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Bally’s takes over SportCaller in international expansion
Bally’s Corporation, the well-known US gambling operator, has officially taken over the B2B free-to-play (F2P) games provider SportCaller in an attempt to extend its global footprint. The provider specializes in the production of B2B F2P games for sports betting and gambling operators and is currently active in North America, Latin America, Asia, Australia, Europe and the UK. It also obtained the Acquisition and Retention Partner Award from both SBC and EGR B2B in 2020.
Bally’s goal is that the takeover of SportCaller will further help with its international expansion strategy, after it cemented its position within the US market thanks to its acquisition of Bet.Works and Monkey Knife Fight and even its deal with Sinclair Broadcast Group.
The company, which is based in Las Vegas, plans on using SportCaller’s suite of more than 100 games in 20 different languages that cover 30 sports over the span of 37 countries to widen its own geographic presence across the globe. SportCaller is also supposed to enable the operator to release its very own range of F2P games this year, working closely with Bet.Works’ proprietary technology stack.
Aside from that, it is hoped that this takeover will give Bally’s the chance to influence Sinclair’s mobile reach in order to extend its player database in states where sports betting is still illegal, as well as bring about marketing opportunities for the operator’s mobile app.
SportCaller will allow Bally’s to use F2P games as an extra player engagement and retention tool in all the states in which sports betting has been legalised.
Bally’s President and Chief Executive Officer George Papanier said:
I am delighted to welcome SportCaller to Bally’s Interactive alongside Bet.Works and Monkey Knife Fight. 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 cutting-edge technology and its technology development centre will both be merged into Bally’s Interactive division, joining the likes of Bet.Works and Monkey Knife Fight. The firm operates products that focus on prediction, quiz/trivia, pay-to-play, bespoke and turn-key app games, and will be upgrading Bet.Works’ development resources and will be backing additional innovation as well as the creation of new products.
Cillian Barry, Founder and MD at SportCaller, also commented and said:
“Joining Bally’s is a milestone moment for the SportCaller team. 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.”
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