To Top

Bally Online Casino App Launch In New Jersey Makes Brand More Competitive

Bally Casino pushes forward Bally Interactive’s products with its launch in New Jersey and sets the larger corporation up to compete.

New Jersey Has Bally's Online Casino Which Makes Things More Competitve.
Photo by Mihai_Andritoiu / Shutterstock.com
Derek Helling Avatar
3 mins read
Share Share
Copy link Share on X Share on Facebook Share on Reddit Share via Email

To be among the premier gambling companies in the United States in 2022, such companies need to offer an entire suite of products. Bally’s took another step toward that end recently with the debut of Bally Casino online in New Jersey.

The newest offering from Bally Interactive still needs some work to compare to the most robust online casino platforms in NJ but that’s really no heavy lift. The biggest question in of Bally’s competitiveness involves related segments of the industry.

Bally Casino unveiled in New Jersey

The last day of January 2022 saw Bally quietly take its casino app fully online in NJ. There were no flashy promotions or mass media marketing campaigns.

In fact, the brand’s own dedicated Twitter did not tout the launch. It did retweet a post announcing the app’s launch from the for Bally Bet, its sports betting product.

That isn’t to suggest the product isn’t something Bally Interactive should be ashamed of. It offers most of the standard fare for online casino apps in NJ. That includes a menu of slot titles, video poker, and a handful of video table games.

The big category it’s lacking at the moment is live dealer games. However, that could be shortly remedied. Competing in the Garden State without such offerings is a non-starter, so Bally Casino players should expect them soon.

The array of slot titles should continue to grow with time as well. Whether or not that will be enough to compete for a decent share of the NJ online gambling market, worth over $1.33 billion in revenue last year, remains to be seen.

Bally’s cautious approach to promotion and its connection to its physical property in Atlantic City might have just as much to do with that as to whether it offers players’ favorite slot titles.

Bally’s taking a measured approach to online gaming

At this point, it doesn’t seem like Bally Interactive will suddenly unleash a huge spend on advertising in any market. Beyond the relatively quiet debut of Bally Casino, there’s the company’s intentional delay of taking Bally Bet online in neighboring New York.

To explain that decision, Bally’s Chairman Soo Kim said he expects a,

“Wave of consolidation that will rationalize promotions” and that he thinks “people will stop competing with free money but people will start competing with product.”

In simpler , Bally thinks the cost of doing business in the online gambling space at full bore right now is not only unsustainable but bonkers. It also expects a correction to that situation sooner rather than later.

Also at issue for Bally’s in its online gambling product is a robust connection to its retail properties. Competitors like Caesars and MGM offer s accessible rewards programs that include perks they can use when visiting physical casinos.

In short, online casino players can turn their play into free dining, hotel stays, etc. Just like the live dealer games, that might not be far off for Bally’s customers. Getting Bally Casino off the ground was a step in the right direction for Bally’s future. There are still many more ahead, though.

Derek Helling Avatar
Written by

Derek Helling is a staff writer for PlayUSA. Helling focuses on breaking news, including finance, regulation, and technology in the gaming industry. Helling completed his journalism degree at the University of Iowa and resides in Chicago

View all posts by Derek Helling

Derek Helling is a staff writer for PlayUSA. Helling focuses on breaking news, including finance, regulation, and technology in the gaming industry. Helling completed his journalism degree at the University of Iowa and resides in Chicago

Sign up to our newsletter to get PlayUSA’s latest hands-on reviews, expert advice, and exclusive offers delivered straight to your inbox.
You are already subscribed to our newsletter. Want to update your preferences data?
Thank you for g up! You’re all set to receive the latest reviews, expert advice, and exclusive offers straight to your inbox. Stay tuned!
View Offers
Something went wrong. Please try again later