The Bally Bet app in Ontario has a new look and feel now that the company has deployed a new, upgraded app into the market.
“We are thrilled to introduce the new Bally Bet Sportsbook & Casino app, marking a significant milestone for Bally’s,” said Bally’s CEO Robeson Reeves. “This integrated platform merges the features of our previous apps, providing players in Ontario with a seamless experience for both sports and casino betting. Our commitment to enhancing the player experience remains at the forefront as we strive to personalize the enjoyment of playing Bally Bet.”
Bally Bet Casino launched in Ontario in July 2022. The company also briefly offered sports betting in 2023 before taking the app offline.
White Hat provided the technology behind the app. The company inked a deal with Bally’s in May 2023 in tandem with odds provider, Kambi. Prior to that, Bally’s was hosting its sportsbook and online casino on in-house platforms.
The new app has a universal wallet and seamless integration of both the sportsbook and the casino app. Existing Bally Bet customers should receive email and in-app notifications about the migration process.
The company is currently in the process of taking the organization private. Standard General-owned Queen Casino & Entertainment offered shareholders a buyout worth $4.6 billion. Shareholders officially approved the deal last month and it is expected to close early in 2025. Bally’s Chairman Soo Kim is also the founding partner of Standard General.
“This merger will expand our platform and databases while further diversifying the markets in which we operate,” Reeves said during the company’s Q2 earnings call.
Bally Bet’s new app joins a crowded from flourishing Ontario market with more than 80 brands to choose from. In the U.S., the Bally Bet brand has struggled to gain market share in more limited fields. However, in states where it can offer both an online casino and a sports betting app it has fared slightly better.
