Waiting On One: When Does Bally Bet – The Last Licensed NY Online Sportsbook – Expect To Launch?

Written By Mike Mazzeo on April 4, 2022 - Last Updated on May 5, 2022
NY Online Sports Betting Bally Bet New York Sportsbook Launch

There’s still one sportsbook operator that hasn’t launched in New York.

Earlier this year, Bally’s Chairman Soo Kim said that Bally Bet Sportsbook would launch its NY online sports betting app sometime in April.

But that isn’t expected to be the case.

In late February, on the company’s latest earnings call, CEO Lee Fenton said Arizona and New York would launch in H1 2022. What does that mean exactly? That leaves May or June for a Bally Bet NY launch.

Read More: CEO: Bally Bet NY Slated To Launch Later In Q2, Join NY Sports Betting By July

What has delayed Bally Bet NY launch?

The company has been nothing if not patient after the New York State Gaming Commission selected Bally Bet NY as a legal online sportsbook in the Empire State. Part of that stems from Bally’s continuing to update its Bally Bet 2.0 sportsbook technology.

“We do not need to be first to market with an inferior product,” Fenton said in late February.

Bally’s has said it wants to launch Bally Bet 2.0 in Arizona before New York, and that hasn’t happened yet.

Eight of nine NY online sportsbooks are already up and running. The big four — FanDuel, DraftKings, Caesars and BetMGM — have dominated the market share. Overall, online sports betting in New York has generated $4.68 billion in handle. That has resulted in $314.6 million in total gross gaming revenue (GGR) and $160.4 million in tax revenue for the state.

Bally Bet NY focused on making strong first impression

During the week ending March 27, New York online sportsbooks had their lowest full week since the Jan. 8 launch. The total of $327.8 million in handle represented a 23% drop from the previous week. That may be because of a lesser amount of NCAA Tournament games and/or promotional spend continuing to decrease.

For Bally Bet, that only emphasizes the importance of rolling out a pristine product rather than rushing to get the NY betting app live.

“Customers will always have choices and your first impression is more important than timing of launch,” Fenton said. “We will launch when the product is right and we’re willing to miss short-term gains to build long-term trust and value with our customers.”

“With the continued irrational spending in full flow, we have concentrated our focus on building betting products that are US-centric and easy to use for the mass market.”

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Mike Mazzeo

Mike Mazzeo is the Lead Writer for PlayNY, arriving after covering several of New York's professional sports teams in a variety of roles for the past decade. Previously, he served as a beat writer and columnist covering the Brooklyn Nets (ESPN) and New York Yankees (New York Daily News). Mike also covered both the MLB and NBA nationally for Yahoo Sports. In addition, he served as a general assignment reporter for ESPN NewYork.com. He has also had bylines in the New York Times, New York Post, Newsday, Forbes and The Ringer. With PlayNY, Mike brings extensive coverage and unique story angles to what is projected to be one of the biggest and most lucrative online sports betting markets in the country. It's been an arduous and confounding process to get here, but 20 million New Yorkers (many of them die-hards) are now legally able to bet on their favorite sports teams across the state via online and mobile platforms.

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