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BETTING

Bally Bet Relaunches in New York Under Retooled Platform

Bally's Atlantic City Hotel Casino New Jersey
The picture shows Bally's hotel and casino in Atlantic City, New Jersey. Saul Loeb/AFP

Five months after Bally Bet shut down its sports betting app in New York, the company has relaunched under a new platform that will enhance the customer’s experience and make Bally Bet a viable competitor in the nation’s largest market.

Rough Start in Gotham

Many mistakes and billions of wasted dollars precipitated the temporary closure of Bally Bet in New York on June 30th. The company spent nearly $3 billion on the Bet.Works platform and then tossed another $90 million on MonkeyKnifeFight, which has since ceased operations.

And if that wasn’t bad enough, the company strategically entered the New York market late to avoid the financial bloodshed that manifested in sign-up bonuses and promotions offered by other online sportsbooks, some totaling up to $3000 depending on the size of the deposit and the initial wager.

Bally Bet did not want to enter the fray when the bonus frenzy was at its zenith, so it waited until things had cooled and bonuses were not so generously handed out by industry leaders like DraftKings and FanDuel. That was helpful in that the company didn’t have to hemorrhage money just to gain a small foothold in the market but its late arrival also means they do not have access to early adopters.

However, the platform they adopted and spent billions on was not living up to expectations, so they fired the CEO in charge of many of those decisions and Robeson Reeves stepped in while Lee Fenton stepped down.

Time for a Break

The company suspended operations in New York, Iowa, and Indiana on June 22nd and gave its customers until June 30th to withdraw any money remaining in the accounts. The company’s website stated:

“Over the next few months, we will be working hard to elevate your betting experience.

We are grateful for your loyalty and look forward to unveiling our enhanced online sportsbook upon our return later this year.

As of June 30, 2023, you will no longer be able to access your Bally Bet account. In preparation for this, functionality will also be reduced in the coming days.”

Bally Bet Returns to the Empire State

With a new CEO and a brand-new direction, Bally’s shifted gears and will now see its mobile platform powered by Kambi, while gaining White Hat Gaming’s proprietary management technology known as its player account management (PAM) platform solution.

There was much to do over the last four months, but Bally’s has announced it is back in business in New York and other states where it went dark. Integrating White Hat’s technology allows it access to its “award-winning and innovative” Traveling Wallet functionality.

A Fresh New Look

This technology allows Bally customers in New York and five other states to access their app, account balances, bonuses, and loyalty offers without having to create another Bally Bet app specific to that state.

CEO at White Hat Gaming, Phil Gelvan, said in the press release: “Delivering our PAM to Bally’s across six states in under three months is an incredible achievement. It speaks volumes about our ability to move fast in this industry and provide operators with the tech stack required to launch quickly and smoothly.

Our hard work in supporting the Bally’s team is far from over with more state launches planned. It’s an exciting period for us as we continue to grow our US footprint in record time.”

Robeson Reeves, CEO at Bally’s, said: “The team at White Hat Gaming has done an incredible job in facilitating numerous state launches in quick succession. They have accelerated our growth strategy as we look to strengthen our online footprint alongside the existing retail presence we hold.

We are thoroughly looking forward to revealing more launches over the coming weeks, as we continue to build on our mission to become the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company.”

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