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More On Bally’s Mobile Sportsbook Launch In Colorado And Where They’re Heading Next

James Murphy
by in Gaming Industry on
  • Bally’s Corporation has launched their ‘Bally Bet’ mobile sports betting app in Colorado.
  • This is the first mobile sports betting market for Bally’s with plans to launch in Indiana, Iowa and New Jersey by the end of the year.
  • Bally Bet is the 22nd sportsbook app to enter the Colorado market under the auspices of the Division of Gaming.

In Bally’s Corporation’s (NYSE: BALY) launched their ‘Bally Bet’ mobile sportsbook app in Colorado earlier today. They’re going to use this as a ‘soft launch’ to fine tune the product and expect that to take place before they launch in another state. You can get the app for Android and iOS at this link:


Here’s a quote from the press release announcing the deal:

PROVIDENCE, R.I., May 24, 2021 – Bally’s Corporation (NYSE: BALY), a leading U.S. omnichannel provider of land-based gaming and interactive entertainment, today announced that it has entered the mobile sports betting market with the beta launch of its mobile sportsbook, Bally Bet, in Colorado. Bally Bet, which will offer a variety of unique and innovative features to sports betting fans across the Centennial State, was developed by Bet.Works – a premier, U.S. regulated sportsbook technology platform being acquired by Bally’s. The beta launch, which will be accompanied by limited marketing, will focus on the deployment, testing and refinement of the Bally Bet app and its content. Bally’s intends to incorporate enhancements to the Bally Bet app over the coming weeks.

You can find a PDF of the press release and the ‘sizzle reel’ video of the new app at the bottom of this page. More on the Bally Bet app:

Bally Bet will include, among other things, betting options for all of the biggest sports, exclusive in-app parlay games and integrated social features. In addition, Bally Bet users will be able to earn points betting on sports that they can redeem for gaming, dining, retail and other amenities at Bally’s Golden Gates, Golden Gulch and Mardi Gras casinos located in Black Hawk, CO, and at all of Bally’s casinos nationwide once the company’s new rewards program is unveiled this summer.

Reaction from Bet.Works and Bally’s executives starting with David Wang, Founder and CEO of Bet.Works (he’ll become the CEO of Bally’s Interactive once Bally’s closes its acquisition of Bet.Works):

“Bally Bet is the culmination of a tremendous amount of hard work by both the Bally’s and Bet.Works teams, and represents a key component of Bally’s long-term growth and diversification strategy. Today’s launch is just the beginning of what Bally’s has in store for the mobile sportsbook market.”

Next up we’ve got Adi Dhandhania, Senior Vice President, Strategy and Interactive, for Bally’s Corporation:

“We are excited to provide sports fans across Colorado with a new and innovative way to engage with their favorite sports and teams, and are confident that the Bally Bet sportsbook will provide those fans with the same unique and first-in-class experience that our loyal gaming customers have come to expect from our three Colorado casinos. By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience.”

Colorado’s sports betting continues to exceed my wildest expectations. I anticipated a competitive market with a nice assortment of ‘outs’ for players. The addition of Bally Bet makes it 22 sports betting apps operating under the auspices of the state Division of Gaming. There’s also the Sky Ute Casino tribal gaming property that offers a sports betting app for a total of 23. Several more including 888 Sport, Tipico and Betsson’s ‘Betsafe’ brand are waiting in the wings.

By now you can probably guess the next three states that Bally’s will launch in. It’ll be three of the other states that are doing sports betting right: New Jersey, Iowa and Indiana. Below this article you’ll find the Bally’s press release about their Colorado launch and the sizzle reel video demonstrating the app.

At the time of publication, James Murphy has a long position in BALY.


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