It's not easy. We recognise it is one of the largest and most important deals we have done. It's clear iGaming will be a larger part of the market in the future, and it is more profitable than sports betting, so it was important we invested in the right company. It brings with it thousands of people, which is great because we need the additional capacity, as well as a lot of management expertise and the technology stack.
In terms of bringing the engine from Europe to the US, the good news is that Gamesys was already live in the US. They operated in New Jersey and provided a B2B service to Tropicana and Virgin Casino. They have experience and have been in the iGaming space in the US from day one in 2013. A lot of the learnings are under the belt, and it is our time to optimise it as a B2C company and expand that further.
P68 WIRE / PULSE / INSIGHT / REPORTS
Moreover, it is a data-driven company, which speaks to what we first discussed regarding a digital-first approach. We now can take all the data and run it through the algorithm that has been optimised by Gamesys over the years and use this to predict what the best marketing dollar spend would be from a captive LTV perspective and be more efficient than our peers in the space.
In terms of bringing the engine from Europe to the US, the good news is that Gamesys was already live in the US. Tey operated in New Jersey and provided a B2B service to Tropicana and Virgin Casino. Tey have experience and have been in the iGaming space in the US from day one in 2013. A lot of the learnings are under the belt, and it is our time to optimise it as a B2C company and expand that further.
Sports betting technology - tick. iGaming, FTP, DFS - covered. What other types of complementary businesses and assets are you looking to supplement Bally's omnichannel?
We can't talk about specific assets, but I can say looking at the myriad assets we've got that the components are there. We have the funnel. We are very opportunistic and if we see opportunities to get content and data assets, we will consider them. However, the building blocks and key pieces to the puzzle are already in place.
What opportunities does the purchase of AVP (Association of Volleyball Professionals) present in terms of distribution and gamification?
It gives us unique content. We have massive distribution channels through Sinclair that exist today. We have an ability to produce new content that is controlled and can create new engagement means across multiple platforms. If you look at Bally Sports today, it is rerunning all the AVP games. We have taken a sport that used to be seen as a once every four years Olympic event and made it more mainstream. Eventually, our ability to gamify this is exciting.
Does this type of agreement showcase the Sinclair relationship at its best?
It shows our power and alignment of the company around distribution. Sinclair has some of the best distribution that exists in the live sport space. We can leverage that distribution and produce new content without interfering with live game windows. Non-live game windows are the perfect opportunity to put out this type of content as there are a lot of eyeballs
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