Adi Dhandhania
Bally’s Subsidiary to Invest $5M in Snipp Interactive
Snipp Interactive Inc., a global provider of digital marketing promotions, rebates, and loyalty solutions, announced that a subsidiary of Bally’s Corporation has signed an agreement to invest $5,000,000 in Snipp.
As part of the Investment, Bally’s will be entitled to nominate one director to Snipp’s board of directors, which is expected to be increased in size to five directors. Bally’s will also be provided with a right of first refusal in respect to any offer to purchase all or substantially all of Snipp’s assets received by Snipp from any competitor of Bally’s. Completion of the Investment is subject to the approval of the TSX Venture Exchange (TSXV) as well as the satisfaction of other customary closing conditions.
Bally’s and Snipp will also enter into commercial agreements whereby Bally’s will become Snipp’s exclusive gaming partner for Snipp’s loyalty gaming platform (Gambit), recently acquired in connection with Snipp’s February 22, 2022 acquisition of Gambit Rewards Inc.
As part of the commercial arrangements, Bally’s will also receive a three-year term license of the SnippLOYALTY software platform at arm’s length rates, intended for implementation across Bally’s physical and online properties. Work will begin on the first two deployment locations in the second quarter of 2022. In addition, Bally’s will be granted an option to license the source code for the specific version or versions of the SnippLOYALTY software platform actually implemented in any of Bally’s properties for a price of US$10,000,000.
“Bally’s is one of the most forward-thinking companies in the gaming industry and their investment illustrates the value that they see in SnippLOYALTY as well as our SnippCARE customer acquisition, retention, and engagement platform. Our acquisition of Gambit was intended as a way to better align ourselves with the Gaming world. Now, only a couple of months later, we’re entering a deep relationship with Bally’s. We welcome their presence on our board and look forward to tapping their deep expertise in this high-growth industry,” Atul Sabharwal, Founder & CEO of Snipp Interactive, said.
“Working together with Snipp furthers our strategic goals around omnichannel integration with well-established technology that can combine rewards platforms across the Bally’s brand and thereby provide our customers with a seamless user journey,” said Adi Dhandhania, Chief Operating Officer of Bally’s Interactive, North America.
As part of the deal, Snipp will also license certain free-to-play games and trademarks from Bally’s for inclusion in the Gambit Rewards platform. Gambit free-to-play tokens, now available in 48 states, are offered as a point redemption option through participating loyalty sites. Bally’s members will soon have access to Gambit’s unique free-to-play mode and Gambit members will soon be able to redeem their Gambit Prize Tokens in the form of Bally’s loyalty points at arm’s length rates.
Launched in 2019 and acquired by Snipp in 2022, Gambit Rewards is a customer network that offers a ground-breaking approach to both online gaming and loyalty programs. Gambit converts brand rewards points into risk-free online gaming and sports betting. Users can play for actual cash winnings and other prizes without risking any real money. This system offers more choices for consumers and unlocks some of the US $100B of cumulative value that is trapped in unused loyalty points.
“With 14 casinos, a racetrack, and digital sports betting properties across the country, Bally’s is the perfect partner to power Gambit’s Loyalty Gaming platform, and we look forward to revealing the newly designed and co-branded version of the platform in the near future. Our ability to deliver a proprietary gaming experience to consumers in nearly every state will help to expand Bally’s presence across the US,” Richard Pistilli, Founder & CEO of Gambit Rewards, said.
As part of the commercial arrangements, Gambit will include Bally’s branding, feature Bally’s free-to-play games, and connect Bally’s loyalty points with Gambit’s Play Tokens. Shortly after closing, the parties expect to commence on a rebranding exercise of the existing Gambit Rewards platform.
The shares of Snipp purchased by Bally’s as part of the Investment will be subject to a four month and one day hold period under Canadian securities laws and the policies of the TSXV. No finder’s fee is payable in connection with the Investment. The proceeds of the Investment will be used by Snipp for sales & marketing and general working capital purposes.
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Bally’s Corporation has announced a marketing partnership designating Bally Bet as an official sports betting partner of the 27-time World Series Champions. This marks Bally’s first sports team partnership in New York after becoming the ninth online sports betting operator in the state in July.
Under the agreement, Bally’s receives use of New York Yankees trademarks and marketing designations as an official sports betting partner (Bally Bet), an official daily fantasy sports partner (Monkey Knife Fight), an official iGaming partner (Bally Casino), and an official free-to-play gaming partner (Bally Play). Bally’s Casino Atlantic City also becomes a proud partner of the New York Yankees.
Marketing benefits for Bally’s inside Yankee Stadium include LED advertising in the following locations: the outfield wall that lines the playing field, field-facing walls on the Main Level bars in left and right field, the Terrace Level ribbon board, and LED boards throughout the Great Hall. Additionally, Bally’s receives an in-game feature on the Stadium’s high-definition centerfield video board and other brand-enhancing activations.
“This is a great partnership that will give Bally Bet and our other Bally’s Interactive brands terrific visibility in New York. The Yankees’ history as a franchise and their popularity as a global brand speaks for itself,” Adi Dhandhania, COO of Bally’s Interactive North America, said.
“We are excited to begin this partnership with Bally’s. We hope that their branding in Yankee Stadium along with their in-Stadium customer engagement will greatly strengthen Bally’s overall gaming presence in New York,” Michael J. Tusiani, New York Yankees Senior Vice President of Partnerships, said.
