Bally's acquires SportCaller free-play game provider

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This Oct. 1, 2020, photo shows the exterior of Bally's casino in Atlantic City, N.J. On Nov. 4, 2020, officials with Twin River Worldwide Holdings, a Rhode Island firm that's buying Bally's for $25 million, said they can make it "a place to see and be seen" by investing $90 million into the aging casino and boosting its offerings. (AP Photo/Wayne Parry)

ATLANTIC CITY, N.J. – Bally's Corp.'s shopping spree shows no signs of slowing down as the Rhode Island-based gambling company snapped up yet another company Monday to enlarge its fast-expanding brand.

Bally's said it acquired SportCaller, a leading provider of free-to-play games as it continues to add companies to its mix of gambling, sports betting, media and technology firms.

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Terms of the deal were not revealed.

SportCaller is but the latest acquisition for Bally's, which recently added Bet.Works and Monkey Knife Fight, and a media partnership with Sinclair Broadcast Group.

Using Bet.Works’ technology, SportCaller is expected to enable Bally’s to launch its own group of free-to-play games this year.

These free products “represent a core component of our interactive strategy to drive user acquisition to Bally’s ecosystem,” said George Papanier, Bally’s president and CEO. "SportCaller offers unique products and I am confident that its pioneering platform and deep international expertise will significantly contribute to our growing interactive platforms.”

SportCaller's platform allows fans to connect and compete across a variety of sports. It has clients in the U.K., Europe, Asia, Australia, Africa and North America.

Bally’s currently owns 11 casinos in seven states, a horse racetrack and 13 off-track betting licenses in Colorado. Following the completion of pending acquisitions and the construction of a land-based casino near the Nittany Mall in State College, Pennsylvania, Bally’s will own 15 casinos across 11 states.

It recently completed its purchase of Bally's casino in Atlantic City.

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