Bally Bet Now Targeting July Launch in Massachusetts

Bally Bet missed its launch target date for the Massachusetts market, but it is now expected to go live in July, potentially as early as Monday. This will add another competitor to the best sports betting sites in the state.

According to Interim Massachusetts Gaming Commission Chair Jordan Meynard, Bally Bet was supposed to launch in the Massachusetts sports betting market on June 27, but the company had one final issue to resolve before receiving final approval from the regulatory body.

Bally Bet is scheduled to attend a compliance meeting on Monday where they are anticipated to receive approval to officially join the Massachusetts sports betting apps family. This comes a year after being licensed in the state, making Bally Bet the seventh app to operate in Massachusetts.

The long road

Bally Bet initially expressed interest in joining the Massachusetts legal sports betting market in January 2023, but has now completed all necessary preparations. Although the company obtained a category 3 license and paid the required fee, it has yet to launch its services.

The delay in launching in Massachusetts was attributed to the company’s emphasis on its iGaming product and real-money online casinos, as well as its entry into the Rhode Island sports betting market. Financial concerns also played a role in the nearly 18-month delay.

The company was required to renew its agreement with the Massachusetts Gaming Commission and pay a $1 million renewal fee in January.

In March, Bruce Band, a representative of Bally’s, mentioned a Massachusetts launch in the second quarter of 2024, a deadline that the company barely missed.

Bally’s COO Brett Calapp mentioned during an MGC meeting in March that it has been a journey to reach this point.

The Massachusetts market

Bally Bet is entering the highly competitive Massachusetts market alongside top sportsbooks. Despite the challenges, two sports betting providers, WynnBET and Betr, have already exited due to the intense competition.

Since its launch, DraftKings, headquartered in Boston, has consistently held at least a 50% market share in Massachusetts. In May, DraftKings had a 52% market share, while FanDuel only had a 30% share in the state.

After that, there is a significant decline. Bally Bet will join the ranks of BetMGM Massachusetts, which held a 6.3% market share in May; ESPN BET Massachusetts with 4.6%; Caesars Underscoreg Massachusetts at 3.7%; and Fanatics Underscoreg Massachusetts with a 3.5% market share. To stay competitive, Bally Bet will have to provide attractive promotions for Massachusetts sports bettors.

Player limits once again on the table

A controversial topic between the Massachusetts Gaming Commission (MGC) and state providers appears to be resurfacing, as Massachusetts sports betting apps have recently refused to attend a meeting to discuss player limits in the state. In a previous meeting on the same issue, the major Massachusetts operators chose not to participate and skipped the meeting entirely.

During Wednesday’s meeting, the Board decided to schedule a meeting for August 1 to review the questions they will ask the operators. All operators have confirmed their attendance for the upcoming meeting.

The commission aims to investigate how the top sportsbooks in Massachusetts address the contentious issue of Player Limits. It remains uncertain if operators in Massachusetts will offer any valuable insights on the matter.