Bally’s Corporation has disclosed a pair of multi-year agreements alongside Kambi and White Hat Gaming in a bid to advance an ambition of “becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting, and igaming company.”
This, said the company, represents the latest step in Bally’s long-term growth and development strategy after the group’s interactive division was deemed unacceptable earlier in the year.
The group asserts that a recent restructuring and redevelopment, as well as this pair of partnerships, will better position the company to deliver near and long-term results.
In achieving this, Bally’s noted that a shift from a fixed cost to a variable cost structure will generate significant cost savings and reduce risk.
Robeson Reeves, Chief Executive Officer of Bally’s Corporation, explained: “We are very excited to have entered into long-term agreements with both Kambi and White Hat — two of the world’s most established and trusted gaming technology companies.
“Kambi provides an award-winning sportsbook that delivers unrivalled sports betting entertainment. By incorporating that with White Hat’s PAM platform solution, as well as our geographic reach, customer base, and marketing prowess, Bally’s 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.”
In alliance with Kambi, the company will gain a suite of online and retail sports betting products, while White Hat Gaming will supply its PAM platform solution, which includes its proprietary cashier, multiple RGS integrations, managed services, and its travelling wallet.
White Hat’s PAM platform will also provide Bally’s with sports betting and casino content via a mixture of direct supplier and aggregator integrations through its casino module.
Phil Gelvan, CEO of White Hat Gaming, said, “We are excited to partner with an innovative gaming company such as Bally’s, whose vision for growth and diversification complements that of White Hat.
“We are confident that our core technology, including our best-in-class PAM solution, plus our managed service offering, will not only enhance the Bally’s experience and player engagement, but also support its expansion strategy.”
Bally’s, whose retail footprint will stretch to 17 casinos across 11 states upon completion of ongoing developments, is expected to relaunch its Bally’s Bet sports betting across seven states and at four retail gaming locations by the end of 2023. The partnership will also enable the group to expand its OSB presence globally over time.
