Bally Bet has called upon White Hat Gaming’s player account management platform to relaunch in the New York sports betting market after taking the platform down earlier this year.
Forming part of Bally’s strategic partnership with White Hat to leverage its PAM for the relaunched Bally Bet in the US, the deal ensures that Bally’s once again goes live in the most lucrative US market.
White Hat’s PAM will contribute to an enhanced product in the Empire State, which will now be on the Kambi sportsbook platform rather than Bally’s in-house tech stack. The New York rollout means that Bally Bet and White Hat have launched in six states in under three months.
Bally Bet is also live in Indiana, Colorado, Virginia, Arizona and Ohio.
Phil Gelvan, CEO at White Hat Gaming, said: “Delivering our PAM to Bally’s across six states in under three months is an incredible achievement. It speaks volumes about our ability to move fast in this industry and provide operators with the tech stack required to launch quickly and smoothly.
“Our hard work in supporting the Bally’s team is far from over with more state launches planned. It’s an exciting period for us as we continue to grow our US footprint in record time.”
The deal came as Bally’s removed the BallyBet app earlier in the year after the firm identified the need to rebuild the North America Interactive division after racking up significant losses in 2022.
In New York, Bally’s consistently came last in the list of operator’s revenue per the New York State Gaming Commission. The firm will look to have more success on the new platform and the new product experience as it continues its US rollout.
Robeson Reeves, CEO at Bally’s, said: “The team at White Hat Gaming has done an incredible job in facilitating numerous state launches in quick succession. They have accelerated our growth strategy as we look to strengthen our online footprint alongside the existing retail presence we hold.
“We are thoroughly looking forward to revealing more launches over the coming weeks, as we continue to build on our mission to become the premier, full-service, vertically integrated casinos and resorts, online sports betting, and igaming company.”