Bally's and Ruby Seven Studios Introduce Complimentary Social Casino Platform for Players
Bally's Corporation has just introduced its free-to-play social casino platform called Bally Play. Developed in partnership with Ruby Seven Studios, an Indian company with a US office in Reno, Bally Play offers digital slot machines, table games, keno, video poker, and bingo. You can access it online at BallyPlay.com or through their iOS and Android apps.
As part of their growth strategy, Bally's Corporation was keen to add a social casino to their lineup of products, which already includes land-based and interactive gaming options. Sina Miri, chief product officer of Bally's Corporation, remarked, "We are always looking for ways to expand our offering and complement our brick-and-mortar and interactive gaming options."
Launched with over 100 interactive slot titles, 50 versions of video poker, and table games such as blackjack and roulette, Bally Play features games from reputed manufacturers like IGT, Everi, Aruze, and Konami.
Player Acquisition and Retention
Owning and operating 16 commercial casinos in nine states, Bally's Corporation has been facing financial challenges lately. Moody's Investors Service and S&P Global Ratings have downgraded their credit rating, citing concerns that the company may be overleveraged. Bally's is currently trying to secure $800 million in funding for a $1.1 billion integrated resort casino in downtown Chicago but has yet to secure the required funds. They are also looking to develop casinos in Pennsylvania, Missouri, and New York.
By creating a social casino, Bally's believes they can attract new players and keep existing ones engaged. Miri added, "The partnership with Ruby Seven Studios has allowed us to create a unique, top-notch social casino experience for our existing users and help us attract new users."
To start with, Bally Play offers 50K coins to all new players. As players progress and reach higher levels, they gain more slots and table games to play. Additionally, they receive free coins based on their time spent on the platform and how often they play. If a player exhausts all their free coins, they can purchase more using real money. At present, Bally Play is running a promotion where 2 million coins can be purchased for $9.99.
Market Analysis
Ruby Seven Studios' social casino data is valuable to Bally's, as it helps them understand which games are popular and assists with their marketing efforts. The Bally Play Terms and Conditions state that users' data is collected and linked to their identities. This information could potentially be used to promote real-money gambling opportunities at Bally's casinos or in legal jurisdictions where online gaming is allowed.
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