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Bally’s to launch online casino in Britain with rebranded Megaways site

| By Robert Fletcher
Bally’s Corporation-owned Gamesys has announced it is to launch a new, Bally’s-branded online casino in Great Britain.
Gambling yield Q4 Britain

Bally Casino will replace Gamesys’ existing Megaways Casino site. Megaways Casino completes its decommission on 17 September.

The rebrand marks Bally’s entrance into the British online casino market. Bally’s operates igaming websites across a number of states in the US.

Building on the prominent and well-established Bally’s brand in the United States, the launch of Bally Casino in the UK brings a fresh new brand to the igaming market. The new-look site features online slots, casino games, live casino, poker, bingo and slingo.

“The Bally’s brand has a rich history spanning over 75 years in entertainment and has now brought the American gaming experience to the UK,” Bally’s said. “Bally Casino is committed to being big on entertainment, big on rewards and big on service.”

On the current Megaways Casino site, customers are met with a message explaining the move to Bally’s.

“We think the American gaming experience at Bally Casino is exactly the sort of online casino we want our players to enjoy,” the message said. “It’ll bring the authentic Las Vegas atmosphere to your fingertips, combining awesome entertainment, a whole heap of exciting promotions and exceptional service.

“Until 18 September, you can still access your existing wallet at Megaways Casino. After this date, you will need to log in at Bally Casino to access your account.”

Bally’s follows BetMGM into Britain

Bally’s launch comes after BetMGM in August also went live in the British market. MGM Resorts International launched the brand in partnership with LeoVegas, but not Entain.

The move marks the beginning of an international expansion strategy for BetMGM, as outlined by joint owner MGM Resorts.

This new international platform will utilise LeoVegas’ technology and platform. LeoVegas was acquired by MGM Resorts last year for $604m.

LeoVegas CEO Gustaf Hagman recently spoke with iGB about the venture, saying that his company is more than ready to take on the challenge.

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