Bally Bet

Background

Bally Bet was launched in 2021 following Bally's Corporation's acquisition of the Bally's brand rights from Caesars Entertainment and the formation of its digital division, Bally's Interactive. The initial sportsbook app was built on technology from Bet.Works, which Bally's had acquired in 2020 for $125 million. In 2023, Bally's replaced its proprietary platform with exclusive multi-year agreements with Kambi Group for sportsbook odds and risk management and White Hat Gaming for its player account management (PAM) platform, cashier, and managed services. The relaunched app debuted in Ohio in September 2023 in partnership with the Cleveland Browns and local restaurateur Bobby George.

Products and Platforms

Bally Bet's primary mobile app offers a full sportsbook with pre-game and live betting, cash-out, live streaming, and daily video picks called "Picks." The same app integrates the Bally Bet Casino, which features slots, table games, and live dealer options. Bally's also owns the Bet.Works iGaming platform, used internally and for potential future B2B offerings. A planned retail sportsbook, Bally's Sportsbook Lounge, is set to open in Cleveland in partnership with the Cleveland Browns and Ethos Hospitality.

Technology and Partnerships

Bally Bet's current tech stack is supplied by Kambi Group (sportsbook odds, trading services) and White Hat Gaming (PAM, cashier, managed services). The brand is closely integrated with Bally's land-based casinos for cross-channel marketing and loyalty programs. The media partnership with Sinclair Broadcast Group, announced in 2020, gave Bally's naming rights to 21 regional sports networks and extensive advertising inventory, providing a unique distribution channel for Bally Bet.

Market Presence and Licensing

As of early 2026, Bally Bet is licensed and operational in 14 U.S. states, including Ohio, Colorado, Massachusetts, Indiana, and others. The Massachusetts Gaming Commission awarded Bally Bet an operations certificate on July 1, 2024, marking its entry into that state's legal sports wagering market. The brand is also active internationally through Bally's Intralot, formed in October 2025 by merging Bally's International Interactive Business with Intralot. The company's ambition is to capture a significant share of the estimated $50 billion U.S. sports betting and iGaming market.

Recent Developments

In March 2026, Bally's Corporation reported fiscal 2025 earnings, highlighting the consolidation of its international interactive business with Intralot to form Bally's Intralot. In March 2025, Mira Mircheva was appointed EVP and CFO of Bally's Corporation. The company continues to expand its state footprint and leverage its media and retail assets to drive customer acquisition.