May 2, 2023 3 min read


Kambi Group plc and White Hat Support Bally Bet’s Growth via Exclusive Deals

Bally’s Corporation has inked multi-year exclusive deals with Kambi Group plc and White Hat Gaming to promote Bally Bet’s growth

The global company that specializes in casino entertainment, sports betting and iGaming is determined to see its online and retail betting operations grow exponentially at a global level in the upcoming years. 

For this, Bally’s Corporation has sealed a series of important partnerships with Kambi Group plc and White Hat Gaming. Let’s see what each of these trusted partners will bring to the table for the New York Stock Exchange-listed company with a staff of 10,500. 

Kambi Group plc to Power Bally’s Sportsbooks in Seven States in 2023  

The company that offers state-of-the-art sports betting solutions to licensed Business-to-Consumer operators has announced it would help Bally’s expand and improve both its retail and online sportsbooks using its premium managed sportsbook. 

The award-winning product will allow Bally’s to offer unparalleled sports betting entertainment to worldwide customers thanks to its impressive speed, fast integration, and fully compliant technology. 

By the end of 2023, Bally plans to use Kambi’s managed sportsbook in a minimum of seven states in the US, along with four retail gaming locations. Kambi’s sportsbook will gradually be used to replace Bally’s own sports betting technology. 

At the same time, it will be integrated into Bally’s in-house data and marketing technology, leading to a significant fixed cost drop and enhanced engagement for the Bally Bet brand. 

If all goes well and Bally’s manages to reach its projected performance, the casino entertainment company will be given the alternative to buy a license to a limited part of the sports betting provider’s technology source code for online and retail.

Provided Bally’s will choose to opt for this solution as well and cover the agreed amount, the two partners would then start a fresh multi-year outsourcing deal related to Kambi Group’s modular solutions. 

While Bally’s aims to see its sportsbooks grow due to the new agreements, Kambi also hopes that Bally’s would turn into a good source of revenue. As explained by Kambi’s co-founder and chief executive officer Kristian Nylén, the group was “pleased to enter into this long-term partnership with Bally’s”. 

Furthermore, Nylén called it a “powerful collaboration” that would help Bally’s provide the next-gen betting solutions that are currently in demand. 

Last week, Kambi spoke about a busy first quarter of 2023 while predicting more growth for the upcoming months. 

White Hat Gaming to Offer Its Player Account Management Platform 

Bally’s will also benefit from the Business-to-Business provider’s Player Account Management solution featuring a proprietary cashier, several remote gaming server integrations, a plethora of managed services, and a proprietary traveling wallet available in all regulated markets in the US. 

The same platform is expected to offer Bally’s top-tier casino gambling and sports betting content using a multitude of direct integrations from suppliers and aggregators via its own casino module.

Together with its database of customers, extended geographic reach, and advanced marketing, Bally’s hopes to use the synergy of the new agreements with Kambi Group and White Hat Gaming to “achieve significant scale and capture substantial market share in the global gaming market”.

According to chief executive officer Robeson Reeves, this will further support the company in its endeavor to turn into the most popular full-service provider of iGaming, online sports betting, and vertically integrated resorts and casinos. 

At the end of March, Bally’s expressed its hope that the Japanese government would consider its bid for an integrated resort in Fukuoka on Kyushu Island.

After finishing her master's in publishing and writing, Melanie began her career as an online editor for a large gaming blog and has now transitioned over towards the iGaming industry. She helps to ensure that our news pieces are written to the highest standard possible under the guidance of senior management.

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