In a strategic move aimed at growing its customer base and enhancing its digital offerings, Bally’s Corporation initiated its free-to-play social casino platform, Bally Play, this week. Designed for both amateur and seasoned gamers, the platform is available on iOS and Android mobile devices as well as online via the Bally Play portal.
The brainchild of a collaborative effort with Ruby Seven Studios – a dynamic social gaming enterprise with headquarters in India and a U.S. branch in Reno, Bally Play hosts a slew of immersive gaming options. Players can try their hand at digital slot machines, experiential table games, keno, video poker, and bingo, all from the comfort of their home or on the go.
“Bally’s Corporation has always been driven by a vision of holistic growth, and the launch of a social casino complements our core brick-and-mortar and interactive gaming ventures perfectly,” Sina Miri, chief product officer of Bally’s Corporation, stated.
Bally Play boasts an impressive repertoire of over 100 interactive slot titles, 50 video poker versions, and a myriad of blackjack and roulette table games. Ruby Seven Studios has worked with leading manufacturers like IGT, Everi, Aruze, and Konami to ensure a comprehensive and in-depth gaming experience for users.
Positioned in Rhode Island, Bally’s Corporation has an impressive portfolio of 16 commercial brick-and-mortar casinos spread across nine states. Besides this, Bally’s Interactive, the company’s online gaming arm, has procured licenses for real-money online gambling in New Jersey, Pennsylvania, and Rhode Island. However, recent times have seen the company grappling with a string of credit downgrades, leading to worries over the company being overextended.
Furthermore, Bally’s is encountering challenges in procuring the $800 million it requires to construct its $1.1 billion integrated resort casino in downtown Chicago’s Freedom Center. Yet undeterred, they continue their expansion efforts with new casino developments planned in Pennsylvania, Missouri, and New York.
Bally’s believes that launching a social casino like Bally Play will be crucial in attracting new consumers. Working with Ruby Seven Studios has enabled us to design a cutting-edge social casino platform, providing a superior gaming experience for current players and introducing us to potential new players,” Miri said.
While initial play on Bally Play is free, Bally’s expects to draw revenue from the platform. New users receive 50K coins to start with, and as they attain new levels and spend more time playing, they earn additional coin bonuses. For those who exhaust their initial stash, additional gameplay tokens can be purchased. Currently, a special deal allows players to receive two million coins for $9.99.
As a potent marketing tool, Bally Play offers Bally’s valuable data regarding players’ preferences and habits, substantially supporting its marketing campaigns. Users are informed that their data, linked to their identities, may be used to tailor marketing initiatives by Bally’s.
Numerous other major casino operators run social gaming websites and apps. Hard Rock has also recently unveiled a social gaming division, Hard Rock Games, after acquiring WGames, a company specializing in free-to-play titles.