The New Jersey gambling market is vibrant not only for the many different betting stakeholders but also for similar businesses coexisting in the same space. To add to the options already available to the casino players of the Garden State is Bally Casino that recently launched an online gambling model. Those who prefer live gambling can now sample what Bally has to offer.
The new online casino by Bally will run under the same license as Bally’s Atlantic City casino to offer slots, roulette, video poker and blackjack. The announcement was made in the early days of February by the parent company of Bally, Bally’s Corporation.
To access the live gaming platform, Bally’s players have been advised to download the Bally Casino app for iOS and Android depending on phone type. A website version of the application is also available to those who prefer to play on PCs. It will no longer be necessary to walk down to Bally’s to play your favorite live table, slots or place a bet.
The software that facilitates live gambling for Bally’s customers is a creation of Gamesys, a digital gaming provider based in the UK. In October 2021, Bally’s Corporation and Gamesys entered a merger valued at $2.7 billion. The alliance was necessary because Bally’s requires the long term services of a gaming developer to implement its objective of offering online gaming.
What we cover
Bally Casino app highlights
The first thing that a new Bally Casino app user notices when they open the app is the phrase, “JUMP INTO THE THRILL!” which has been placed above the section reserved for games library. Clicking on the games database opens into an area of the app where a list of slots has been posted. Among the available slots are popular titles such as Cleopatra, Wheel of Fortune Triple Extreme Spin, Tiki I, Secret of Phoenix, and Monopoly Rising Riches among other variations of monopoly.
Even though the live dealer option for the table games has not been installed yet, players can still have fun by playing other games from the table games menu. The choice includes Baccarat, Craps, American Roulette, French Roulette and Blackjack.
The online casino industry in New Jersey continues to expand based on the fact that operators update their libraries from time to time. Some are able to achieve this because they have partnered with developers for frequent game releases while some hire in-house development teams for creation of bespoke titles. If Bally keeps up with either of these strategies, their fans can expect to see a growing library over time.
The online gambling party of NJ
Bally Casino operations will be based on the conditions of the initial casino license issued to Bally’s City Casino –this is the second skin operating under this authorization. Another NJ casino operator that has recently joined the online gambling bandwagon is PointsBet Casino. They went live in July 2021 by adding online dealer games to their digital games portfolio.
PointsBet Casino operates a sportsbook app which is a totally different entity from the online casino. The sportsbook was launched in 2019 and operates courtesy of the same license that keeps the Meadowlands Racetrack open. This license is also responsible for keeping SuperBook and FanDuel Sportsbooks functioning at required. As a regulation in the New Jersey gambling law, racetracks in the state can only form operating alliances with sportsbook operators.
According to the gambling law of New Jersey, an online casino can only get into a license sharing partnership with a casino in Atlantic City. From a business perspective these alliances offer an opportunity to the entire gambling sector to grow as a unit. In 2021 for instance, the reports reveal that the online gambling space significantly cushioned the brick and mortar businesses. The revenue generated from the industry was more than $1.33 billion.
The future of Bally in online gaming
By launching Bally Casino under the same license with Bally’s Atlantic City, the license is still open to the addition of 3 more online skins. The casino acquired its current name after it was purchased by Twin River Worldwide Holdings for $25 million in 2020. When Twin River bought the Bally’s name later on, it was rebranded to Bally’s Corporation.
In the past year and a half, Bally’s Corporation has been involved in the purchase of multiple properties with the traditional but established brick and mortar casinos. Other properties that Bally’s Corporation has expressed an interest in are involved in digital gambling and media. Even though the efforts of the corporation seem to be focused on diversifying, the Atlantic City casino holds a key position in accomplishing the overall business design.
According to the executive vice president of casino operations who also serves as chief marketing officer for Bally’s Corp, Phil Juliano, the Bally’s operation in Atlantic City is very important. Talking to PlayNJ in 2021, Juliano credits the current success that Bally’s enjoys in Atlantic City to the performance of the first ever gambling operation that was set up in the state.
Juliano accredits the steps the company has made in the interactive space to the good reputation that Bally’s Corporation built. Right now, the Bally’s casino brand is at a space where the rate of success in one avenue influences the others, a significant factor of the acquisition.
Conclusion
An industry that has at one point posted revenue amounting to more than $1 Billion is worth exploring. With adequate publicity and a vibrant brand presence, all the online casino operators can report profits in every financial cycle. The management of Bally’s Corp is optimistic that their organization will perform well and all factors are in favor of that. Bally’s is among the many companies that have decided to test the waters by diving in; the worst that can happen is to have the same old customers of Bally’s registering for an online account.
