A Pair of Legal US Sportsbooks Expand Into New Markets

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The majority of the expansion in the legal US sports betting industry is driven by mobile sportsbook apps launched in states that allow online play. However, there is also a growing number of sportsbooks launching retail books as part of their ongoing expansion plans.

Bally’s Corp. Launches Bally Bet in Iowa

Formally known as Twin River Worldwide Holdings, the Rhode Island-based gaming company rebranded itself as Bally’s Corp last year. Part of that plan included the purchase of Bally’s Atlantic City.

Another big part of the company’s expansion plans was the launch of its interactive division for online sports betting and iGaming. The end result of that initiative was the launch of Bally Bet as the company’s mobile sportsbook app.

To help promote the company’s sports betting efforts, Bally’s Corp entered into a strategic alliance with Sinclair Broadcast Group over naming rights to a regional chain of sports networks. The new Bally’s Sports Network covers multiple markets all across the nation.

In the state of Iowa, Bally’s Corp joined forces with Elite Casino Resorts with plans to launch Bally Bet. Following a recent “beta launch” for both iOS and Android download, this will be the first state for Bally Bet where the company also has the Bally Sports Network.

Adi Dnandhania is Bally’s Senior Vice President for Strategy and Interactive. In a recent press release, he made the following comments:

“We look forward to integrating Bally’s into Sinclair’s broadcast and digital programming in Iowa, providing Iowa sports fans with an engaging and creative sports betting experience and continuing our work towards solidifying Bally’s as a leading retail sportsbook brand with the third greatest reach in terms of US legalized market access.”

Bally Bet was launched in Colorado in May as the company’s initial online sports betting market.

SuperBook Enters Colorado’s Retail Sport Betting Market

SuperBook has already made a name for itself in the legal US sports betting industry as a major player in the state of Nevada. It has grown to become one of the most popular books in Las Vegas.

While most of the company’s experience is in the retail segment of the industry, SuperBook did launch its mobile sportsbook app in Colorado last year. In its first retail expansion outside of Nevada, SuperBook has opened a land-based venue at The Lodge Casino in Black Hawk.

Operating the Westgate Sportsbook in Las Vegas, the company decided to incorporate many of that book’s unique features into its new facility at The Lodge.

The new sportsbook covers more than 7,000 square feet of space. It offers 28 different viewing screens for sporting events. Bets can be placed at a centralized counter as well as kiosks located throughout the facility. Other online sportsooks include the likes of Betcha and MaximBet.

As an added convenience, sports fans can place bets from their lounge seats through the SuperBook betting app.

SuperBook Sports executive vice president Jay Kornagay is a Colorado native. He viewed The Lodge as the perfect venue for expansion. The company also has plans to partner with Meadowlands Racetrack in New Jersey to launch its mobile betting app.

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