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Leading iGaming platform provider White Hat Gaming has successfully rolled out its market-leading PAM with Bally’s Corporation in the state of Ohio, marking the first phase of the operator’s sportsbook expansion strategy.

As part of the exclusive B2B partnership announced earlier this year, Bally’s will roll out across multiple states using White Hat Gaming’s best-in-class PAM, which is tested to the highest standards to ensure robust and scalable operations.

Included within the PAM solution are CRM marketing support, a proprietary cashier, extensive payment options, 24/7 customer support and a comprehensive range of player protection tools.

White Hat’s award-winning and innovative Traveling Wallet™ solution is also provided as part of the PAM, which is set to be utilised once further state launches are underway.

A unique feature that allows players to use their same App, account balance, bonuses and loyalty offers across multiple states, Travelling Wallet™ is proven to improve player retention and greatly enhance the user experience for any preexisting out-of-state players. 

Further state rollouts across the US are planned over the following months.

Phil Gelvan, CEO at White Hat Gaming, said: “We are thrilled to provide Bally’s with our PAM platform in Ohio, the first major launch as part of our exclusive partnership with the renowned operator group.

“Supported by our unique Traveling Wallet™ functionality, in-house cashier and responsible gaming tools, Bally’s is now primed for success in The Buckeye state. We’re completely focused on repeating our success in Ohio and ensuring Bally’s receives the same PAM technology support across multiple markets in the near future.”

Robeson Reeves, CEO at Bally’s, said: “As we continue to expand our online presence across the US, adding to our well-established retail footprint, it is a pleasure to have our PAM provided by an equally ambitious and innovative company.

“We are thrilled to be working with White Hat Gaming and look forward to accelerating our growth through its revolutionary platform which will aid us in becoming the premier, full-service, vertically integrated casinos and resorts, online sports betting, and iGaming company.”

Bally’s Corporation has entered into multi-year agreements with Kambi and White Hat Gaming to provide online sports betting and platform solutions for its Bally Bet brand.

Kambi’s fully managed sportsbook will replace Bally’s proprietary sports betting technology, while White Hat Gaming will provide its player account management platform (PAM) solution to the operator.

Bally’s CEO Robeson Reeves acknowledged on the operator’s Q4 earnings call that the Bet.Works platform it acquired was not up to standard to develop a competitive product in US online sports betting.

He revealed that Bally’s was looking to partner with a third-party supplier for sports betting and was considering leasing options to reduce costs.

Bally’s now intends to re-launch the Bally Bet platform in seven states and four retail gaming locations by the end of 2023.

Important revenue

Kambi said the partnership with Bally’s has the potential to “become a material source of revenue” for the company over the course of the contract.

The supplier reported declines in operating profit and EBITDA for Q1 2023, which raised questions among investors about the company’s long-term profitability.

Commenting on the deal, Kambi CEO Kristian Nylén said: “We are pleased to enter into this long-term partnership with Bally’s to enable the enhancement and expansion of its online and retail sports betting platform and services.

“Kambi is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally’s will deliver its customers the next generation betting entertainment they demand,” he added.

Under the terms of the partnership with Kambi, Bally’s will integrate Kambi’s suite of omni-channel products, trading capabilities and content solutions.

Cost savings

Bally’s has also maintained the option to acquire a licence to a limited part of Kambi’s online and retail technology source code, pending the satisfaction of certain material performance metrics.

Should Bally’s exercise the option and pay an agreed sum, the two parties would enter into a separate long-term outsourcing agreement in relation to Kambi’s range of modularised services.

Bally’s said Kambi’s solution will offer it significant cost savings by shifting from a fixed cost structure to a variable cost structure.

“We are very excited to have entered into long-term agreements with both Kambi and White Hat –  two of the world’s most established and trusted gaming technology companies,” said Bally’s CEO Reeves.

“Bally’s will be optimally positioned to achieve significant scale and capture substantial market share in the global gaming market,” he added.

White Hat Gaming will supply Bally’s with a PAM platform solution that includes cashier, managed services, and a traveling wallet. It will also include sports betting and casino content through direct supplier and aggregator integrations.

The partnerships with Kambi and White Hat Gaming represent the latest step in Bally’s long-term growth and development strategy.

The company recently restructured its North America Interactive business segment, including cutting 15% of its US online workforce, as part of its effort to form a more competitive and cost-efficient go-to-market strategy.

Online casino and sportsbook operator MaximBet has entered its second US state with the launch of its sportsbook in Indiana.

