Bally’s Corporation Acquires B2B Free-to-Play Game Company SportCaller

  • The deal will help Bally’s expand its global presence
  • SportCaller provides several core products with over 100 games
  • Bally’s will use new deals with Bet.Works and SportsCaller to launch new F2P titles.
Entrance to the Las Vegas monorail at Bally's
Bally’s Corporation recently completed an acquisition of SportCaller, a B2B F2P sports betting game company with a global reach. [Image: Shutterstock.com]

New acquisition deal

Bally’s Corporation has announced the acquisition of SportCaller, a B2B free-to-play (F2P) games provider. The US-based gambling company will use its new addition to expand its global presence. SportCaller is active in much of the world, including Asia, Australia, Europe, Latin America, North America, and the United Kingdom.

SportCaller has several core products in its portfolio that Bally’s will now be able to use. They include quiz/trivia, prediction, bespoke, pay-to-play, and turnkey app options. The deal comes after Bally’s recently partnered with the Sinclair Broadcast Group and bought both Monkey Knife Fight and Bet.Works, expanding its position in the US gaming market.

Utilizing SportCaller products

Bally’s has big plans for SportCaller. The company will use its portfolio of more than 100 games to expand on a global scale. SportCaller offers its games in 20 languages and covers 30 sports in more than 30 different countries.

With the acquisition, Bally’s looks to use SportCaller to operate F2P games, using them as a secondary option for player engagement and retention.

Bally’s president and chief executive officer George Papanier commented on the new deal, stating that the F2P products are a core component of the company’s interactive strategy to drive user acquisition to its ecosystem.

pioneering platform and deep international expertise”

“SportCaller offers unique products and I am confident that its pioneering platform and deep international expertise will significantly contribute to our growing interactive platforms,” Papanier said.

Moving forward

Bally’s will integrate the operations of SportCaller and its technology development center within its own Interactive division. The provider joins Monkey Knife Fight and Bet.Works in the division.

SportCaller will use the development resources of Bet.Works to create new products for Bally’s.

SportCaller founder and managing director Cillian Barry commented on the acquisition, stating that joining Bally’s is a milestone for the team. Barry looks forward to working with Bally’s as they work to create a F2P product to engage sports fans globally.

Pennsylvania casino project

The SportCaller acquisition deal announcement comes just a short time after Bally’s announced a partnership in Pennsylvania regarding a new casino project. In early January, the company revealed it is working with Ira Lubert, a private equity investor, to build a Category 4 licensed casino property.

Regulators approved Lubert for licensing in late 2020. He can operate a casino within 15 miles of Unionville Borough in Centre County. Bally’s has not revealed the casino’s exact location, but did state it will be located near the Nittany Mall in State College.

The casino will cost $120m to build. The cost will cover licensing, construction, and online operations. Bally’s will retain the economic interest in the casino’s retail sportsbook and online gambling services.