Bally’s Corporation has entered a multi-year partnership with Kambi, a leading sports betting supplier. This is in an effort to expand Bally Bet globally. Diamond Sports Group, the owners of Bally Sports, filed for Chapter 11 bankruptcy back in March. This partnership shows a shift in focus for the company as it works to rebound in the sports betting industry.
Bally’s Meets Kambi
Prior to this deal, Bally’s ran an online sports wagering operation with parts acquisition for its platform. This strategy was a failure. Having an experienced supplier like Kambi at the helm will make the process smoother for the company.
Kambi has experience supplying sports betting for the likes of Rush Street Interactive (BetRivers), Mohegan Gaming & Entertainment, Kindred Group, and many more. More than 40 entities partner with Kambi for sports betting.
“We are pleased to enter into this long-term partnership with Bally’s to enable the enhancement and expansion of its online and retail sports betting platform and services,” said Kristian Nylén, Kambi CEO and co-founder. “Kambi is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally’s will deliver its customers the next generation betting entertainment they demand.”
In addition to the Kambi deal, Bally’s has also partnered with White Hat Gaming. White Hat will oversee player account management with its platform solution for Bally Bet going forward.
“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,” said Robeson Reeves, CEO of Bally’s Corp.
How This Deal Affects Customers
Players who wager at Bally Bet will see an improved user experience thanks to the best-in-class technology provided by Kambi. Kambi’s product is award-winning and has become the industry standard for sports betting.
Kambi’s technology will also extend to Bally’s other gambling properties as well. This includes casinos and iGaming as Bally’s aims to be a force in all markets.
“Kambi provides an award-winning sportsbook that delivers unrivaled sports betting entertainment,” continued Reeves. “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. This, in turn, will support our vision of becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company.”