Exclusive interview with Bally’s SVP, Strategy and Interactive Adi Dhandhania

Bally's: "Mobile technology is playing an increasingly significant role in sports betting"

"An attractive element of the Iowa market is that it offered us the ability to showcase Bally Bet on Sinclair-owned broadcast TV stations," Bally’s SVP, Strategy and Interactive Adi Dhandhania tells Yogonet.
Reading time 2:53 min
The Bally's SVP explains why the operator, which now has market access in 15 US states, saw its first beta launches in Colorado and Iowa as it continues to focus on deployment, testing and refinement of the Bally Bet app. Dhandhania says the recently approved combination with Gamesys is a "transformational step" to become an integrated, omni-channel gaming company.

Bally Bet has recently gone live in Colorado and Iowa. Could you share some details regarding initial performance and feedback there? Which role is mobile technology playing, when compared to desktop devices? Why have these particular states become the first two markets for Bally Bet?

We’re very excited about the recent beta launches of our mobile sports betting platform in Iowa and Colorado. We believe that mobile technology is playing an increasingly significant role in sports betting, providing players with the opportunity to interact with their favorite sports through the convenience of a mobile app. 

Colorado and Iowa were markets where Bet.Works was already licensed as a B2B provider, which made it easier for us to launch Bally Bet. In Colorado, we also have three casino properties that allowed us to test the integration of our digital play with our land-based rewards and loyalty program. An attractive element of the Iowa market is that it offered us the ability to showcase Bally Bet on Sinclair-owned broadcast TV stations.

Bally's announced plans to launch in two additional markets in 2021. Can we expect any further innovations or strategies there, based on your current experience in Colorado and Iowa? What have you learned so far from the customer journey there?

We intentionally conducted beta launches in Colorado and Iowa so that we would continue to focus on deployment, testing, and refinement of the Bally Bet app. Our engagement with our customers so far is helping us to optimize and innovate our Bally Bet app.

Bally’s has signed the first gaming access deal with a professional women's sports team, WNBA's Phoenix Mercury, and obtained market access to its 15th state in Arizona. Why have you decided to bet on this kind of partnership now, and what do you expect this will mean for your business?

Arizona is an important sports betting market for Bally’s and marks the 15th state in which we now have market access. Moreover, the Suns, Diamondbacks and Coyotes play on Bally Sports Arizona, thereby offering the Bally’s brand significant reach and presence throughout the state. 

We were pleased to enter the state of Arizona through our groundbreaking deal with the Phoenix Mercury. This complimentary partnership allows us to both support the advancement of women’s sports in a meaningful way and execute on our business objectives by entering into another attractive sports betting market. We have an excellent partner in the Phoenix Mercury that continues to pave the way for greater diversity, equity and inclusion in women’s sports, and we look forward to working with them to create increased awareness of the value that women’s professional sports teams and players bring to the table. 

Which practical changes and effects have you seen since Bally's acquired Bet.Works and created an Interactive division separate from Bally’s Corporation? 

The development of the Bally’s Interactive division presented an opportunity to showcase the comprehensive suite of sports betting assets that Bally’s maintains. Bally’s Interactive is currently comprised of Bet.Works, our first-in-class B2B2C sports betting platform, which powers Bally Bet; Monkey Knife Fight, the fastest growing daily fantasy sports site in North America; and SportCaller, a leading global B2B free-to-play game provider. Through Bally’s Interactive, we provide an unmatched ecosystem of products across free to play and real money games. 

Bally's and Gamesys shareholders have recently approved a business combination. What are your goals and expectations for this deal?

We believe that this combination will mark a transformational step in our journey to become a leading integrated, omni-channel gaming company. We think that Gamesys’ proven technology platform alongside its highly respected and experienced management team, combined with the U.S. market access that Bally’s provides, should allow the combined group to capitalize on the significant growth opportunities in the U.S. sports betting and iGaming market. We are truly excited about the opportunities that this combination would offer as well as the enhanced and comprehensive experience and product offering that it would enable us to provide our customers.

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