Bally Bet Makes Its New York Return With Upgraded Tools From New Partners

Written By Grant Lucas on November 15, 2023 - Last Updated on November 17, 2023
A man looks at his computer screen with a message that Bally Bet Sportsbook has returned to the New York sports betting scene.

Bally Bet Sportsbook is back.

Five months since going offline in New York, the sportsbook relaunched in the Empire State this week.

Bally Bet made its NY sports betting return after forming strategic partnerships with Kambi for a revitalized sportsbook platform as well as with White Hat Gaming to integrate a new player account management platform.

New York – along with Indiana, which also went live this week – becomes the sixth state to reintroduced Bally Bet Sportsbook.

What’s new at Bally Bet NY?

Recall in June that Bally Bet NY stopped accepting bets in New York as the company shut down services and closed accounts across the country.

Bally shared at the time that it “will be working hard to elevate your betting experience” before bringing the sportsbook back.

Both Kambi and White Hat Gaming were brought in to help Bally become “optimally positioned to achieve significant scale and capture substantial market share in the global gaming market.”

Now, Bally Bet has the “highly agile and efficient operations” of White Hate Gaming’s Player Account Management (PAM) platform, according to a press release. The platform, per the announcement, features an award-winning and innovative Traveling Walet functionality. This allows Bally’s online customers to access their account balances, bonuses and loyalty offers across multiple states “for a simplified user experience.”

Bally Bet hopes new tools will ‘strengthen our online footprint’

In addition, the new PAM platform will include CRM marketing support, a propietary cashier, extensive payment options, 24/7 customer support and “a comprehensive range of player protection tools.”

“Delivering our PAM to Bally’s across six states in under three months is an incredible achievement,” Phil Gelvan, CEO at White Hat Gaming, said in a statement. “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.

“Our hard work in supporting the Bally’s team is far from over with more state launches planned. It’s an exciting period for us as we continue to grow our US footprint in record time.”

Robeson Reeves, CEO at Bally’s, praised White Hat Gaming, which “accelerated our growth strategy as we look to strengthen our online footprint alongside the existing retail presence we hold.

“We are thoroughly looking forward to revealing more launches over the coming weeks, as we continue to build on our mission to become the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company.”

Bally far behind in NJ sports betting market

Bally Bet could certainly use a boost in New York. The sportsbook got a late start to the game, launching in July 2022 – six months after online sports betting went live in the Empire State and the last to enter the landscape.

Over 12 months before going offline, Bally Bet NY totaled just $16.4 million in handle. For perspective, six of the eight other sportsbooks surpassed that total last month alone.

And in that year of operations, Bally Bet grossed a mere $917,666 in NY sports betting revenue. The next-lowest total for lifetime revenue comes from Resorts WorldBet NY, which stands at $6.6 million.

Considering the operator paid $25 million for a license, at this rate, Bally Bet NY won’t hit that total in gross revenue for another 28 years.

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Grant Lucas

Grant Lucas is the managing editor for PlayNY. A longtime, award-winning sports writer, Grant has covered gambling and legal sports betting since 2018, when he got his start reporting on the New Jersey and Pennsylvania industries. He now oversees PlayNY as New York expands legalized gambling to sports betting and online casino gaming.

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