Legacy bingo and online casino brand owned by Bally’s Corporation and operated by Gamesys Operations Limited, Jackpotjoy, has geared up for the much-anticipated UEFA Euro 24.
The brand has announced the addition of a sportsbook to its website and mobile apps aimed at UK consumers.
This is the first incursion into the sports betting world for the company with headquarters in Gibraltar since the official launch of its platform in 2002.
How to Access the New Sports Betting Feature
Desktop users can get quick access to the new feature powered by Kambi using the dedicated “Sports” tab found at the top of the page.
The sportsbook can also be accessed via iOS and Android apps using the corresponding icons located at the bottom of the screen.
Users can consult the supplier’s menu of in-play and pre-match betting options to familiarize themselves with all available options.
The sportsbook feature also offers a series of bet builders and pre-packaged accumulators ready to be put to use ahead of the start of Euro 2024 on 14 June, Copa America on June 20, and the Paris Olympics on July 26.
Cross-Selling Current Customers Into Sports
The busy calendar will enable Jackpotjoy to cross-sell existing customers into sports while generating a higher revenue stream.
The product offering expansion could also mark the introduction of sports betting to the UK market via Bally’s brand.
This follows the announcement made by management in May during a Q1 earnings call that the current year’s rollout is soon to come.
During the same call, Rhode Island-based Bally’s chief executive officer Robeson Reeves addressed investors and analysts, praising the “exceptionally” good performance shown by the UK which he described as their “most robust market.”
In 2023, the company’s online casino, Bally Casino, was first introduced to UK consumers and ended the year with record-high revenue after migrating from its predecessor Megaways Casino.
According to Bally’s estimates, its iGaming market share in the UK is around 15%. Its market share of the slots segment is around 17%.
While Bally’s International Interactive arm recorded a 4.4% YoY drop during the first quarter, the UK division boosted the group through a 12% revenue increase.
The UK market also represented 68% of the company’s International Interactive revenue in Q1 2024. The Bally Bet sportsbook is currently live in seven US states via Kambi after the operator last shelved its in-house sportsbook built from the acquisition of sports betting platform Bet.Works in 2021, along with its proprietary tech stack.
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