Third Time Lucky? Delaware North To Relaunch Betly Brand With New JV

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Delaware North has partnered with Belgian technology firm GAMING1 to relaunch its Betly brand and offer a B2B solution for online gambling.

Delaware North is shaking up its sports betting business once again.

The Buffalo-based casino operator has partnered with a Belgian technology firm GAMING1 to offer a B2B solution for online sports betting and gaming.

It will also relaunch its own sports betting brand Betly on the new technology.

What’s in the partnership?

Delaware North and GAMING1 have formed a JV to operate the new business called Gamewise.

GAMING1 will provide its sports betting and online casino platform. 

Delaware North brings “gaming and hospitality expertise,” per a press release.

The JV will target land-based casinos who want to expand online.

What Delaware North said about the new JV

“The solution is specifically tailored to [land-based] operators who want to participate [online] while investing in their own brand,” said Luisa Woods, VP of marketing for Delaware North’s gaming business.

“It is structured to minimize the resource impact on their core business. We believe this is exactly what the market has been looking for.”

New beginning for Betly

The JV tech will also power Delaware North’s Betly brand in markets where it operates land-based casinos.

That potentially includes New York, Arizona, Florida, Illinois and West Virginia.

Reset for Delaware North

Delaware North has had some adventures in US sports betting.

The company launched BetLucky back in 2019 in West Virginia, in partnership with Miomni.

The relationship was short-lived however, surviving for less than six months. It subsequently led to legal proceedings.

More recently the company has been running the Betly brand in West Virginia on IGT technology

That will be transition to the JV tech as well in the long run.

Who is Gaming1?

Gaming1 has with over 1,200 employees and a turnover of around $325 million in 2020. It describes itself as the Belgian leader in gambling, both land-based and online.

GAMING1’s chief business development officer Victor Araneda said the JV aimed to deliver the “ultimate omni-channel consumer experience”.

Araneda added: “We have been monitoring the situation in North America for some time, so it is an exciting moment for everyone at GAMING1 to partner with a company of the calibre and stature of Delaware North.”