Bally Bet, the online sports betting brand of Bally’s Corporation, has confirmed its relaunch in the New York market with the help of White Hat Gaming, a leading PAM platform solution provider. The partnership marks the sixth state launch for Bally Bet and White Hat Gaming in less than three months, following successful rollouts in Colorado, Virginia, Arizona, Indiana, and Ohio.
What is White Hat Gaming?
White Hat Gaming is a company that offers a full-service platform for online gaming operators, including player account management (PAM), CRM, payment processing, customer support, and player protection tools. The White Hat Gaming also provides access to a wide range of third-party content from leading game developers.
White Hat Gaming’s PAM platform is designed to enable seamless and secure cross-state transactions for online sports bettors using a proprietary feature called the Traveling Wallet. This allows Bally Bet customers to access their account balance, loyalty offers, and bonuses across state lines without having to create multiple accounts or transfer funds.
Why did Bally Bet choose White Hat Gaming?
Bally Bet, which was launched in May 2023, is part of Bally’s Corporation’s strategy to become a premier, full-service, vertically integrated casino and resort, online sports betting, and igaming company. Bally Bet offers a unique and differentiated product experience featuring exclusive content, social features, and gamification elements.
However, Bally Bet faced some challenges in its initial launch, especially in the highly competitive New York market, where it consistently ranked last in terms of revenue among online sports betting operators5. Bally Bet decided to take down its app earlier this year and rebuild its North America Interactive division with the aim of improving its product quality and customer satisfaction.
To achieve this goal, Bally Bet conducted a thorough evaluation and selected White Hat Gaming as its PAM platform provider, along with Kambi Group as its sportsbook supplier. Bally Bet chose White Hat Gaming for its ability to move fast in the industry and provide a tech stack that can support a quick and smooth launch in multiple states. White Hat Gaming also offers a flexible and scalable solution that can adapt to Bally Bet’s specific needs and preferences.
What are the benefits of the partnership between Bally Bet and White Hat Gaming?
The partnership between Bally Bet and White Hat Gaming is expected to bring several benefits for both parties, as well as for the online sports betting industry and customers in the US. Some of the benefits are:
- Bally Bet can leverage White Hat Gaming’s PAM platform to enhance its product offering and customer experience in the New York market, as well as in other states where it operates or plans to launch in the future. Bally Bet can also benefit from White Hat Gaming’s expertise and support in compliance, security, and innovation.
- White Hat Gaming can expand its presence and reputation in the US online gaming market, which is one of the fastest growing and most lucrative markets in the world. White Hat Gaming can also showcase its PAM platform’s capabilities and features to potential new clients and partners.
- The online sports betting industry and customers in the US can enjoy more diversity and quality in the market, as Bally Bet and White Hat Gaming aim to deliver a best-in-class product that combines sports betting, entertainment, and social interaction.
What are the next steps for Bally Bet and White Hat Gaming?
Bally Bet and White Hat Gaming have announced that they will continue to collaborate and launch in more states in the coming weeks as part of their mission to strengthen their online footprint and grow their market share in the US. Bally Bet and White Hat Gaming have also expressed their excitement and confidence in their partnership, as they look forward to delivering a superior online sports betting experience to their customers.
