Bally’s Corp. added to the company’s expanding interactive division Monday by acquiring non-casino game developer SportCaller.
Privately held SportCaller provides free to play games for sports betting and media companies in North America and throughout the world. The company’s menu of games is in various categories, including prediction and quiz/trivia games.
Financial terms were not disclosed.
Rhode Island-based Bally’s, which currently operates 11 casinos in seven states, is developing an interactive division to jump into the expanding legal sports betting market. Recent deals include the $125 million acquisition of Bet.Works, a media partnership with Sinclair Broadcast Group, and the purchase of daily fantasy sports provider Monkey Knife Fight.
Bally, through SportCaller, is expected to launch a series of free-to-play games this year, which will company believes will help expand its customer acquisition model and player database as it prepares to launch a sports wagering app.
“Free to play products represent a core component of our interactive strategy to drive user acquisition to Bally’s ecosystem,” Bally CEO George Papanier said in a statement. “SportCaller offers unique products and I am confident that its pioneering platform and deep international expertise will significantly contribute to our growing interactive platforms.”
Through the Sinclair agreement, the Bally’s name will become the title for 19 regional sports networks throughout the U.S. Adding SportCaller will allow Bally’s to expand Sinclair’s media reach and grow its player database in states that currently do not permit sports betting.
Bally’s Interactive Division will include Bet.Works’ development resources, Monkey Knife Fight, and SportCaller’s technology development center.
Bally’s is in the process of acquiring casinos in Indiana, Illinois, and Nevada, and is planning to build a casino in Pennsylvania.
Shares of Bally closed Monday at $56.56 on the New York Stock Exchange, up $1.65 or 3%.
Howard Stutz is the executive editor of CDC Gaming Reports. He can be reached at hstutz@cdcgaming.com. Follow @howardstutz on Twitter.
