Bally’s Corporation is opening the book on a new chapter in North America and in the UK retail sector with a rebrand and a refurbishment.
The company’s deal with lottery operator Intralot regarding its international interactive business is officially off the ground with the launch of Bally’s Intralot across the US and Canada, a company in which Bally’s has an equity stake.
On the other side of the Atlantic, Bally’s has given a new lick of paint to its Newcastle establishment, which was acquired in the third quarter of 2024.
Bally’s Intralot
In a LinkedIn post, Bally’s Intralot noted that the branding marks the next step in the alignment between the two parties, bringing attention to the scale, capabilities and offerings across the iGaming spectrum of the new entity.
Bally’s Intralot said: “We remain a B2B, lottery-focused organisation dedicated exclusively to the North American market, with the same leadership team, employees, contracts, and unwavering commitment to our customers and partners.
“What has changed is the strength behind us. By connecting Bally’s digital capabilities and the Vitruvian data platform with Intralot’s trusted lottery infrastructure, we’re positioned to deliver even more innovation and value to the market.
“Welcome to Bally’s Intralot Inc. here in the US and Bally’s Intralot CA in Canada.”
Intralot completed the acquisition of Bally’s international interactive segment in October last year, securing 58% shareholding in Intralot and becoming its majority shareholder. The company has ambitions to become a global iGaming and lottery champion.
Bally’s Newcastle
Bally’s has also announced that Bally’s Newcastle will be having a relaunch party to celebrate the venue’s refurbishment, according to the Newcastle Chronicle.
The refurbishment includes slot machines, gaming tables, 38 electronic roulette terminals, a dedicated poker room, 44 screens throughout the location, seating areas, an American-style diner and free live music every weekend.
At the launch party, a contest will be held where the top prize will be a trip to Las Vegas, in addition to complimentary drinks, canapes, live entertainment, learn-to-play tables and cocktail-making.
Bally’s Newcastle General Manager David Tait told the Chronicle: “We’re incredibly proud to be bringing the Bally’s brand to Newcastle and re-launching our first UK flagship venue in such a vibrant city.”
The operator’s investment in the UK comes on the brink of the country’s gambling market undergoing a significant tax change, as remote gaming duty will rise from 21% to 40% from next month.
A new general betting duty rate for remote betting will be introduced from April 2027 at 25%, excluding self-service betting terminals, spread betting, pool bets and horse racing.
A freeze in casino gaming duty bands in 2026-27 was also announced, with usual RPI (retail price index – inflation) uprating thereafter.
