The Bally’s Corporation, partnering with Ruby Seven Studios, just launched Bally Play, a free-to-play online social casino platform.
Customers can sign up to play at BallyPlay.com or download the Bally Play app onto their iOS or Android mobile device, gaining access to more than 150 free-to-play online casino games. They include slots and table games, to keno, bingo, and video poker.
Through Bally’s partnership with Ruby Seven Studios, an interactive social gaming company, this iGaming catalog contains online casino games developed by leading manufacturers, like IGT, Everi, Aruze, and Konami.
“As part of our growth strategy, we have been seeking to complement our physical and interactive gaming experiences with a best-in-class social casino," said Sina Miri, chief product officer at Bally’s. "Teaming up with Ruby Seven Studios has empowered us to craft a delightful and rewarding social casino experience for our current players, while also enticing new ones to join our platform.”
Bally Play is free-to-play, providing 50,000 coins to newly registered players. However, revenue is expected to be generated from this free-to-play online social casino platform, since customers can purchase gameplay tokens, acquiring two million coins for $9.99.
“Ruby Seven Studios is excited to add Bally’s Corporation to our growing portfolio of leading gaming companies leveraging our social casino development and operational expertise,” said Michael Carpenter, CEO of Ruby Seven Studios.
Bally’s bounce back
Bally’s Corporation suffered a $179.3 million loss in revenue in the first quarter of 2024. The Rhode Island-based gambling operator bounced back by generating $41.5 million in revenue reported last month, increasing revenue in all sectors of Bally’s by 3.3% year-over-year during Q1.
After relaunching in New York back in November 2023, Bally Bet Sportsbook is currently licensed and operational in eight different states, assisting in part of the 2024 revenue growth for the company.
Bally’s owns or operates 16 commercial retail casinos across nine states. Its online gaming unit, Bally’s Interactive, is licensed in New Jersey, Pennsylvania, and Rhode Island, which is where customers can go to sign up and play the various online casino games available on the Bally Play mobile app and website. Bally’s is attempting to build a $1.1 billion resort casino in Chicago, Illinois, while also targeting casino expansion in Pennsylvania, Missouri, and New York.
