New Jersey residents can now access Bally casino and sportsbook services from their smartphones, thanks to its newly launched integrated iGaming application. The software is compatible with iOS and Android devices and will replace the company's former standalone casino app. However, the process will be gradual to make the transition natural for players.
The CEO of North America Interactive for Bally, Brett Calapp, confirmed the app launch in a press release.
"We are excited to launch the new Bally Bet Sportsbook & Casino app, a key milestone for Bally's. This unified platform combines our existing apps' features and functionality, offering New Jersey players a seamless sports and casino betting experience. Enhancing the player experience remains a crucial focus in personalizing the fun while playing Bally Bet."
While Bally's new software may be news for NJ residents, the company has had a presence in the Garden State for some time, but only offered casino services. Integrating sports betting and its casino services is a welcome improvement and part of its campaign to digitize its offerings across the US. Ten states now have the app, including Maryland, Tennessee, and Massachusetts.
The new sportsbook and casino software, powered by White Hat Gaming, is a tad more user-friendly than the existing casino app. Its main benefits include a two-in-one gambling service solution, a one-for-all player account, and a universal transaction wallet.
Bally has confirmed that it will notify members still using the previous application and provide clear instructions on transitioning to the new one. Additionally, it will communicate updates through emails and social media to ensure all customers and the public are informed.
While Bally Casino has been available in NJ since February 2022, its sportsbook offering is a recent addition. The motivation behind this decision is clear - Bally wants a bigger cut of NJ's gaming market share.
Of course, there is the risk that entering the market will further saturate an already stuffed space. However, Bally believes its sportsbook offering is innovative enough to hold its weight against fierce competition. Company executives also hope that the newly launched app will help their cause.
Ultimately, Bally isn't exactly taking a high-stakes risk with its new sportsbook and casino app launch. The integration was bound to happen, and there is barely any better timing than now. NJ gambling platforms have been smashing records recently, with an exceptional September report. Casino operators gained an average 27.1% year-over-year increase, while sports betting platforms enjoyed a 7.6% boost, attracting $119.6 million in revenue.