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Bally’s Announces Kambi, White Hat Agreements To Support Bally Bet

Written By Katarina Vojvodic | Updated:
Bally Bet sports betting partners with Kambi, White Hat Gaming

Today, Bally’s Corporation announced entering into multi-year and exclusive agreements contract with Kambi Group and White Hat Gaming.

The two companies will serve as Bally’s B2B online sports betting and platform providers, supporting the relaunch of Bally Bet. The sports betting app should launch in seven US markets at four retail locations by the end of 2023.

Once ongoing projects are completed, Bally’s will consist of 17 casinos across 11 states featuring:

  • A robust, proprietary player database
  • An integrated Bally Rewards program
  • A cross-functional marketing operation

Bally’s determined to see its sports betting operations grow

Through the exclusive partnerships, Bally’s will leverage the assets of Kambi and White Hat including:

  • Proven technology integration
  • Extensive licensing across regulated jurisdictions
  • End-to-end solutions
  • Track record of executing quick launches

Robeson Reeves, CEO of Bally’s Corporation, said via the company’s press release:

“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 unrivaled 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.”

Kambi supports Bally’s online and retail sportsbook expansion

Under the agreement, Bally’s will integrate its online sports betting with Kambi’s:

  • Suite of omnichannel products
  • Trading capabilities
  • Content solutions
  • Model-driven approach

Bally’s also maintains the option to acquire a license to a limited part of Kambi’s online and retail technology source code. Should Bally’s exercise that option, the two companies will enter into a separate long-term outsourcing agreement.

Kristian Nylén, CEO and Co-founder of Kambi said via release:

“We are pleased to enter into this long-term partnership with Bally’s to enable the enhancement and expansion of its online and retail sports betting platform and services. Kambi is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally’s will deliver its customers the next-generation betting entertainment they demand.”

White Hat’s PAM solution to enhance Bally’s player engagement

Through the White Hat Gaming partnership, Bally’s will be supplied with its PAM platform solution, which includes:

  • A proprietary cashier
  • Multiple RGS integrations
  • Managed services
  • Its traveling wallet

White Hat’s PAM platform will also provide Bally’s with sports betting and casino content via direct supplier and aggregator integrations through its casino module.

Phil Gelvan, CEO of White Hat Gaming, commented in the release:

“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.”

Partnerships support Bally’s long-term growth and development strategy

The Kambi and White Hat partnerships represent the latest step in Bally’s long-term growth and development strategy.

The agreements come on the heels of Bally’s recent restructuring of its North America Interactive business segment. The company is redeveloping its technology department to create a more competitive and cost-efficient go-to-market strategy.

Moreover, the fixed cost structure previously related to powering Bally’s B2C sports betting platforms will change to a variable cost structure. The company hopes the new system will generate significant cost savings and reduce risk. These benefits and improving Bally’s online and retail sportsbooks to drive further customer engagement should help better position the brand.

Bally’s Corporation recently announced financial results for the fourth quarter and the entire 2022. The company reported a 5.3% revenue increase for Q4, as well as a full-year revenue increase of over 76%.

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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