Bally Casino expands in the UK with sports betting platform
Date: 2024-08-21 Author: Robert Beloved Categories: SPORTS BETTING
Following the successful debut of Bally Casino in the UK market in 2023, the company has decided to take the next step in its development by introducing its own sports betting platform. This move is part of the diversification strategy and allows Bally to focus on two areas: casino and sports betting.
Launch of a sports betting platform in the dynamic UK market
The new sports betting platform is available both on the website and as a mobile app available for iOS and Android. The platform is based on technology from Kambi, one of the leaders in sports betting, which allows Bally to confidently enter the competitive UK market.
Users of the platform have access to popular markets and betting categories, such as pre-match and live betting, as well as express bets and other special offers. The user-friendly interface of the app makes it easy to keep track of current and upcoming events, while the “Live” and “Coming Soon” features appeal to those who prefer instant betting. The platform also offers a convenient bet builder and a history of previous bets.
The launch of the sportsbook platform is part of the company’s overall strategy to expand and strengthen its position amid increasing competition in the US, where high operating costs are forcing big brands such as 888 and Betway to leave the market. Now, after a year of successful work in the UK market, Bally sees the time to expand its activities in this country, where competition, although fierce, is more manageable.
Challenges in the US market and the need for innovation
The decision to launch a sportsbook platform in the UK does not come as a surprise, as Bally announced its plans to expand into international markets at its earnings conference earlier this year. The UK is an important part of the company’s strategy, accounting for about 74% of Bally’s international revenue. The launch of the sportsbook platform in this country is a logical step in the diversification strategy.
Meanwhile, Bally continues to expand in the U.S., with the platform now in nine states, including a recent launch in Maryland. Despite the challenging conditions in the U.S., where giants like DraftKings and FanDuel dominate, Bally is hoping to improve its position through a focused approach both domestically and internationally.
Despite these efforts, however, Bally still remains behind even smaller players like bet365, Hard Rock, and ESPN Bet. The company is also in talks with Standard General about a possible takeover, but no new data was provided on its latest earnings call. Bally also announced 300 layoffs in its interactive division last year, highlighting the need to adapt to changing market conditions.
