Bally’s Corporation is looking to elevate its strategy when it comes to player engagement through a new social casino expansion. 

It forms part of the firm reimagining its social casino offering and growing the way it taps into free-to-play games through a collaboration with Ruby Seven Studios.

The offering will be titled Bally Play, and will offer in excess of 150 gaming titles, including Wheel of Fortune and Sweet Spin.

Bally’s Corporation CPO Sina Miri, commented: “As part of our growth strategy, we have been seeking to complement our brick-and-mortar and interactive gaming offerings with a social casino. Working with Ruby Seven Studios has allowed us to create a unique, best-in-class social casino experience for our existing players and can help us attract new players.”

It comes as Bally Play is being revamped after serving as an F2P offering for sports-related games. Bally’s had secured deals in minor league baseball with MiLB to deliver Minor League Rundown, a F2P game, on Bally Play. 

Bally’s also recently enhanced the user experience within its casino offering after it agreed a deal with OPTX, appointing the tech provider as its Enterprise AI partner for operational solutions. 

The deal meant that OPTX’s roster of AI-powered igaming tech solutions integrated into every Bally’s proprietary across the US, aiming to elevate gaming experience across its venues with analytics and player engagement tools. 

Brooke Fiumara, Co-CEO at OPTX, stated on the partnership when it was announced: “The chance to collaborate with an industry titan such as Bally’s is truly humbling. Serving as the Enterprise Al partner for Bally’s is not only an honour but also a significant responsibility.

“Introducing an operational forward tool to the enterprise holds immense significance as it empowers the organisation to fully harness the capabilities of AI through OPTX’s award-winning operational functionality.

“By adopting such a tool, the enterprise gains a strategic advantage in leveraging AI technologies and operational efficiencies across various aspects and all levels of its operations.”