Bally Bet has launched its new platform in Ohio some two months after temporarily ceasing online betting operations across most of its US markets.
Bally’s Corporation’s sports betting division announced earlier this year that it would be relaunching its app. After shuttering its Bet.Works-developed app, the new platform has been created with Kambi Group and White Hat Gaming.
The new app has debuted in Ohio, where Bally Bet has a licence through its partnership with the NFL’s Cleveland Browns. It withdrew from five states in June ahead of the relaunch, only remaining operational in Arizona.
Bally Bet announced on its website that the new app is now live in Ohio. It will be rolled out in further US states in the coming months, according to partner White Hat Gaming.
“With extensive coverage of all major sports, near-endless wagering options, and features made to heighten the experience, our mobile sportsbook app is poised to deliver unmatched sports betting thrills,” Bally Bet said.
Costly mistakes
In February 2023, Bally’s CEO Robeson Reeves admitted the app designed by its Bet.Works subsidiary was not fit for purpose. Speaking to investors, he said the $150m acquisition of Bet.Works in 2020 and launch of the app were costly mistakes.
In May, Bally Bet announced that it had entered into exclusive, multi-year agreements with Kambi Group and White Hat. In June, it announced that it had temporarily ceased operating in Iowa, Colorado, Indiana, Virginia and New York.
Under the terms of the Kambi partnership, Bally’s has integrated its omnichannel products, trading capabilities and content solutions. White Hat is supplying its PAM platform, which includes its proprietary cashier, multiple RGS integrations and travelling wallet.
