Massachusetts is welcoming a new sports betting operator with open arms.
Bally Bet has officially launched online sports betting operations in the Bay State after being issued a sports wagering operation certificate by the Massachusetts Gaming Commission (MGC) earlier this week. Bally Bet completed a review of its house rules, technology and third-party integration systems to gain approval for a wagering license.
The MGC also evaluated Bally Bet’s geolocation capacity and banking structure to ensure best practices including the banned use of credit cards to fund Bally Bet player accounts.
Massachusetts awarded Bally Bet a Category 3 license, requiring the operator to pay a non-refundable $200,000 application fee and complete an initial scope of licensing survey.
Bally Bet is also live in Arizona, Colorado, Indiana, Iowa, New York, Ohio and Virginia.
Bally Bet makes improvements
Bally Bet underwent an overhaul of its proprietary technology platform in 2023 after securing deals with Kambi and White Hat Gaming. The overhaul saw Bally Bet cease operations of its online wagering app for two months to complete the transition to Kambi’s technology platform and White Hat’s player account management system (PAM).
Bally Bet is entering a new market after its parent company joined the Responsible Online Gaming Association (ROGA) last month. Bally’s Corporation became the eighth founding member of the association joining BetMGM, DraftKings, FanDuel, and others.
ROGA promotes responsible gaming by funding independent peer-reviewed research, providing educational tools, and developing evidence-based RG best practices.
Favorable market for Bally Bet
The sportsbook is solidifying a footprint in a Massachusetts gaming market that reported a $587.2 million total sports betting handle in May 2024, up from $454.9 million for the same month last year. Bally Bet joins six other licensed online sportsbooks in the Bay State. Collectively, the operators generated $57 million in taxable gaming revenue in May behind a 10.1% hold. The state collected $11.3 million in taxes from wagering during the month.
The MGC requires its licensed online operators to be taxed at a 20% rate on gross revenue.
