Bally’s Corporation has announced plans to relaunch Bally Bet using white-label software from award-winning supplier Kambi.
The company has launched Bally Bet in a few states over the past two years, but it has only offered basic coverage of the 10 most popular sports.
It will now relaunch with a significantly larger and more comprehensive sportsbook powered by Kambi.
That means it will offer the same user experience, markets and odds as other Kambi-powered sportsbooks, such as BetRivers, Barstool, BetPARX and Unibet, the company that initially created Kambi.
It will also use white-label casino technology from White Hat Gaming – the company behind brands such as Playzee, Dream Vegas and Casimba – to power Bally Bet’s online Casino.
Robeson Reeves, chief executive of Rhode Island-based Bally’s Corporation, said, “We are very excited to have entered into long-term agreements with both Kambi and White Hat, two of the world's most established and trusted gaming technology companies.
Kambi provides an award-winning sportsbook that delivers unrivalled sports betting entertainment. By incorporating that with White Hat's PAM platform solution, as well as our geographic reach, customer base, and marketing prowess, Bally's will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market.
“This, in turn, will support our vision of becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company.”
It represents a coup for Kambi, which will soon lose Barstool as a client after it transitions to in-house software. Kambi also previously powered DraftKings Sportsbook.