Bally’s Interactive beefed up its igaming platform in Ontario with the news Monday that the company has launched its new Bally Bet Sportsbook & Casino app.
“Bally’s launched its online casino in Ontario in July 2022, shortly after the province became the first in Canada to establish a legal and regulated online gambling market,” said Richard Harris, Chief Commercial Officer for Bally’s Interactive.
The updated Bally Bet Sportsbook & Casino app combines the functionalities of the existing Bally Casino app and Bally Bet Sportsbook app into one comprehensive platform.
Powered by White Hat Gaming, this new app allows players residing in or traveling to Ontario to place wagers on both sports and casino games using a single app, account, and universal wallet.
Bally’s Interactive said in a statement that players will be receiving a series of in-app, email, and social-media messages guiding them through the migration to the new app.
Harris added that the appeal of the Ontario markets lies in its regulatory standards, which ensure operators provide a safe and transparent experience for players.
“Ontario stands out as one of the few North American jurisdictions that permits both sports betting and online casino operations,” he said. “While sports betting is regulated in over half of the U.S. states, online casinos are currently allowed in only seven states.”
Bally’s Interactive is under the gun to try to differentiate their product in a crowded Ontario igaming market. The province currently has 50 licensed operators and 81 gaming websites.
“Bally’s leverages its extensive igaming heritage and expertise, particularly from the UK market through its acquisition of Gamesys in 2021,” Harris said. “In the UK and New Jersey, Bally’s operates well-known brands like Virgin Games and Jackpotjoy. The launch of Bally Casino in New Jersey in 2021, followed by Pennsylvania and Rhode Island, showcases its growth strategy.
“The introduction of Bally’s Sportsbook in Ontario aims to reach new audiences and enhance player experience. The app allows users in Ontario to place wagers on sports and casino games seamlessly.”
Bally’s has an office in Toronto, a location that came with its acquisition of Gamesys, supporting a wide range of functions.
