Despite the rebranding of Bally’s Las Vegas casino resort in 2023, Bally’s remains a strong name in the global casino industry. In addition to its land-based and online gaming presence in the USA, the company has made a push into the UK online casino market and operates six online gambling domains.
The expert casino review website CasinoAlpha ranks the brand as one of the top three online casinos in the UK market owing to its quality and reputation. To help illuminate how the Bally’s has endured and adapted to the online market, we’ve interviewed Tudor Turiceanu, the CEO of CasinoAlpha.
Bally’s: A Customer-First Approach
One of the ways that Bally’s has thrived in a changing gambling market is its ability to respond to the market. According to CasinoAlpha’s review platform, the site’s online casino has met the demands of consumers with its product offerings. “The site provides a wide variety of slot games and live dealer options, along with strong customer support that is available 24/7. It’s particularly suited for mobile users and those who prefer low minimum bets.”
It is this round-the-clock support, mobile accessibility, and low betting options that are important for modern consumers, according to Turiceanu. While the games catalog is an essential element to a quality operator, the platform must be user-friendly and facilitate remote play.
Online players should have “independence over their gambling choices,” says Turiceanu, “And full control of their time and money spent.” Bally’s has leveraged its years of experience in the land-based gaming sector to provide a trustworthy and reliable online gambling product.
Bally’s Expansion into the UK
One of the ways that Bally’s secured its market reach in the UK was through its £2 billion Gamesys merger, which SBC Americas reported in 2001. The deal saw Bally’s acquire six online casino and bingo domains, including Monopoly Casino and Virgin Games Casino. “By acquiring casinos with immediate brand recognition, Bally’s capitalized on pre-built consumer relationships to the products,” says Turiceanu.
This established a firm footing in the market before it launched the Bally’s Casino in 2023. The company has also met the strict regulatory requirements of the UK Gambling Commission. According to Turiceanu, the regulator has some of the most strict player protection standards in the world, giving it a strong reputation in the international gaming industry.
Bally’s Future Growth
A Statista report revealed that the UK online gambling market is the second-largest in the world, with revenues expected to grow 3.62% per year between 2024 and 2029. Turiceanu revealed that Bally’s is set to capitalize on this growth, with the addition of sports betting to its platform and expansion into Spain expected in the coming year.
At home, Bally’s has also made headways, with its 2024 Q1 revenues increasing year-over-year to $618 million. While much of this is from its land-based operations, its interactive online division has resulted in a 70% growth in revenues.
A Top UK Operator
As Turiceanu has shared, Bally’s has established a firm footing in the UK due to its acquisition of recognizable brands, its customer-first approach, and its adaptation to international regulations. The approach has helped to make its Bally’s-branded online casino a top-ranked site at CasinoAlpha, an impressive feat for a domain launched only in 2023.