Bally Bet has officially launched in Massachusetts and is part of the sports betting market

On Monday, the Massachusetts Gaming Commission approved a certificate of operations for Bally Bet during a meeting. They will now be the 7th legalized sports betting app in the state. Their launch comes roughly 16 months after most other legal sports betting apps were introduced in Massachusetts. In the Bay State, there are now seven legal sports betting apps as of July 2 including BetMGM, Bally Bet, Caesars, DraftKings, ESPN Bet, Fanatics, and FanDuel. Betr and WynnBet decided to leave Massachusetts earlier this year after posting incredibly low shares of the betting handle. Additionally, Betway decided against launching in MA. COO of Bally’s Corporation Brett Calapp had this to say.

“I think the thoroughness and collaboration from your guys’ group was of the highest and most professional level, and as an operator that’s really, really appreciated to have that type of cohesive communication during the licensing journey because it is complex and there’s a lot of moving parts to it and a lot of people involved.” – Brett Calapp

It’s been an eventful year for Bally Bet

Last fall, Bally Bet relaunched in the market using third-party providers. They threw in the towel on billions spent through sports betting investments. Additionally, shareholders are waging a battle over ownership and the direction of Bally’s online sports betting and gaming business. At one point in time, Bally’s naming rights were being used by 18 local sports channels. They wanted to offer an opportunity to “revolutionize” online gaming. However, Bally’s stands to lose those naming rights by the end of the calendar year. 

It could take time for Bally Bet to acquire a strong percentage of the market share. The state is already in its second year of legal sports betting. In the first five months of 2024, DraftKings and FanDuel combine for 80% of all online sports wagering in Massachusetts. In New York, for example, Bally Bet is seventh out of nine apps with a less than 1% share on the betting handle. By the end of the year, Bally Bet plans to launch in at least another two states.