MaximBet said the launch would be the first to feature its “new, expansive sports betting service and user experience technology” developed in partnership with Kambi Group and White Hat Gaming after entering into multi-year agreements with the suppliers in January this year.

The brand’s partnership with Kambi sees it use the provider’s expertise in compliance, risk management and sports integrity, in addition to its betting solutions.

MaximBet said the enhanced sportsbook would offer additional features including microbetting, a wide array of betting markets, bet builder functionality and Kambi’s Teaser+ parlay product.

The brand added that the rollout – its second following an initial launch in Colorado in September 2021 – sets the pace for the brand’s expansion across several additional markets including Iowa, New Jersey, Pennsylvania and Ohio, as well as the Canadian province of Ontario.

As it goes live in Indiana, MaximBet is offering a first-time deposit bonus to customers worth up to $250, while opening daily “Super Freaky Odds Boosts” for players. 

“We’re unwavering in our commitment to bring sports fans the greatest sports betting experience in the world, and that starts with premium content and a world-class betting environment,” said Daniel Graetzer, founder and CEO of MaximBet. 

MaximBet CEO Daniel Graetzer: “We will move quickly to bring our unique value proposition to players throughout the country. To begin now just as the NFL season is revving up and with NHL, NBA and college basketball action right around the corner, we couldn’t be more excited about our future.”

“We will move quickly to bring our unique value proposition to players throughout the country. To begin now just as the NFL season is revving up and with NHL, NBA and college basketball action right around the corner, we couldn’t be more excited about our future,” he concluded.

Kristian Nylén, the co-founder and CEO of Kambi, added: “We are thrilled to go live with MaximBet as they seek to become a leading sports betting brand and deliver an engaging experience to their players.

“Their customer-first mentality makes their debut launch in Indiana an exciting opportunity for both parties as well as bettors in the midwestern state,” Nylén added.

MaximBet, owned by parent company Carousel Group and created in collaboration with lifestyle brand Maxim, gained market access in several states across the US via a 10-year partnership with Caesars Entertainment, which it signed in February 2021.

In addition, the brand recently signed a deal with rap icon Nicki Minaj, who became a global ambassador and adviser to the firm in June this year.

When announcing that partnership, the operator said: “Minaj, who categorically disrupted the male-dominated industry of rap music, is doing the same with sports betting by bringing her style and ethos to MaximBet to illustrate the lifestyle components of the brand while vastly broadening its audience, including inviting more women into the fold.”

Kambi has entered into a multi-year sportsbook partnership with Carousel Group-owned MaximBet.

MaximBet is a US-based online gambling brand which launched last September in partnership with the men’s lifestyle brand.

The deal will see the operator integrate Kambi’s sportsbook platform into its technology stack, which Kambi said will aid its strategy to accelerate growth throughout North America.

MaximBet is currently available in Colorado via its website, iOS and Android apps, with both online sports betting and iGaming. 

The brand is set to go live in at least five further states including Indiana, Iowa, New Jersey, Ohio and Pennsylvania, in addition to launching in Canada (Ontario) this year.

MaximBet recently launched MaximBet Play, it’s first free-to-play game across the US and Canada.

As the brand continues to expand across North America, it will leverage Kambi’s betting solution, including compliance provision, odds compiling, customer intelligence and risk management.

“Kambi is delighted to become the exclusive online sportsbook provider to MaximBet, a company that is committed to delivering a superior experience to its players,” said Kristian Nylén, CEO of Kambi.

“The management team at Carousel Group understand the benefits of Kambi’s scalable sports betting technology and services, as well as the flexibility to innovate on top of its own platform and leverage the strength of the Maxim brand.

“This is an important partnership for Kambi as we continue to strengthen our global network and we look forward to working closely with MaximBet to aid its expansion across the US.”

Daniel Graetzer, CEO of MaximBet, added: “When we launched MaximBet late last year, we promised our users the very best experience, both online and in the real world. Teaming up with Kambi – the world’s most prestigious sports betting technology supplier – makes this promise even more of a reality.

“This partnership will enable MaximBet to allocate more resources to its rapid expansion and real life experiences that set it apart from the traditional, by-the-book sports betting operators. If MaximBet users thought the exclusive rewards, prizes, events and experiences were incredible before, they haven’t seen anything yet.”

Kambi said the agreement is expected to have a small positive impact on its 2022 revenue, but that the partnership has the potential to become a material source of revenue over the course of the contract.

MaximBet also recently announced a new partnership with casino platform supplier White Hat Gaming for use of its online gaming platform and player account management system (PAM).