Feb 28, 2023; Dallas, Texas, USA; A view of the Bally Sports logo and NBA basketballs during warmups before the game between the Dallas Mavericks and the Indiana Pacers the American Airlines Center. Mandatory Credit: Jerome Miron-USA TODAY Sports

Ballys Corporation and Kambi announced a new multi-year partnership that will aim to redesign and expand Bally Bet throughout the country.

Ballys and Kambi announced the deal on Tuesday. Under the terms of the partnership, Kambi will support the expansion and enhancement of Ballys online and retail sportsbooks. It puts an end to Ballys attempt to create its own successful in-house sports betting product.

The partnership hopes to relaunch Bally bet in at least seven U.S. states and four retail sportsbook locations by the end of 2023.

The Kambi sportsbook will replace Ballys proprietary sports betting technology. Through an integration into the operators in-house date and marketing technology stacks, it will enable Ballys to reduce fixed costs and drive engagement in its Bally Bet brand, according to the announcement.

The two companies also agreed to provide Ballys with the option to acquire a license to a limited part of Kambis online and retail technology source code. If Ballys exercises the option and pays an agree sum, the two companies would enter into a long-term outsourcing agreement in relation to Kambis range of modularized services.

Separately, Ballys also entered into an agreement with White Hat Gaming, which will provide its player account management platform solution to the operator.

Kambi provides an award-winning sportsbook that delivers unrivalled sports betting entertainment. By incorporating that with White Hats PAM platform solution, as well as our geographic reach, customer base, and marketing prowess, Ballys will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market. This, in turn, will support our vision of becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company, said Robeson Reeves, Chief Executive Officer of Ballys Corporation, in the announcement.

Bally Bet is currently live in six U.S. states, but has yet to make much of an impact in any of the markets. Ballys was able to procure an online sports betting license in New York, but was the last of the nine operators to launch.

Bally Bet launch in July 2022 in the Empire State and has only recorded $10.9 million in total handle and $646,939 in gross gaming revenue. Compare that to Resorts World, the second smallest operator in New York, that has notched $49.2 million in handle and $2.86 million in gross gaming revenue since July 2022.

The online sports betting operator is also live in Arizona, Colorado, Indiana, Iowa, and Virginia.

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Ballys and Kambi Agree to Long Term Sportsbook Partnership - Sports Betting Dime