Pulse
THE PLAYER FUNNEL BALLY INTERACTIVE
Bally's: diving into the player funnel
Adi Dhandhania, Chief Operating Officer – North America at Bally Interactive, explains how the
formation of Bally Interactive division is guided by the player funnel - a concept that 'graduates' players from the moment they are digitally
acquired into free-to-play, daily fantasy sports, sports betting, Bally Bet and, following the acquisition of Gamesys, iGaming.
Adi Dhandhania, Chief Operating Officer – North America, Bally Interactive
What is a digital-first approach in 2021?
A digital-first approach is about ensuring that we, as a company, think about everything from a digital perspective. As you know, Twin River, which is now Bally's Corporation, began as a physical casino company. Te recent acquisition of Gamesys, and appointment of Gamesys CEO Lee Fenton as CEO for Bally’s Corp, demonstrates how important the digital side of the business is today. Tis also shows we are shifting the culture of the company from being a physical operator to an omnichannel operator in a digital-first way. Nonetheless, we should not forget the importance of the physical business as we transform into a digital-first organisation.
The Bally Interactive division began life with the acquisition of
Bet.Works. What made
Bet.Works the ideal sports betting software and services provider to build such an expensively assembled division around?
Every company must go through build versus
buy decisions. When we reviewed the landscape and the speed at which the US sports betting market was moving, it made a lot of sense to buy rather than build. Te US is a force-led market, which is no surprise to anyone, so it was important we start with an anchor asset that was a sports betting technology company. We also established that it was crucial we own all the technology to have the ability to react to customer needs and come up with a differentiated offer.
Bet.Works offered us a fully developed technology stack and sportsbook engine.
Since then,
Bet.Works has been joined under the Bally Interactive umbrella by SportCaller, Monkey Knife Fight and Telescope. Talk us through the strategy, individually and collectively, behind these three additions.
If you look at the assets we've amassed so far, SportCaller and Monkey Knife Fight are top of funnel assets for us. SportCaller's free-to-play bonus engine helps us build a database, leverage our distribution with Sinclair and get folks within our funnel. Daily Fantasy is live in over 40 states in the US, so the Monkey Knife Fight product gives us real money data on customers whom you can eventually graduate onto a sports betting product such as Bally Bet. Tis forms part of a well-defined strategy of the player funnel - starting with free-to-play, moving to DFS, and finally, Bally Bet.
Other assets we've acquired such as Telescope, AVP, and Live at the Bike! are content-driven initiatives. Any media market for the most part is a linear, one-way stream and we have distribution through Sinclair, but there is no two-way interactivity. We believe sports is a
NEWSWIRE / INTERACTIVE / MARKET DATA P65
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