SBC News Voice of the Sports Betting Industry
US gambling operator Bally’s Corporation has acquired B2B free-to-play (F2P) games provider SportCaller in a bid to expand its international presence.
Bally’s is hopeful that the acquisition of SportCaller will assist with international expansion plans, having strengthened its position in the US market via its takeovers of Bet.Works and Monkey Knife Fight as well as its partnership with Sinclair Broadcast Group.
The Las Vegas-based company intends to utilise SportCaller’s portfolio of over 100 games in 20 languages and covering 30 sports across 37 countries to expand its own geographic presence across international borders.
SportCaller is also expected to enable the US operator to launch its own range of F2P games this year, in cooperation with Bet.Works’ proprietary technology stack.
In addition, it is hoped that the acquisition will allow Bally’s to leverage Sinclair’s mobile reach to expand its player database in states where sports betting remains prohibited, as well as generate marketing opportunities for the operator’s mobile app.
In states where sports betting has been legalised, SportCaller will allow Bally’s to utilise F2P games as an additional player engagement and retention tool.
“I am delighted to welcome SportCaller to Bally’s Interactive alongside Bet.Works and Monkey Knife Fight,” said George Papanier, Bally’s President and Chief Executive Officer.
“F2P products represent a core component of our interactive strategy to drive user acquisition to Bally’s ecosystem.
“SportCaller offers unique products and I am confident that its pioneering platform and deep international expertise will significantly contribute to our growing interactive platforms.”
SportCaller’s deep technology and product driven operations as well as its technology development centre will be integrated into Bally’s Interactive decision, joining Bet.Works and Monkey Knife Fight, supported with more than 40 dedicated resources.
The firm – which operates products focused on prediction, quiz/trivia, pay-to-play, bespoke and turn-key app games – will augment Bet.Works development resources and support accelerated innovation and development of new products.
“Joining Bally’s is a milestone moment for the SportCaller team,” added Cillian Barry, Founder and MD at SportCaller. “I look forward to working with Bally’s talented team as we continue to create an innovative F2P product that engages sports fans on a global scale.”
