After a quick migration and vetting, Bally Bet is on the market in Ohio.
The online sportsbook temporarily shuttered its operation in five other states while the company revamped its sportsbook. After relaunching its operations in those five states, the company jumped into the Ohio market as well.
The betting app and sports betting website are available now and are part of the Ohio sports betting market for the first time.
Bally Bet now using the Kambi platform
Bally’s Corporation shut down its sportsbook in late June while transitioning to a new sports betting platform. Previously, the company used its proprietary software. Now, it operates on a platform provided by its new technology partner Kambi Group PLC.
The companies estimated the transition could take as long as five months. However, they finished the project ahead of schedule. As a result, Bally Bet is available for download ahead of the first game of the NFL regular season, Thursday, Sept. 7.
Aside from its Ohio launch, Bally Bet relaunched in Colorado, Iowa, Indiana, New York and Virginia. It’s also operational in Arizona, which is still on the legacy platform.
Bally’s gained access to Ohio market through NFL partnership
In Ohio, Bally gained access to the market through a lucrative, 10-year partnership with the Cleveland Browns. But it faces a steep hill to get up among the top sportsbooks in the state.
In June, the most recent month with data from the Ohio Casino Control Commission, DraftKings Ohio and FanDuel Ohio accounted for 68% of the market share based on total handle. In other words, more than two-thirds of all bets placed in the Buckeye State were with those two operators.
For sportsbooks, Ohio is a crowded, competitive market. There are as many as 19 sportsbooks in Ohio, and 12 of them take in less than 2% of the overall handle.
In New York, the country’s largest market for online sports betting, Bally Bet has been licensed for more than a year. But it claimed only 0.1% of the market share of the total handle. As a top-five sports betting market, Ohio will be a rugged test for Bally’s to carve a customer base out for itself. Fanatics Sportsbook and ESPN Bet are expected to debut in the coming months, making the field even more competitive.
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What did the sportsbook change?
Bally Bet announced its return and launch in Ohio on its official website. The company touted new features in its sportsbook, including:
- Cash out your bet before the final whistle
- Watch live streams of your favorite sports on the go
- Bet on events as they happen throughout a game
This means consumers can utilize cashout options, watch highlights live, and start live betting with the new Bally Bet online sportsbook. Many other sports betting sites have established live betting options as a standard product feature.
