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Bally Bet Re-Launches In New York With White Hat Gaming

Written By Katarina Vojvodic | Updated:
New York’s Empire State Building Under Rainbow with Bally’s and White Hat Gaming logos

The Bally Bet sportsbook has re-launched in New York. The return comes nearly five months after Bally Bet shut down its sports betting operations in the Empire State to shift to a new Kambi-powered platform. The operations were also shut down in Iowa and Indiana.

Bally’s Corp. revealed entering into multi-year exclusive agreements with Kambi Group and White Hat Gaming in May. Both companies agreed to serve as Bally Bet’s online sports betting and platform providers and support its re-launch.

New York sports gamblers are the latest to benefit from Bally’s enhanced sportsbook offerings powered by White Hat after recent rollouts. Bally Bet also operates in the following states:

  • Indiana
  • Colorado
  • Virginia
  • Arizona
  • Ohio

What to expect from White Hat Gaming on Bally Bet

When Bally revealed it would shut down its services in New York, both Kambi and White Hat Gaming were brought in to help with the redesign and bring the sportsbook back on track.

Under the terms of the agreement, Kambi supports the expansion and improvement of Bally’s online and retail sportsbooks. In the meantime, White Hat Gaming agreed to offer the operator its player account management (PAM) platform solution.

White Hat’s solution also includes the “award-winning and innovative” Traveling Wallet functionality. It allows Bally members in New York and five other states to access their same app, account balance, bonuses, and loyalty offers for a simplified user experience.

Additional services included within the overall PAM are:

  • CRM marketing support
  • A proprietary cashier
  • Extensive payment options
  • 24/7 customer support
  • A comprehensive range of player protection tools

CEO at White Hat Gaming, Phil Gelvan, said in the press release: “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.

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.”

White Hat Gaming also said it would announce further US state rollouts with Bally’s, with planned launches close to completion.

Bally’s looks to boost its online footprint

Before re-launching in New York, Bally’s previously launched its app in Ohio. Bally Bet is also live in Indiana, Colorado and Virginia.

However, Arizona players kept access to the Bally Bet platform throughout the transition. Robeson Reeves, CEO at Bally’s, said:

“The team at White Hat Gaming has done an incredible job in facilitating numerous state launches in quick succession. They have 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 Bet has yet to make an impact with NY online sports betting

Bally Bet re-enters the New York online sports betting market as the state sets new handle record. In its latest report, the New York Gaming Commission revealed that the eight NY operators generated a record $2 billion handle.

Over a 12 months before shutting down, Bally Bet NY generated only around $16 million in total handle, while some NY sportsbooks exceeded that total in a single month.

Bally Bet had a late start in the Empire State. The operator went live in July 2022, six months after the busy NY online sports betting market launched.

Photo by PlayUSA
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Written by
Katarina Vojvodic

Katarina Vojvodic is a lead writer for PlayUSA who lives in Toronto. Vojvodic provides coverage of the US gambling industry with a focus on US online casinos. Previously, she covered Ontario’s online gambling industry for Vojvodic holds a master’s degree in journalism from the University of Belgrade. Outside working hours, she can be found near the water with her husband and their two kids.

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