Bally’s Corporation Group Inks Long-Term Sportsbook Deal with Kambi
Kambi Group plc, a trusted global sports betting partner, has signed an exclusive long-term sportsbook agreement with Bally’s Corporation, a leading casino-entertainment company.
As part of the partnership, Kambi will support Bally’s online and retail sportsbooks expansion and enhancement by providing its award-winning fully managed sportsbook, offering unparalleled online and retail sports betting entertainment to Bally’s worldwide customer base.
Bally’s aims to utilize Kambi’s services in at least seven US states and at four retail gaming locations by the end of the year.
Kambi’s sportsbook will replace Bally’s proprietary sports betting technology. By integrating with the operator’s in-house data and marketing technology stacks, Bally’s will reduce fixed costs and further promote engagement with its “Bally Bet” brand.
In accordance with Kambi’s modular product approach, the two parties have agreed to provide Bally’s the option, subject to meeting specific performance metrics, to acquire a license for a limited portion of Kambi’s online and retail technology source code. If Bally’s exercises the option and pays the agreed sum, the parties would enter into a separate long-term outsourcing agreement related to Kambi’s range of modularized services.
The partnership between Kambi and Bally’s has the potential to become a significant source of revenue for Kambi over the contract’s duration.
In a separate development, Bally’s has also partnered with White Hat Gaming, which will supply its player account management platform solution to the operator.
Kristian Nylén, Kambi Chief Executive Officer and Co-founder said, “We are pleased to enter into this long-term partnership with Bally’s to enable the enhancement and expansion of its online and retail sports betting platform and services. Kambi is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally’s will deliver its customers the next-generation betting entertainment they demand.”
Robeson Reeves, Chief Executive Officer of Bally’s Corporation added, “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.”