Providence-based Bally’s Corporation recently launched a mobile casino that takes tokens, not cash, and can be played on an iOS or Android device.
Let’s take a closer at this new platform and how it may impact top-rated sportsbooks.
No Pay on BallyPlay
Bally’s recently announced the launch of its social casino through a partnership with Ruby Seven Studios. It is a free-to-play gaming experience in which tokens are used on virtual slot machines, keno, bingo, video poker, and table games. Through Ruby Seven Studios’ extensive iGaming catalog, users can choose from over 150 games, many requiring “level-ups” to unlock them.
Sina Miri, chief product officer at Bally’s, said, “As part of our growth strategy, we have been seeking to complement our physical and interactive gaming experiences with a best-in-class social casino. Teaming up with Ruby Seven Studios has empowered us to craft a delightful and rewarding social casino experience for our current players, while also enticing new ones to join our platform.”
Link, Like and Load Up
New users will get 50,000 free tokens when they sign up to use in whatever manner they please. There are also incentives for linking your BallyPlay account to Facebook, which would trigger another 500,000 free tokens. The company is expected to generate revenue through this platform by charging a fee for tokens once a player runs out.
For instance, 2 million tokens can be purchased through the platform for $9.99 and various specials can be found throughout the week. Throughout Ruby Seven Studio’s catalog, users can find leading innovators and developers of casino games like IGT, Everi, Aruze, BluBeri, Gaming Arts, and Konami.
“Ruby Seven Studios is excited to add Bally’s Corporation to our growing portfolio of leading gaming companies leveraging our social casino development and operational expertise,” said Michael Carpenter, CEO of Ruby Seven Studios.
Some of the titles that can be found are Wheel of Fortune, Double DaVinci Diamonds, Wolf Run Eclipse, Flaming Chilies, Sweet Spin, Devil’s Lock, and Rakin’ Bacon.
Bally’s Balance Sheet Improving
BallyPlay is not only a social casino built to generate money through token purchases. It is also used to acquire customer information and attract them to any one of Bally’s 15 casinos over 10 states or its mobile sports betting platforms available in Arizona, Colorado, Iowa, Indiana, New York, and Virginia. In addition, the Bally Casino is an iGaming app that has launched in New Jersey, Pennsylvania, and Rhode Island.
Although Bally’s sustained a $179.3 million revenue loss in Q1, it rebounded nicely last month with revenues totaling $41.5 million and the company is up 3.3% year-over-year over all sectors. However, it was the company’s North American sports betting and iGaming division that soared to a 70.2% year-over-year increase.
Casino Giants
Bally’s Chief Executive Officer, Robeson Reeves, said, “Bally’s is off to a solid start in 2024, driven by revenue growth in our Casinos & Resorts and North America Interactive segments.”
“Importantly, our iGaming operations in New Jersey and Pennsylvania continue to gain market share,” Reeves added. “We also successfully launched iGaming in Rhode Island in early March. iGaming revenues in Rhode Island have ramped nicely through April in accordance with expectations, and we believe this momentum will continue to build through the balance of 2024.”
Bally’s land-based casino operations are at the heart of the company and it has plans to build a $1.1 billion casino in downtown Chicago while eyeing expansion in New York, Pennsylvania, and Missouri among many other ventures slated for this year and beyond.
