Bally Bet Launches Integrated Sportsbook And Casino App In New Jersey

By Hill Kerby | Nov 18, 2024, 5:00am

Bally’s Interactive announced the launch of its combined Bally Bet Sportsbook & Casino app Wednesday in New Jersey. The new app allows Garden State customers to share one wallet for all activity on the Bally Bet platform, including sports and casino games.

The launch also marks Bally’s entrance into the New Jersey sports betting market. It is Bally’s 11th sports betting market since Bally Bet Sportsbook first launched in Colorado in May 2021.

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A new era for Bally’s

The new Bally Bet Sportsbook & Casino app arrives via a partnership with leading content provider White Hat Gaming. White Hat Gaming also partners with other industry giants like DraftKings, BetMGM, FanDuel, Caesars Palace and Rush Street Interactive.

According to the Bally Bet NJ website, the app will incorporate new features and hundreds of markets for bettors. Its offerings include traditional moneylines, spreads and totals, plus parlays, props and futures.

The app represents a new age for Bally’s, which went offline in 2023 to redevelop its technology alongside White Hat Gaming and sports betting platform provider Kambi.

“We are excited to launch the new Bally Bet Sportsbook & Casino app, a key milestone for Bally’s. This unified platform combines our existing apps’ features and functionality, offering New Jersey players a seamless sports and casino betting experience. Enhancing the player experience remains a crucial focus in personalizing the fun while playing Bally Bet,” Brett Calapp, COO of North America Interactive for Bally’s, said in a news release.

Bally Bet Sportsbook now live in 11 states

New Jersey’s launch marks the fourth new market since July. The Bally Bet Sportsbook app went live in Maryland and Massachusetts in July and Tennessee in October.

However, New Jersey represents the most mature market and one of the largest in the nation.

New Jersey’s top operators, including FanDuel and DraftKings, have already established a strong hold on the market, and Bally’s is one of 14 sportsbooks competing for customers. Bally’s has struggled to gain a stronghold in its other two largest locales, New York and Ohio, representing just 0.5% of the market share in both states’ most recent revenue reports.

In addition to the four recent launches, Bally’s operates sportsbooks in Arizona, Colorado, Iowa, Indiana, New York, Ohio and Virginia. It also has online casinos in Pennsylvania and Rhode Island.

Bally’s brand stronger in NJ than other markets

It’s unlikely that Bally Bet Sportsbook will shake up the New Jersey sports betting landscape upon its entrance into the market. However, it’s not starting from zero, either, due to iGaming and its retail casino in Atlantic City.

This established presence has enabled the brand to gain a loyal online gambling following that it hopes to grow with sports betting.

Ultimately, the New Jersey expansion will add to Bally’s bottom line in the market. It also affirms Bally’s commitment to New Jersey after the company rebranded its Virgin Casino to Monopoly Casino earlier this month.

Hill Kerby

Hill Kerby has been involved in the gaming industry for more than 5 years. That started with one of his intense passions: poker (and online poker). However, since then, he has also developed a love for all verticals within online gaming, and he now writes about sports betting, icasinos, social casinos, horse betting, and ilottery in addition to his poker coverage. Hill has a background in psychology, which gives him an ability to offer rare insights and analysis in his writing. Hill is a proponent of safe, legal betting and is grateful to be able to contribute to growing the industry.