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Bally’s Corporation announced that it has entered into exclusive, multi-year agreements with Kambi Group plc and White Hat Gaming to serve as Bally’s online sports betting and platform providers.
After ongoing development projects are completed, Bally’s will have 17 casinos across 11 states. The company is trying to relaunch Bally Bet, its online sports betting platform, which the company expects to occur across seven states and at four retail gaming locations by the end of 2023.
Bally said it’s also looking at offering online sports betting internationally, which the Kambi arrangement could help facilitate.
Through the partnerships, Bally’s said it will “leverage Kambi’s and White Hat’s technology integration, licensing across regulated jurisdictions, and end-to-end solutions.”
“We are very excited to have entered into long-term agreements with Kambi and White Hat — two of the world’s most established and trusted gaming technology companies,” Robeson Reeves, Chief Executive Officer of Bally’s Corporation, said. “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..”
Under the terms of the Kambi partnership, Bally’s will integrate Kambi’s products, trading capabilities, content solutions, and model-driven approach to liability management.
Bally’s maintains the option to acquire a license to a limited part of Kambi’s online and retail technology source code.
“Kambi is the proven global leader in sportsbook provision,” said Kristian Nylén, Kambi Chief Executive Officer and Co-founder. “I believe this powerful collaboration with Bally’s will deliver its customers the next-generation betting entertainment they demand.”
Bally’s is a gambling sponsor of Minor League Baseball, one of its key parternships for relaunching sports betting.
In April, Bally’s announced a multi-year partnership with Minor League Baseball, making Bally’s the first-ever national media rightsholder and exclusive fantasy and gambling partner of MiLB. Bally’s Corporation gets live broadcast and exclusive free-to-play gaming content rights across its digital platforms and strategic partner channels.
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