Fresh off its acquisition of U.K. online gaming operator Gamesys, Bally’s is looking to build a comprehensive gaming platform that incorporates sports betting, fantasy sports, and igaming.
“If you look at where we put our chips,” Bally’s CEO Lee Fenton told CNBC, “it’s on those media partnerships, it’s on the investment in our technology, and I think we’ll approach customer acquisition in a very different way, really driving omnichannel.”
Bally’s acquired Gamesys last week for $2.7 billion. That represented a 13% premium on its stock price as of Oct. 5, which Bally’s chairman Soo Kim called “a very reasonable multiple.”
Bally’s has expanded through acquisitions over the last year.