The deal adds to Bally’s growing sports and media footprint. Now in six states, Bally Bet Sportsbook is an Authorized Gaming Operator of Major League Baseball (MLB), the National Hockey League (NHL), the National Basketball Association (NBA), and the Women’s National Basketball Association (WNBA). In addition to the New York Yankees, Bally’s has official sports team partnerships with the NHL’s Nashville Predators, the WNBA’s Phoenix Mercury, and the NFL’s Cleveland Browns.
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Butler National Corporation, through its wholly-owned subsidiary that manages Boot Hill Casino & Resort in Dodge City, Kansas, has entered into an agreement with DraftKings and Bally’s Corporation to provide sports wagering in Kansas. When sports wagering is launched in Kansas, anyone of legal betting age within the geographical boundaries of Kansas can place bets directly from their mobile devices or computers by accessing a participating sports book or by visiting a lottery gaming facility.
Butler National is a recognized provider of professional management services in the gaming industry and leader in special mission aircraft modifications. As the Boot Hill Casino manager for the State, the new sports betting law provides that the Butler National subsidiary may, subject to regulatory approvals, contract with up to three sports wagering platform providers in addition to offering sports wagering at a retail sports book in the Boot Hill Casino facility located in Dodge City.
“We worked diligently to find partners that would bring Kansans a seamless, safe and premium sports betting experience. We are ready to work with DraftKings and Bally’s to make sports wagering available in Kansas,” Clark Stewart, CEO of Butler National Corporation, said.
On Thursday, May 12, Governor Laura Kelly signed into law a bill that authorizes sports betting in Kansas. The sports wagering law becomes effective July 1, 2022.
“We are hopeful to try to bring mobile sports betting to Kansans by football season. Kansans should be proud of the cooperative efforts by Kansas Legislators, our Governor, government agencies and private businesses, like Butler National Corporation, to bring legalized sports betting to Kansas,” Stewart said.
“With the passage of mobile sports betting legislation in Kansas, DraftKings is excited for the opportunity to enter the state pending licensure and regulatory approvals. Together with Boot Hill Casino & Resort, we look forward to engaging with Kansans and providing them with a world-class sports betting experience,” said Griffin Finan, Vice President Government Affairs, Associate General Counsel, DraftKings.
Bally Sports brings a robust, interactive suite of sports betting solutions. Kansas City fans will recognize Bally Sports as their go-to station to watch their favorite baseball teams. “Kansans’ sports betting experience will be significantly enhanced by our partnership with Bally Sports,” indicates Stewart.
“We are pleased that Kansas has now legalized sports betting, joining an increasing number of states across the nation. We look forward to working with our partners at Boot Hill Casino & Resort to bring the Bally’s online gaming experience to Kansans,” said Adi Dhandhania, Chief Operating Officer of North America for Bally’s Interactive, the division that manages the company’s online gaming products.
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The Cleveland Browns and Bally’s Interactive, a division of Bally’s Corporation, announced a long-term partnership that features various fan-focused elements and establishes the gaming leader as an official sports betting partner of the team.
Pending appropriate licensing and regulatory approvals, the collaboration will be highlighted by a branded lounge at FirstEnergy Stadium, the launch of the mobile Bally Bet Sportsbook app in Ohio, and free-to-play gaming opportunities for fans in the state.
“In addition to their incredible resources and expertise, Bally’s Interactive has the fan-first mindset that is consistent with our focus and pivotal to creating successful, fully-integrated sports betting experiences, and we look forward to supporting Bally’s efforts to provide these innovative opportunities to Browns fans and all sports fans in Ohio in the near future. As we continue to work closely with sports betting regulators in our state to ensure a responsible and timely launch, we are excited and confident that our partnership with Bally’s will ultimately offer industry-leading benefits to fans throughout Cleveland and Ohio,” said Haslam Sports Group Executive Vice President and Chief Operating Officer Dave Jenkins.
“We are excited to partner with such a historic pro football franchise to secure sports betting market access in Ohio, and bring to its fan base more ways to engage through our online gaming platforms. The Browns’ stadium and gameday atmosphere provide a great opportunity for us to showcase our Bally Bet Sportsbook app and Bally Play products in Ohio,” Adi Dhandhania, Chief Operating Officer of North America for Bally’s Interactive, said.
The Browns and Bally’s are currently identifying the location and specific fan accommodations for the Bally-themed lounge at FirstEnergy Stadium, details for which will be finalized in the coming months. In accordance with all applicable regulations, Browns fans ages 21 and up will have the ability to enjoy an exciting collective sports betting experience within the new space on gamedays while watching on-field action from across the league.
As the team’s designated sports betting operator, pending appropriate licensing and regulatory approvals, Bally’s will launch a mobile sports betting app for fans to place wagers on sporting events anywhere in the stadium and throughout Ohio. Additionally, the partnership will encompass a variety of fan engagement activations, including unique digital content and an engaging free-to-play predictor game, which will give registered users the opportunity to earn special Browns-themed non-cash promotional prizes.
More details on the partnership and fan activations will be available soon. With sports betting anticipated to be operational in Ohio by January 1, 2023, the Browns and Bally’s are preparing to have all partnership elements fully accessible to fans on the first officially permitted date.
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