadium along with their in-Stadium customer engagement will greatly strengthen Bally’s overall gaming presence in New York,” Michael J. Tusiani, New York Yankees Senior Vice President of Partnerships, said.

The deal adds to Bally’s growing sports and media footprint. Now in six states, Bally Bet Sportsbook is an Authorized Gaming Operator of Major League Baseball (MLB), the National Hockey League (NHL), the National Basketball Association (NBA), and the Women’s National Basketball Association (WNBA). In addition to the New York Yankees, Bally’s has official sports team partnerships with the NHL’s Nashville Predators, the WNBA’s Phoenix Mercury, and the NFL’s Cleveland Browns.