June 30, 2022
Today, "Bally Bet" gained their license to operate within the newly regulated Ontario iGaming market. Bally Bet is the sports betting and casino brand within the online interactive division of Bally Corporation, which owns and operates over 20 casino locations in New Jersey, Colorado, Missouri, Indiana, Illinois and Nevada.
Bally Bet however will only initially offer their online casino gaming vertical to players located in Ontario. They are developing a new online sportsbook platform, which is a good thing, as our Bally Bet Ontario preview noted, the existing US state versions of their original online sportsbook would leave Ontario players with a lot to be desired. This is especially the case since there is now so much high-level competition from other legal Ontario betting sites in the market already.
Unlike other bricks and mortar casino operators that have entered the new provincial iGaming market, Bally's does not have a branded casino location in Ontario - thus it has no brand heritage within the market whatsoever. Contrast this with both Caesars & Mohegan Gaming, which are both entering the Ontario iGaming market, and operate Caesars Windsor and Fallsview Casino in Niagara Falls respectively.
To gain traction for their online brand in the US, Bally's partnered with the Sinclair Broadcast Group to re-brand their various regional sports channels under the "Bally's Sports" banner. Bally's has no such wide brand exposure within Ontario. So it remains to be seen how the Bally Bet brand will endeavour to market themselves within the highly competitive Ontario iGaming market.
Return to SNBET's Ontario sports betting news page.