Bally’s Interactive has made another significant move in Ontario’s competitive igaming space, announcing on Monday the launch of its Bally Bet Sportsbook & Casino app. The latest platform combines sports betting and online casino gaming into one unified app, marking a strategic upgrade to the company’s offerings in Canada’s most prominent regulated gambling market.
The update builds on Bally’s existing presence in the region, having first launched its online casino in Ontario in July 2022, just months after the province became the first Canadian jurisdiction to introduce a fully legal and regulated online gambling framework.
A Unified Gaming Experience
The new Bally Bet Sportsbook & Casino app streamlines user experience by merging two previously separate apps—Bally Casino and Bally Bet Sportsbook—into one. Powered by White Hat Gaming, the updated platform now offers:
- A single app for both casino games and sports betting.
- A universal wallet, ensuring players can manage their funds seamlessly.
- Easy access for players residing in or visiting Ontario.
In a statement, Richard Harris, Chief Commercial Officer for Bally’s Interactive, highlighted how this innovation simplifies gaming for users. “We’re offering players a cohesive, user-friendly experience. One app, one account, one wallet. That’s the future of online gaming.”
Bally’s Interactive has also initiated a smooth transition process for existing users, with step-by-step guidance provided via in-app notifications, email updates, and social media messages.
Ontario’s Gaming Market: An Opportunity and a Challenge
Ontario’s igaming market is both an opportunity and a challenge for operators like Bally’s Interactive. The province stands out for its regulatory framework, which allows both sports betting and online casino operations—a rare combination in North America.
While over half of U.S. states have legalised sports betting, online casinos are permitted in just seven states. That exclusivity, Harris explained, is what makes Ontario so appealing. “Ontario is a leader in igaming regulation. Its standards ensure fairness, safety, and transparency for players, which is exactly what operators want to align with.”
Yet, competition in Ontario is fierce. The market currently boasts 50 licensed operators and 81 gaming websites, making it one of the most crowded gambling landscapes in North America. Bally’s Interactive will need to stand out among giants, which include brands with significant local and international recognition.
Leveraging UK and U.S. Success
To set itself apart, Bally’s Interactive is leaning on its global expertise. The company’s acquisition of Gamesys in 2021 brought with it substantial knowledge and successful brands from the UK and U.S. markets. Harris referenced the company’s footprint in these regions, where Bally’s has launched and operated popular platforms like Virgin Games and Jackpotjoy.
“Bally’s has a proven playbook. We’ve seen success in markets like New Jersey, Pennsylvania, and Rhode Island,” Harris said. “Our growth strategy is about adapting that proven formula to new jurisdictions like Ontario.”
Indeed, Bally’s launched its Bally Casino brand in New Jersey in 2021 before expanding to Pennsylvania and Rhode Island. This gradual scaling of operations has prepared the company to handle the challenges of large, competitive markets like Ontario.
Toronto Office: A Strategic Hub
Bally’s Interactive’s expansion in Ontario has also benefited from a physical presence in the province. The company inherited a Toronto office as part of its acquisition of Gamesys. The office now supports multiple business functions, allowing Bally’s to manage operations, development, and customer engagement locally.
For Bally’s, the launch of the new Sportsbook & Casino app isn’t just about growth—it’s about tapping into a diverse player base. The app caters to sports enthusiasts looking to place bets on live games and casino players seeking slots, table games, and other interactive experiences. Harris believes this dual approach will resonate strongly in a market as dynamic as Ontario’s.
The Road Ahead
The battle for attention in Ontario’s crowded igaming scene is far from over. For Bally’s Interactive, the focus will be on:
- Player experience: Offering seamless, user-friendly betting and gaming.
- Local connections: Leveraging their Toronto office for deeper market insights.
- Innovation: Differentiating through app features and promotions.
As competition heats up, the launch of the unified Bally Bet Sportsbook & Casino app is a bold statement of intent. Whether Bally’s can cut through the noise remains to be seen. One thing’s certain: the Ontario igaming market isn’t slowing down anytime soon.
