Bally Bet has still not announced when its sportsbook app will be available in Massachusetts.
Over the past two weeks, PlayMA reached out to a Bally Bet spokesperson three times regarding an official timeline for a Massachusetts launch, but never got a response. In most cases, that means the company has no new updates it wants to share publicly.
What is causing the delay?
While we may not know an exact official timeline, we have a pretty good understanding that Bally Bet Massachusetts won’t launch until late 2023 at the earliest.
That is because Bally Bet is going through a major re-vamp throughout the US. The platform is moving from in-house technology to a betting platform from Kambi Group, a leading gaming technology provider.
Earlier this year, Kambi and Bally Bet entered into a multi-year contract, and under the terms of that deal, Kambi will provide a sports betting platform to Bally Bet. Together, Kambi and Bally Bet are hoping to revolutionize the sportsbook’s online presence to better compete in the US marketplace.
The transformation will most likely take at least a couple of months. The final date that Bally Bet accepted wagers on its old platform was June 22.
Bally Bet missed out on MA launch day
Originally, Bally Bet expected to be among the first few sports betting apps to go live when MA online sports betting launched on March 10.
A total of six other apps went live on launch day, and now eight are available (including Fanatics’ beta product).
At the time of launch, Bally Bet hinted at a possible May launch, but the calendar has now flipped to July without any official word.
A late launch is still worthwhile for most operators because residents will want to take advantage of any new Massachusetts sports betting promos. However, after that initial flood of launch-day customers, sportsbooks that haven’t created as much of a longstanding customer base will typically fall off — sometimes dramatically.
Bally Bet partnerships
Bally Bet holds an untethered license in Massachusetts, meaning it’s not required to partner with a local casino or horse betting simulcast facility. The company has no such partnerships right now, but that doesn’t mean it can’t form any in the future for marketing purposes.
Outside of Massachusetts, Bally Bet has partnerships with sports franchises including the New York Yankees (MLB), Cleveland Browns (NFL) and Phoenix Mercury (WNBA).
It also has partnerships with retail casinos such as Bally’s Evansville in Indiana and Elite Casino Resorts in Iowa.