Social casinos can be a fun way to pass the time or a free way to gain some experience playing online casino games. For the companies that offer them, though, they aren’t fun and games. They have a serious business element to them, and that’s what a new Bally’s social gaming investment is all about.

Bally’s has invested in Snipp Interactive with an eye on its social gaming component, Gambit Rewards. With the move, Bally hopes to capture more of the growing online casino market in the United States.

Technically, Bally’s is now a minority owner of Snipp. It paid $5 million for a 9% stake in the company. Snipp is a digital marketing firm that paid that same $5 million in January to acquire in total Gambit Rewards.