Bally’s Atlantic City Makes Change, Brings In Bally Bet For Retail Sportsbook Space

Written By David Danzis on August 24, 2023
bally bet sportsbook logo over sports betting odds board

If there were any questions about how quickly Bally Bet would enter the New Jersey sports betting market, we now have an answer.

Bally Bet Sportsbook opened inside Bally’s Atlantic City on Wednesday, the casino confirmed with PlayNJ. The company’s first East Coast retail Bally Bet Sportsbook is taking over the space formally occupied by FanDuel Sportsbook.

Bally Bet makes its NJ sports betting retail debut

The specs of the Bally Bet Sportsbook are similar to its former iteration. A 25-foot-wide LED wall is flanked by two 10-foot-wide LED walls on either side. The Bally’s Atlantic City book features nearly three dozen plush theater seats, 10 video displays, three betting windows and eight kiosks, according to a company spokesperson.

The Boardwalk casino was the ninth and final Atlantic City casino to open a permanent land-based sportsbook when the FanDuel facility cut the ribbon just before March Madness in 2021.

A few weeks ago, Bally’s and FanDuel began the process of removing sports betting kiosks from outside the sportsbook. Within the last several days, the FanDuel Sportsbook closed at Bally’s AC.

FanDuel, which is currently the largest legal sports gambling operator in the US and in NJ, will no longer have a physical presence in the country’s second-largest gambling market. FanDuel does have a branded shop at the Meadowlands Racetrack and uses the track’s sports wagering license to operate an online sportsbook in NJ.

Preparing for Bally Bet NJ online sportsbook complement

The new Bally Bet Sportsbook will eventually accompany an online NJ sports betting app of the same name. Bally’s Rewards members will soon be able to use their loyalty cards and earn points with all segments of Bally’s Corporation’s physical and digital platforms.

Earlier this year, Bally’s Corp. temporarily shut down the Bally Bet online sportsbook in the six states it was currently operating in order to transition to a new technology provider, Kambi Group. The shift to Kambi’s sports betting platform is expected to take a “few months,” according to the company.

Bally Bet Sportsbook inside Bally’s Atlantic City will be a Kambi-operated book, but no timeline has been provided for that changeover.

There are two Bally Bet Sportsbooks already operating at casino properties in Shreveport, Louisiana, and Biloxi, Mississippi.

Photo by PlayNJ
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David Danzis

David Danzis is the lead writer for PlayNJ. He is a New Jersey native and honors graduate of Rutgers University. As a newspaper reporter for the New Jersey Herald and Press of Atlantic City, David earned statewide awards for his coverage of politics, government, education, sports, and business. Today, he is PlayNJ’s Atlantic City “insider” and gaming industry expert on casinos, sports betting, and online gambling. David lives in Atlantic County, NJ with his wife and two children.

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