Bally’s makes a long-awaited entry into the online casino space

Shutterstock/Ritu Manoj Jethani

Bally Company launched the company’s first online casino product, Bally Casino. Yesterday’s debut in New Jersey came eight months after the company began offering online sports betting.

The company’s digital products are housed in its Bally Interactive division. One of these brands Bally bet, started accepting online sports betting in May 2021 in Colorado. The online bookmaker is now available in four states, with Indiana and Virginia completing this list.

A New York the launch is pending, probably in April. The delay is intentional, with the president of Bally Soo Hyung Kim describing the market as “crazy” right now.

Bally Casino arrived like a bump in the night

Unlike Bally Bet’s unveilings, which included press releases, tweets and Instagram posts, Bally’s launched Bally Casino sotto voce.

The soft launch ran from December 8-10 in New Jersey. The online casino’s Twitter account, @BallyCasino, had only four tweets and six followers, yesterday. One of those followers was @BallyBet.

Three of the tweets were about the soft launch.

The tweet posted on full launch day wasn’t even nominally about the New Jersey online casino. It was a promotion to win a superbowl Bally Casino land licensee getaway, Bally’s Atlantic City Hotel and Casino.

The tweet read:

“Look at the #BigGame the right way and join us for a two night stay package at @BallysAC, a value of $933.”

However, Bally’s sent out a press release filled with exclamation marks yesterday:

“ballycasino.com was launched in New Jersey with premium games like slots, blackjack, roulette and video poker. Players can enjoy the thrill of playing land-based classics and top slot games such as Wheel of Fortune Triple Extreme Spin, Cleopatra, Secret of Phoenix, Tiki Island, Monopoly games, and more! Additionally, players can earn free spins with popular daily free games such as Search for the Phoenix and Tiki’s Catch of the Day. Bally’s will continue to add games including Bingo with multiple chances to win and an exclusive Super Jackpot!

Bally Casino is minimally promoted

Like Bally Bet, Bally’s keeps Bally Casino’s marketing and promotions budget light.

Although this is Bally’s first online casino in the United States, it makes sense that the company avoids fanfare about the accomplishment. This is because there are ongoing works to make the company private.

On January 25, Bally received a $2 billion submission from its chairman – in his capacity as a hedge fund executive.

Kim, the company’s president, is also the bidder’s managing partner and chief investment officer General Standard.

Kim’s move to help Bally’s go private would reduce pressure on the company in terms of shareholder demands.

As for online gambling, this comes in handy due to Kim’s plans to wait until April to launch Bally Bet in New York. Moreover, Bally’s would not have to increase its marketing and promotion expenditure, which is much lower than that of operators with more market share.

Parallels between Bally Bet and WynnBET

Moreover, by removing this pressure, Bally’s can avoid following in the footsteps of its competitor. Wynn Resorts.

At one point, Wynn had considered taking Wynn Interactive public and securing a war chest. The plan at the time was to use some of the money for marketing and promotions for its online gaming brand, WynnBET.

That effort failed, and now Wynn Interactive is said to be on sale for $500 milliona fraction of the original price.

As with the launch of Bally Casino this week, WynnBET did very little to promote its August 2020 debut in the garden condition.

This was, however, the first time that WynnBET offered online betting anywhere in the United States. Wynn Resorts operates retail casinos in Massachusetts and Nevadaso WynnBET had to partner with Entertainment Caesars to launch online sports betting and an online casino in New Jersey.

However, Bally’s did not have this problem. Yet Bally Casino is not even the first online casino on the Atlantic City retail casino license. This honor went to PointsBet Casino in July 2021.