Massachusetts sports bettors will have to extend their wait for Bally Bet Sportsbook to launch in their state.
The operator is shuttering business across the US temporarily as it transitions to a new technology platform. As a result, it’s unlikely the sports betting app will debut in Massachusetts until late 2023, at the earliest.
Bally Bet is already late to the party, as Massachusetts online sports betting launched on March 10.
Bally Bet moving to Kambi platform
The final date that the sportsbook accepted wagers nationally was June 22. In addition, Bally Bet announced in a statement last week that customers should withdraw funds by June 30.
The app and betting site is moving to a betting platform from Kambi Group, a leading gaming technology provider.
Kambi and Bally Bet entered into a multi-year contract earlier in 2023. Under the terms of that deal, Kambi will provide a sports betting platform to Bally Bet with the goal of helping revolutionize the sportsbook’s online presence to better compete in the US marketplace.
The Massachusetts Gaming Commission granted Bally Bet an “untethered” license to operate in the commonwealth. As a result, the company is not required to partner with a Massachusetts casino or horse racing simulcast facility.
Bally Bet has been active in a number of states, including Arizona, Colorado, Iowa, Indiana, New York, and Virginia. In addition to Massachusetts, the company has been granted a license for Ohio, but has not launched there. Those two states will be brought online after the transition to Kambi, but the timing is unclear.
Bally Bet has not returned PlayMA‘s request for comment regarding a Massachusetts launch.
New app requires new download
With Kambi working under its hood when Bally Bet returns, that means customers will need to download the new app later in 2023. Existing accounts will be terminated. Any funds left in the accounts that are not downloaded will be paid via check and mailed to customers.
No funds can be transferred from existing Bally Bet accounts to a new account. New accounts on a future Bally Bet Sportsbook will need to be created by customers.
In a message on the Bally Bet website, Bally states “We are already working hard behind the scenes on the new Bally Bet. As soon as we are back, we will be in touch.”
The only state that will not be impacted is Arizona, where the existing app will continue to be operational.
Bally Bet dragging its feet in MA
Originally, Bally Bet had expected to be among the first few sports betting apps to debut in Massachusetts. After six other apps went live on launch day in March, Bally Bet hinted at a possible May launch. But the Kambi partnership has made it necessary to delay the launch even more.
When Bally Bet returns, it will be entering a top-heavy competitive market. DraftKings and FanDuel are clear market leaders in most states, including Massachusetts. Other operators like BetMGM and Caesars have also carved out a market niche.
Going live in a new state this far past launch is still worth it for most operators, because the rush of residents who want to claim the newest Massachusetts sportsbook promos will generate early customers. However, it’s difficult to maintain those customers beyond that bonus offer if you’re not a well-established brand.
