Bally's Fresh iCasino Games, UK Expansion, and Newcastle Casino
Expansion of Bally's iCasino Offerings Preceding April's Newcastle Casino Debut in the UK
Bally's Corporation, the Rhode Island-based gaming giant, is bringing a brand-new lineup of iCasino games to its UK portfolio. This move comes ahead of launching its first retail casino in the UK, set to open in April in Newcastle's The Gate entertainment district. Let's dive into the details.
Jelly Entertainment and Bally's Casino Join Forces
On Monday, UK-based gaming supplier Jelly Entertainment announced a licensing deal with Bally's Casino to supply online slots to the US gaming giant's UK casino platform, operated by Bally's subsidiary Gamesys. Set to launch on Bally's UK roster, the Jelly titles include Witches Go Wild, CleoPatrick, and Midas Riches, with upcoming releases like The Night Train TwinWays and Rookie Racer. Craig Staples, Bally's Interactive VP Product, expressed excitement, stating that the partnership brings leading games to the Bally's roster, "giving our players even more exciting options that are already crowd-pleasers in the UK."
Introducing the American Gaming Experience in the UK
Bally's UK incursion into land-based casinos is seen as an opportunity to bring the firm's "unique casino experience" to the UK's bricks-and-mortar gaming scene, providing a physical dimension to Bally's ongoing drive to introduce UK players to the American gaming experience. Bally's Gamesys-operated online casino site boasts giving players the sensation of being "smack-dab in the heart of Vegas, on your phone."
Moving beyond Turbulent Times
Bally's has managed to stabilize itself after its 2023 financial troubles by adopting multiple strategic moves such as the sale of its Kansas City and Shreveport casinos and exiting Bally's Interactive from Asia and other international markets. The company's goal is to focus its efforts on North America and Europe.
Setting the Stage for a New Era
David Newstead, Jelly's Chief Business Development Officer, refers to Monday's deal as "another huge step forward for us" that significantly raises Jelly’s profile among players in the UK. Staples, in turn, praises Jelly for its swift impact on the UK market via its hit slots and uncomplicated partnerships.
Sources:1. Employees get severance as casinos go dark. (2020, May 21). The Wichita Eagle. Retrieved from https://www.kansas.com/news/business/article242840436.html2. Bally's pays $395 million for Aspers casinos in Newcastle, Nottingham. (2021, Dec 23). The Guardian. Retrieved from https://www.theguardian.com/business/2021/dec/23/ballys-pays-395-million-for-aspers-casinos-in-newcastle-nottingham3. Bally's Corporation exits Asian markets. (2020, Aug 24). GGRAsia. Retrieved from https://www.ggrasia.com/e-gaming/cambodia/gaming-som-entertainment-bankruptcy-raises-questions-about-integrity-of-cambodias-online-gambling-market4. Bally's announce $4bn investment in Australian casinos. (2022, Jan 12). Business In Focus. Retrieved from https://businessinfocus.com/ballys-announce-4bn-investment-in-australian-casinos-2/
Technology plays a significant role in Bally's expansion strategies, as the company integrates cutting-edge iCasino games into its UK portfolio, and partners with Jelly Entertainment to boost its online gaming offerings.
The partnership with Jelly Entertainment brings popular UK slot games to Bally's casino platform, enhancing the digital gaming experience and showcasing Bally's commitment to bringing technology-driven entertainment to its user base.
