Bally’s

The US Casino and Resort Portfolio

The core business of Bally’s is built upon its extensive collection of brick-and-mortar assets across the United States. The corporation currently owns and operates 19 casinos across 11 states, in addition to owning a golf course in New York and a horse racetrack in Colorado. This portfolio is sizeable, encompassing approximately 17,700 slot machines, 630 table games, and 3,950 hotel rooms.

Strategic development is a continuous focus, with new properties currently under construction or proposed in major markets, including Chicago and the location of the former Tropicana Las Vegas. The planned merger with The Queen Casino & Entertainment Inc. is set to further augment this base by introducing four additional casinos, notably expanding Bally’s operational reach into the state of Iowa.

European Reach Through Interactive Dominance

Bally’s commitment to global market penetration is clearly demonstrated by its Interactive International division (formerly Gamesys Group). This segment is pivotal to its status as a leading global interactive gaming operator and is the primary vehicle for its influence in Europe.

The company holds a strong position in the UK, recognized as the world’s largest regulated online gaming market, where it boasts the coveted #1 casino-led and #1 bingo-led market share. This market leadership is supported by proprietary technology, including two in-house game studios that focus on slot content development, alongside partnerships with prominent third-party content suppliers such as IGT, NetEnt, and Evolution.

Complementing the digital presence is a physical entry point in the UK via the acquisition of Aspers Casino in Newcastle, reinforcing the strategy of seamlessly merging its retail and online operations.

Comprehensive Digital and Entertainment Ecosystem

Bally’s has developed the “Ballyverse,” a broad suite of digital products designed for comprehensive player engagement. The company operates its proprietary sports betting platform, Bally Bet Sportsbook, which holds OSB licenses in 13 North American jurisdictions. This is paired with its iGaming platform, Bally Casino, and other dedicated brands like MONOPOLY Casino.

Beyond the core casino offerings, the company is a market leader in specialized verticals, including online bingo, operating across eight ventures in three licensed territories, and provides a unique poker experience that prioritizes an accessible and friendly environment. To drive retention and acquisition, Bally’s utilizes Free-to-Play (F2P) games developed by its SportCaller studio, offering prediction and trivia contests across various platforms.

Further integrating sports and media, the company owns Bally Sports, which holds America’s most extensive regional sports media rights portfolio. This ecosystem is broadened by a significant economic stake in the global lottery management and services business, Intralot S.A. positioning Bally’s as an integrated sports, media, and entertainment conglomerate.