Bally Bet Returns to New York Market with Improved Platform

After a five-month pause in the top sports betting jurisdiction in the U.S. market, Rhode Island-based Bally Bet relaunched its platform in New York this week with the support of top-tier Kambi Group and White Hat Gaming technology to compete with our other best sports betting apps.

Bally Bet had struggled to gain traction in the bustling New York sports betting scene. New York reported over $2 billion in wagering activity in October alone. In 12 months before shutting down for technology upgrades in the Empire State, Bally Bet generated a total of just $16 million in bets.

Enhanced sports betting product sought

Bally Bet's struggles to gain a reasonable market share in the states it has a presence, including New York, was forced to move away from their in-house technology suite in favor of technology providers that are not only established in the American gaming market but have thrived under the umbrella of some of the top sports betting providers in the nation. With the switch, it has returned to the available NY sports betting apps.

Kambi and White Hat Gaming technology will help redesign the Bally Bet sports betting platform's mobile and retail wings and enhance some of the features on the Bally Bet app. White Hat Gaming has agreed to provide Bally's with its cutting-edge player account management (PAM) platform, a function that has set White Hat apart from other technology providers. Users may return to the app to take advantage of NY sportsbook promos.

Other features of the technology switch

Bally Bet, through their agreement with White Hat Gaming, will also benefit from a marketing support wing, which has been a critical part of their other sportsbook partnerships, White Hat's 24/7 customer support, increased payment options, White Hat's proprietary cashier, as well as some customer protection functions will immediately be available for Bally Bet users in the New York market.

White Hat will bring Bally Bet its Traveling Wallet functionality, an award-winning innovative feature allowing Bally Bet users to access their app, account balance, bonuses, and loyalty program in up to six states where Bally Bet is live. 

By signing up with Bally Bet New York, users can seamlessly access the company's product in six other states without re-registering in the affected jurisdictions. This is all thanks to the player account management feature that White Hat Gaming brings to the New York sports betting app.

The same features are now available to Bally Bet users in Indiana and Iowa.

Looking to boost profits

Bally's Corporation had a slightly underwhelming Quarter 3 of its fiscal year, mainly because it paused its business in three key states. The company reported $632.5 million in revenue for Q3, a 9.4% year-over-year increase from last year. According to the figures released, the interactive side of the business was the most productive, climbing from $22.1 million in revenues during the same period last year to $29.5 million this past Q3.

Bally’s reported a net loss of $61.8 million during its fiscal year third quarter. In the same reporting period in 2022, the company experienced $593 million in revenues.

A partnership deal with Kambi and White Hat Gaming should help Bally’s with the desire to spike profits from their interactive wing further. With competition only increasing in the U.S. market and its rivals rolling out better overall sports betting products, Bally Bet needed a change and got it with their Kambi/White Hat Gaming tie-up.

It’s just too bad that the company had to shutter its operations in a few key states, like New York, during the first half of the bread-and-butter NFL season in attempts to get on par with its rivals.