Bally’s Corporation has launched its new Bally Bet Sportsbook & Casino app in Ontario, integrating mobile sports betting and casino functionalities in one place for users.

The updated app combines the existing Bally Casino and Bally Bet Sportsbook apps into an all-in-one platform. Players in Ontario will be able to place bets and play online casino games using a single app, account and wallet.

Bally Bet Sportsbook is powered by Kambi and White Hat Gaming after the company migrated its technology stack from its proprietary PAM to White Hat’s PAM in North America.

“We are thrilled to introduce the new Bally Bet Sportsbook & Casino app, marking a significant milestone for Bally’s,” said CEO Robeson Reeves. “This integrated platform merges the features of our previous apps, providing players in Ontario with a seamless experience for both sports and casino betting.

“Our commitment to enhancing the player experience remains at the forefront as we strive to personalize the enjoyment of playing Bally Bet.”

Bally’s launched online casino in Ontario in July 2022, three months after the province opened its regulated online gambling market. However, until now, Bally’s Sportsbook has not been available in the province.

Now, Bally’s Casino players will receive a series of in-app, email and social media messages to guide them through the migration process to the new app.

Bally Bet had teased Ontario sportsbook launch in summer

Since acquiring Gamesys in late 2021, Bally has an office in Toronto, sharpening its focus on Ontario. It previously offered sports betting for few months on a different platform that was removed at the end of June 2023.

The company has long intended to add permanent sports betting to its offering in the province, and Reeves told investors on the company’s Q2 2024 earnings call on July 31 that he expected Bally Bet sportsbook to go live in Ontario in the near future.

“We’ve got a few other sports launches coming through the course of the year,” Reeves said at the time.  “… I’ll call that the simpler ones, which are Illinois and Tennessee… In both Ontario and New Jersey, we’ll introduce OSB, which will help us from an acquisition perspective to help gain extra revenue.”

It most recently launched sportsbook in Tennessee in October, its 11th state, after adding Massachusetts and Maryland over the summer. Bally Bet sportsbook is also live in Arizona, Colorado, Indiana, Iowa, New Jersey, New York, Ohio and Virginia. In terms of American market share, it is not a major player, holding less than 2%.

Reeves on that July call that Bally’s expects to launch sports betting in an additional four states in the second half of the year. Tennessee and Ontario make two new jurisdictions since he made those comments.

Multi-billion-dollar Standard-General takeover close

Bally’s is in the process of being taken over by Standard General-owned Queen Casino & Entertainment in a merger deal worth a total of $4.6 billion USD (approximately $6.5 billion CAD).

That deal was approved by shareholders last month and is expected to close in the first half of 2025.