Bally’s Corporation’s Interactive subsidiary has announced the beta launch of its mobile sportsbook in the US state of Iowa.
The Bally Bet brand went live in Iowa through a market access deal with Elite Casino Resorts, which was agreed in November last year. It is powered by Bet.Works, the platform provider acquired in a $125m deal that closed earlier this month.
Bally Bet offers players access to betting options for all major sports, in-app parlay games and integrated social features.
Users can earn points wagering on sports that they can then redeem for gaming, dining, retail and other amenities at all of Bally’s casinos across the US via the Bally Rewards loyalty program.
In addition, Bally’s will benefit from exposure on Sinclair Broadcast Group’s local CBS and Fox television affiliates in Iowa.
“As a state that has embraced legalized sports betting since 2019, Iowa was an attractive market for Bally Bet,” Bally’s Corporation’s senior vice president of strategy and interactive, Adi Dhandhania, said.
“We look forward to integrating Bally’s into Sinclair’s broadcast and digital programming in Iowa, providing Iowa sports fans with an engaging and creative sports betting experience, and continuing our work towards solidifying Bally’s as a leading retail sportsbook brand with the third greatest reach in terms of US legalized market access.”
The launch expands Bally Bet’s presence into its second state, following last month’s launch in Colorado. Bally’s said it intends to launch the brand in two further markets in 2021, with more launches set to follow in 2022.
Bally’s shareholders are due to vote today (June 30) on a deal to acquire online operator Gamesys.
The boards of Gamesys and Bally’s announced that they had come to an agreement on a £2bn ($2.77bn/€2.32bn) deal in March of this year.