Revamped F2P social gaming product launched by Bally’s

Bally's Corporation Ruby Seven Studios
Image: Bally's Corporation

Bally’s Corporation is partnering with a social casino gaming company to reimagine its free-to-play offerings.

The entertainment and gaming conglomerate has partnered with social casino gaming brand Ruby Seven Studios to launch Bally Play, an F2P online social casino. Bally Play offers more than a diverse catalog of online casino games including slots, table games, video poker, and bingo through partnerships with casino tech providers such as IGT.

Bally Play will offer over 150 gaming titles, including Wheel of Fortune and Sweet Spin.

“As part of our growth strategy, we have been seeking to complement our brick-and-mortar and interactive gaming offerings with a social casino,” said Bally’s Corporation CPO Sina Miri. “Working with Ruby Seven Studios has allowed us to create a unique, best-in-class social casino experience for our existing players and can help us attract new players.”

Bally Play is being revamped after serving as an F2P offering for sports-related games. Bally’s had secured deals in minor league baseball with MiLB to deliver Minor League Rundown, a F2P game, on Bally Play. The F2P offering was also included in a long-term partnership between Bally’s and the Cleveland Browns for operations in Ohio.

Bally’s gets a boost

Last month, Bally’s agreed to an exclusive, multiyear partnership with casino management tech company OPTX. As part of the deal, Bally’s will be using OPTX’s operational functionality to enhance guest experiences across its entire portfolio of properties.

OPTX plans to leverage artificial intelligence to improve Bally’s overall business operations. The casino tech company has partnerships with over 70 operators across North America.