Bally’s Corporation to leverage AI through OPTX partnership

Bally's Corporation OPTX Partnership
Image: OPTX

Casino management technology company OPTX has secured an exclusive, multiyear partnership with Bally’s Corporation to use artificial intelligence to enhance operations.

Bally’s entire portfolio of properties in the U.S. will be leveraging OPTX’s operational functionality to improve the overall guest experience. OPTX will also be collaborating with Bally’s to enhance the gaming giant’s casino offerings, including slots and table games.

“OPTX does a remarkable job at incorporating AI into the day-to-day lives of operators,” said Bally’s SVP of Gaming Operations Dan Cherry. “They’ve been able to leverage a powerful AI engine in a way that creates simple, meaningful, and easy to execute actionable tasks to improve operations. Their platform will allow us to create a better customer experience and reinvest in our gaming product aggressively.”

Bally’s is partnering with OPTX following encouraging earnings to start the fiscal year.

The company generated $618.5 million in revenue in Q1 2024, a 3.3% increase year-over-year. Bally’s results in Q1 were led by the company’s Casino and Resorts segment, which made up $342.3 million of revenue. The segment grew 4.1% compared to the same period last year. Bally’s North America Interactive business, which includes sports betting and iGaming, posted $41.5 million in revenue in Q1 2024, up 70.2% compared to Q1 2023.

OPTX answers AI questions

Bally’s is collaborating with OPTX as AI raises concerns regarding the stability of jobs.

“It is commonly misunderstood that AI has to replace jobs or it can’t be effective with an ROI,” OPTX co-CEO Brooke Fiumara told SBC Americas last January. “We have found that it makes operators smarter. It decreases the inaccuracy of their decision-making and it allows them to do more with less.”

OPTX has secured partnerships with more than 70 operators across North America with plans to expand its reach in Canada with the emergence of new operators.