Bally’s Introduces Social Casino With Ruby Seven

Article by : Erik Gibbs Jun 7, 2024

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Bally’s Corporation has launched Bally Play, a new free-to-play social casino platform.

Developed in collaboration with Ruby Seven Studios, an interactive social gaming company with headquarters in India and a US office in Reno, Bally Play offers a variety of digital slot machines, table games, keno, video poker and bingo.

The platform is accessible on the web at BallyPlay.com and through mobile apps on both iOS and Android devices.

The launch of Bally Play is a strategic move by Bally’s Corporation to enhance its growth strategy by complementing its existing brick-and-mortar and interactive gaming offerings.

According to Sina Miri, Chief Product Officer of Bally’s Corporation, this initiative is designed to attract new customers while enhancing the experience for existing players.

Bally Play launched with over 100 interactive slot titles, 50 versions of video poker, and classic table games like blackjack and roulette. The platform includes games developed by leading manufacturers such as IGT, Everi, Aruze and Konami.

Bally’s Corporation, headquartered in Rhode Island, owns and operates 16 commercial brick-and-mortar casinos in nine states. Its online gaming unit, Bally’s Interactive, holds licenses for real-money online gambling in New Jersey, Pennsylvania and Rhode Island.

However, the company has faced recent financial challenges, including a series of credit downgrades from Moody’s Investors Service and S&P Global Ratings. These downgrades reflect concerns about the company’s overleveraging as it seeks to secure $800 million in financing for a $1.1 billion integrated resort casino in downtown Chicago at the Freedom Center.

Bally’s is also pursuing new casino developments in Pennsylvania, Missouri and New York.

Despite these financial hurdles, Bally’s believes that launching a social casino will help attract new customers and enhance the overall player experience. New players on Bally Play receive an initial allotment of 50,000 coins, with additional bonuses provided as players reach new levels and unlock more game titles.

Players can earn free coins based on their overall time spent and frequency of play. If players lose all their free coins, they have the option to purchase additional gameplay tokens, with a special promotion offering two million coins for $9.99.

Bally Play not only offers entertainment but also provides Bally’s Corporation with valuable insights into player preferences and behaviors. Players using the app consent to having their data tracked, collected, and linked to their identity, which Bally’s can use to market real-money gambling opportunities to them.

This data-driven approach is expected to generate revenue despite the platform being initially free to play.

The introduction of Bally Play aligns with industry trends, as major casino operators, including Hard Rock, also run social gaming websites and apps. Hard Rock recently established a social gaming division called Hard Rock Games following its acquisition of WGames, a mobile gaming company specializing in free-to-play titles.