After an unexpected June shutdown, Bally Bet is back with its new betting platform just in time for the NFL, and has added a new state in the process.
- New York
Bally’s is partnered with the Cleveland Browns on a 10-year betting license. Bally Bet remains online in Arizona, the only state where the sportsbook did not shut down earlier this summer.
There is no new user sign-up code currently available for the sportsbook. All users outside of those Arizona customers must sign up again with the new platform.
Kambi, White Hat power new Bally Bet
The redesigned app uses technology from third-party supplier Kambi and payment processor White Hat Gaming, which Bally’s tapped earlier this year after scrapping over $3 billion of failed investments.
Kambi and White Hat have powered apps like DraftKings and Barstool in the past, though both operators have moved on in favor of building their own technology.
Bally Bet CEO Robeson Reeves, who took over in March, decided to tap the B2B suppliers shortly after the company abandoned Bet.Works and Monkey Knife Fight, which were supposed to power the online brand. Those accounted for a $390 million non-cash impairment.
A long way to go
Neither platform had given Bally’s a competitive sports betting product, Reeves said in his last address to investors.
Bally’s ranks dead last in handle among 18 sportsbooks that operate in Arizona, Indiana, Iowa, Indiana and New York, its only markets that report operator data.
Bally Bet has market access in 10 more states, though it has been quiet on where it plans to launch next.