Bally’s Acquires Gamesys: What to Expect

Bally 150x150 1It seems like everyone’s fighting for a top spot in the competitive world of wagering. Alongside the major sportsbooks like DraftKings, BetMGM, and FanDuel, plenty of new platforms have started popping up, such as Sports Illustrated’s sportsbook and MaximBet. And iGaming can be just as competitive, with everyone from Golden Nugget to BetQL fighting for market share in online casinos. With all this competition, companies need to do everything possible to get ahead of the rest of the pack. One way, as you’d imagine, is by acquiring adjacent companies. DraftKings is no stranger to this with their number of acquisitions such as the sports betting-focused podcast network VSiN (the Vegas Stats and Information Network) and gamification company Blue Ribbon. DraftKings is also attempting a major purchase of the European gambling-focused company Entain. Now, it looks like Bally’s is following this mantra. Let’s take a look at how Bally’s is attempting to make a major move in the gambling world, as well as review its sports betting offerings.

Bally’s Officially Acquires Gamesys

Today, Bally’s Corporation officially revealed its full acquisition of Gamesys Group plc. Gamesys, a global online betting operator based in the UK, employs 1,800 people and will now be under the Bally’s Corporation umbrella. The motivation behind the acquisition was to both combine the two platforms’ player databases and access Gamesys’ technology to grow into a larger omnichannel gaming company.

The move is another sign of Bally’s attempts to get ahead in the betting world while building on its own attempts to get ahead in sports betting and iGaming. Over the past year and a half, the company has made big strides in both, and adding Gamesys to its portfolio will continue the upward trajectory.

Bally’s Corporation Overview

Bally’s is probably best known for its casino offerings, as it owns 14 different casinos across 10 U.S. states. Additionally, the corporation owns Monkey Knife Fight, a daily fantasy sports platform that rivals the offerings of DraftKings and FanDuel and is considered the fastest-growing DFS company in the United States. Bally’s Corporation also owns the fan engagement solutions provider Telescope Inc. as well as SportCaller, which provides free-to-play games.

All in all, Bally’s Corporation employs around 10,000 people while operating thousands of combined slot machines, hotel rooms, and table games. Utilizing Gamesys’ successful technology for its own gaming interests from iCasinos to online sports betting will help the company continue its aggressive expansion in a crowded gambling field.

A Quick Look at the Bally Bet Sportsbook

Bally’s Corporation currently offers the Bally Bet sportsbook app. Currently, the platform is only available in two states, Colorado and Iowa. However, expect that to change in the near future. The sportsbook advertises its social aspects to stand out from the other sportsbooks around. For example, you can follow your friends’ social media style and even challenge them to bet through the app. It will be interesting to see how Bally’s acquisition of Gamesys will affect the growth of Bally Bet sportsbook as it begins expanding into other states.

Anthony Elio is a CU Boulder graduate with a degree in creative writing and advertising. He is the lead Industry Betting Writer at Lineups.com, where he has spent over a year covering industry news in sports betting, casino, and poker.

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