Bally’s Corp enters Colorado mobile market with sportsbook launch

Bally’s Corporation has announced the beta launch of its mobile sportsbook, Bally Bet, in Colorado.

The launch of the sportsbook marks the company’s entry into the mobile sports betting market; its new sportsbook will offer a variety of features to sports betting fans in Colorado.

Bally Bet will include betting options for the biggest sports, exclusive in-app parlay games and integrated social features.

Users will also be able to earn points when they bet on sports, these points can be redeemed for gaming, dining, retail and other services at Bally’s Golden Gates, Golden Gulch and Mardi Gras casinos.

The new mobile app was developed by Bet.Works, which is an American regulated sportsbook technology platform that will be acquired by Bally’s.

Once the acquisition is completed, Founder and CEO of Bet.Works, David Wang, will become the CEO of Bally’s Interactive.

The beta launch will focus on deployment, testing and refinement of the betting app and its content; Bally’s says it will look to improve the app over the coming weeks.

Wang said: "Bally Bet is the culmination of a tremendous amount of hard work by both the Bally's and Bet.Works teams, and represents a key component of Bally's long-term growth and diversification strategy. Today's launch is just the beginning of what Bally's has in store for the mobile sportsbook market."

Adi Dhandhania, SVP, Strategy and Interactive, for Bally's Corporation, said, "We are excited to provide sports fans across Colorado with a new and innovative way to engage with their favorite sports and teams.

"By integrating Bally Bet with Bally Rewards, we will provide sports and gaming enthusiasts with an unmatched betting experience."

Following the beta launch, Bally expects to launch the mobile sportsbook in three more markets this year, while 2022 will see further expansion.

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