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Bally’s Partners With Ruby Seven Studios To Launch Social Casino

Bally’s teamed up with a social casino gaming company Ruby Seven Studios to launch its free-to-play platform, Bally Play.

Bally Play Promo Graphic
Photo by Bally's / Ruby Seven Studios
Katarina Vojvodic Avatar
3 mins read

Bally’s Corporation (NYSE: BALY) partnered with social casino gaming company Ruby Seven Studios to launch Bally Play, a new free-to-play online social casino in North America.

While Bally Play is a free-to-play platform, players can make in-app purchases to improve the overall gaming experience, but there is no possibility of winning actual money.

Players can access the new Bally Play on Apple’s App Store, Google Play, and on the web at BallyPlay.com.

Key takeaways

  • Bally Play free-to-play platform will feature over 150 online casino games from the leading software suppliers.
  • As part of its growth strategy, Bally’s is growing its brick-and-mortar and online gaming offerings with a social casino.
  • Bally’s has recently reported strong Q1 2024 results, with North America Interactive revenue showing over 70% year-over-year increase.

Bally Play launches with a solid selection of online casino games

According to the company’s press release, Bally Play features more than 150 online casino games, including:

Games are powered by several renowned software supplier companies such as IGT, Aruze, High 5 Games, Everi, Konami, BluBeri and Gaming Arts. Bally Play offers a diverse catalogue of games with some of the most popular titles like:

  • Wheel of Fortune
  • Double DaVinci Diamonds
  • Wolf Run Eclipse
  • Flaming Chilies
  • Sweet Spin
  • Devil’s Lock
  • Rakin’ Bacon

Commenting on the partnership, Michael Carpenter, CEO of Ruby Seven Studios, said in a press release: “Ruby Seven Studios is excited to add Bally’s Corporation to our growing portfolio of leading gaming companies leveraging our social casino development and operational expertise.”

Social casino launch is part of Bally’s growth strategy

Bally’s management hopes launching a social casino will help the company attract new customers. Bally’s currently owns and manages:

  • 15 casinos across ten states
  • A golf course in New York
  • A horse racetrack in Colorado
  • Online sports betting platforms in 18 states

The company’s brands include an online gaming operator, Bally’s Interactive International (formerly Gamesys Group), sports betting platform Bally Bet, and a growing online casino platform, Bally Casino.

With nearly 10,000 employees, Bally’s operations include about 15,000 slot machines, 550 table games, and 3,900 hotel rooms. The company is also building a $1.1 billion resort casino in downtown Chicago and looking to develop new casino projects in Missouri, New York, and Pennsylvania.

Chief Product Officer of Bally’s Corporation Sina Miri said in the news release:

“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.”

Bally’s is off to a solid start in 2024

In its latest earnings call, Bally’s emphasized its North American Interactive segment delivered a solid Q1 2024 quarter, as iGaming operations continued to gain share in New Jersey and Pennsylvania.

The annual revenue increase of over 70% was partly affected by Bally’s launch of an online casino in Rhode Island, where the company is the only operator.

Although the company said it is cautious about how it approaches its positioning with online sports betting from a reinvestment standpoint, CEO Robeson Reeves said Bally’s would focus its investment in the iGaming states.

Katarina Vojvodic Avatar
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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 PlayCanada.com. 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.

View all posts 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 PlayCanada.com. 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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