At the end of June, Bally Bet Sportsbook will go lights-out until further notice. The online sportsbook will transition from using its own software to employing Kambi‘s sports betting platform, in a process that will take a few months, according to their website. Kambi also provides a platform for Bally Bet competitor BetRivers.
Bally Bet hasn’t launched in Ohio yet, but its revamped Ohio online sportsbook is expected to be the first to launch after the rebuild. That could happen as early as August.
Bally Bet Ohio is partnered with the Cleveland Browns and has the green light to operate in the Buckeye state.
Bally expects new partnerships to catalyze growth
According to a May press release, Bally will launch the new app in seven states by the end of the year, along with four retail sportsbooks.
Bally Bet Sportsbook previously announced its partnership with B2B technology provider Kambi but did not mention any down time for its current users. Under a new CEO since March, Bally Bet has also partnered with White Hat Gaming for payment processing, player management and game aggregation technology.
CEO Robeson Reeves said in May that the partnerships will position the company to capture more market share and support the company’s goal of integration between their casino and resorts, sports gaming and iGaming brands.
“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,” Reeves said. “Kambi provides an award-winning sportsbook that delivers unrivaled sports betting entertainment.”
Can an Ohio launch give the Bally brand a boost?
Bally Bet has struggled to gain a foothold in its six current U.S. markets using its own technology. Recent numbers from New York and Indiana, where operator share is reported, show the sportsbook taking in less than 1% of the total bets.
With the behemoth companies FanDuel Ohio, DraftKings Sportsbook, BetMGM OH and Caesers Sportsbook dominating in most states, potential up-and-coming online sportsbooks face tough competition.
The company might see Ohio’s new but booming market as the best place to re-launch first. Ohio is projected to place in the top five largest sports betting markets, beating even Nevada by about $2 billion in handle this year.
Having just launched legal sports betting in January, Ohio’s still-developing market could provide the refreshed Bally Bet some elbow room. A seat at the table in Ohio would give Bally some positive momentum to build from.
