Bally Bet Sportsbook Industry

Bally Bet Relaunches Sportsbook in the Empire State

By Amelia Walker Senior Content Writer Updated: 11 December 2023

Amelia Walker Senior Content Writer

Amelia Walker is a Senior Content Writer at Betting.US. She has a law degree and deep knowledge of the gambling laws in the United States. Her mission is to keep players informed about responsible gambling, while her passion for sports helps her create useful guides. Amelia has over a decade of experience in betting, which has positioned her as a trusted voice among our readers.

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It was recently revealed that Bally Bet, the sportsbook arm of Bally’s Corp., has made a significant comeback in New York’s competitive sports betting market. This comes nearly five months after temporarily ceasing operations. The re-launch marks a strategic move for Bally Bet, as it has now collaborated with Kambi Group and White Hat Gaming to enhance its online sports betting platform.

In May, Bally’s Corp. entered into multi-year exclusive agreements with Kambi Group and White Hat Gaming, underlining their commitment to revitalize Bally Bet’s online presence. These collaborations aim to position Bally Bet as a key player in the online sports betting industry, particularly in New York, where sports gambling has enjoyed huge success since it launched.

Temporary Shutdown During Transition

The re-launch in New York follows Bally Bet’s temporary shutdown in the Empire State, as well as in Iowa and Indiana, as it transitioned to a new Kambi-powered platform.

This formed part of a broader plan to revamp its sportsbook offerings, with Kambi aiding in the expansion and improvement of Bally’s online and retail sportsbooks, and White Hat Gaming providing its innovative player account management (PAM) platform.

White Hat Gaming’s contribution is particularly invaluable, offering an award-winning Traveling Wallet functionality. This feature allows Bally’s members in New York and five other states to seamlessly access their app, account balance, bonuses, and loyalty offers. This integration underscores Bally Bet’s commitment to a user-friendly and unified betting experience across multiple states.

Phil Gelvan, CEO of White Hat Gaming, said:

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.

He added that this was a very exciting period for the company, but that its work in supporting Bally’s team was ‘far from over’.

Bally Bet Has Challenges to Overcome

Despite the strategic partnerships and technological enhancements, Bally Bet faces significant challenges in the New York online sports betting market.

Prior to its temporary shutdown, Bally Bet NY had generated approximately $16 million in total handle over 12 months, a figure dwarfed by the performance of some competitors in a single month. The New York Gaming Commission’s latest report revealed a record $2 billion handle generated by eight NY operators, setting a high benchmark for Bally Bet’s re-entry into the market.

Bally Bet’s late entry into the New York market in July 2022, six months after the launch of the state’s online sports betting market, may have contributed to its initial reduced performance.

However, with the support of Kambi and White Hat Gaming, Bally Bet aims to capture a significant share of the market and establish itself as a key player in the dynamic and rapidly growing New York sports betting landscape.

With further state rollouts in the pipeline, Bally Bet, alongside White Hat Gaming and Kambi, is set to make a substantial mark in the U.S. sports betting sector.