on it. Telescope will be the product we place on top of our content and then create two-way interactivity that doesn't currently exist today.


The acquisition followed hot on the heels of Bally's signing the first ever gaming access deal with a professional women's sports team, WNBA's Phoenix Mercury. What was the thinking behind the agreement?


We as a company believe in promoting Women’s sports. As responsible corporate citizens, it brings to us a unique and different fanbase.


We have made a commitment to the Phoenix Mercury and AVP to bring female athletes to the forefront. Female sports are on the rise and new sports streams such as soccer, which is not yet mainstream in the US, will see women dominate. We are very optimistic it is the right way forward.


Bally's has acquired several land-based casinos with a view toward integrating many elements of its physical customer management technology with an online experience. How is this going to be achieved in practice? What are the challenges and friction points with such an undertaking?


It is a massive undertaking looking at the portfolio of casinos we have. None of them has the same branding. We recently announced that we are moving towards a casino card solution


and loyalty programme that triangulates across all our properties that are being rebranded under the Bally umbrella. Tese initiatives are being taken to give a consistent look and feel to the customer experience. A lot of the integration is driven by technology and making sure we can reward and engage with customers through digital means.


When will these casinos be homogenised into a unified brand and players club?


Tere is a lot to do with a whole supply chain and logistics to be mindful of, especially in current times with COVID. We are still rebranding our properties - we have announced a few - and others are on the docket to get rebranded soon.


What are your expectations for 2022?


It is an important year for us - one of integration and execution. We've acquired a lot of interesting assets which we've discussed and integrating a company with the size and scale of Gamesys is top of the list. Alongside that is the execution. An iCasino product will be launching by the end of the year in New Jersey and we will debut a new and revamped Bally Bet 2.0 product with the Gamesys technology stack integrated with Bet.Works' sports betting technology.


2022 is the year we will bring all the combined technologies we've acquired to the market.


NEWSWIRE / INTERACTIVE / MARKET DATA P69


We recently announced that we are moving towards a casino card solution and loyalty


programme that triangulates


across all our properties that are being rebranded under the Bally umbrella. These initiatives are being taken to give a consistent look and feel to the customer experience. A lot of the integration is driven by


technology and making sure we can reward and engage with customers through digital means.


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