Bally Casino Expands UK-facing Site with Sports Betting Platform

To celebrate the steadfast performance of Bally Casino, launched in 2023, Bally’s has gone ahead and pulled the trigger on a sportsbook expansion that will now allow the company to pursue a two-pronged approach in the market. Enter the Bally Sportsbook.

Strong UK Market Sees Bally Launch Sportsbook

The new skin comes with both a dedicated website and an app with an easy transition between the casino and betting arms. Powered by Kambi, a sports betting tech powerhouse, the sportsbook is designed to take on the local market through both a dedicated iOS and Android app.

Bettors will find numerous popular markets and categories such as pre-game and live betting options, along with accumulators and other deals awaiting. The user interface makes it easy to keep track of upcoming events, and events already in progress.

Live Now and Starting Soon, are two of the UI features that will catch the attention of more competitive-minded bettors, and the platform also comes with a streamlined bet builder and history of account bets.

The addition of a sportsbook is part of Bally’s strategy to diversify its offer at a time when the company is pushing for a merger, and the market in the United States has become incredibly cut-throat and the high costs of running a business have forced prominent businesses and brands to take their leave from the market, brands that are popular in the UK, such as 888 and Betway.

Following a year of operating in the UK with its casino product, Bally’s has now deemed it appropriate to expand in the local market, where competition, although high, seems to be more streamlined and manageable.

However, this move is not entirely surprising. During an earnings call this year, Bally’s confirmed that it would pursue the launch of its sports betting products in the UK. The United Kingdom is an important market for Bally’s which is only now dipping its toe in international waters.

The country alone accounts for an estimated 74% of its “international” revenue. The decision to launch in the UK with a sportsbook is a natural continuation of the diversification efforts, but it’s not all there is.

Bally’s Difficult US Journey Forces Company to Innovate

Bally’s sportsbook operations have grown to nine states with the most recent launch in Maryland back in the United States. All these platforms are using the Kambi software to strengthen their position in the local market, which remains incredibly challenging owing to the realities on the ground, and the shared dominance of DraftKings and FanDuel.

Regardless, a strong season for sports betting and a laser-focused approach by the company both in the United States and abroad should allow it to fare better.

Bally’s though falls out of the notable betting trends in the United States and is still behind even relevant minnows such as bet365, Hard Rock, ESPN Bet, and others.

Bally’s is also in discussions with Standard General over a potential takeover, but no information has been provided in a recent earnings call. Last year, the company also confirmed 300 layoffs across its interactive arm.