Bally’s and Ruby Seven Studios Launch Free-to-Play Social Casino Platform

This week, Bally’s Corporation introduced its free-to-play social casino platform named Bally Play. 

Created in collaboration with Ruby Seven Studios, a social gaming firm based in India with a branch in Reno, Bally Play provides a variety of digital slot games, table games, keno, video poker, and bingo. The social casino can be accessed online at BallyPlay.com and on mobile devices through iOS and Android applications.

"As part of our growth strategy, we have been seeking to complement our brick-and-mortar and interactive gaming offerings with a social casino,” explained Sina Miri, chief product officer of Bally’s Corporation.

Bally Play launched with more than 100 interactive slot games, 50 variations of video poker, along with blackjack and roulette tables. The social casino at Ruby Seven Studios features games created by various top manufacturers, such as IGT, Everi, Aruze, and Konami. 

Fostering Customer Expansion 

Bally’s Corporation, based in Rhode Island, manages and/or owns 16 physical commercial casinos across nine states. Bally's Interactive, the online gaming division of the company, holds licenses for real-money online gambling in New Jersey, Pennsylvania, and Rhode Island. 

Bally's recently faced multiple credit downgrades as analysts from Moody's Investors Service and S&P Global Ratings expressed worries that the company might be overleveraged. 

Bally’s is still finding it difficult to obtain the $800 million in funding required to construct its $1.1 billion integrated resort casino at the Freedom Center in downtown Chicago. Bally’s is seeking to develop new casinos in Missouri, New York, and Pennsylvania. 

Bally’s representatives think that introducing a social casino will assist the company in attracting new customers.

"Working with Ruby Seven Studios has allowed us to create a unique, best-in-class social casino experience for our existing players and can help us attract new players,” Miri explained.

Although Bally Play starts off as free to use, Bally's aims to earn income from the offering. New participants on the Bally Play platform receive a starting allocation of 50K coins. The social casino also offers coin bonuses when players advance to new levels, unlocking additional slot and table game options. Players additionally earn free coins depending on their total time played and how often they play. 

If a player is able to deplete all their free coins, Bally Play offers users the option to buy gameplay tokens. The platform is currently offering a coin promotion in which gamers can acquire two million coins for $9.99. 

Promotional Instrument 

Bally Play offers Bally essential insights into which games are popular, aiding the company in its marketing strategies. 

In the Bally Play disclosures, users are informed that by utilizing the app, they agree to have their data monitored, gathered, and associated with their identity. Bally’s could utilize that information to target those players and convert them into real money gamblers at its casinos or online gaming sites where iGaming is allowed. 

Numerous other prominent casino operators also manage social gaming websites and applications. In conjunction with Bally’s, Hard Rock has recently established a social gaming division named Hard Rock Games. The business unit was established following Hard Rock's acquisition of WGames, a mobile gaming firm focusing on free-to-play games.