Bally’s is adding new iCasino games to its UK portfolio ahead of launching its first-ever retail casino in Newcastle. [Image: Shutterstock.com]

Bally’s UK drive thriving

Bally’s Corporation is injecting a fresh line-up of iCasino games into its UK portfolio as it beefs up its strong online presence across the pond ahead of launching its first-ever retail casino on British soil in April.

 Jelly Entertainment inked licensing deal with Bally’s

On Monday, UK-based gaming supplier Jelly Entertainment announced it had inked a licensing deal with Bally’s Casino to supply a range of online slots to the US gaming giant’s UK casino platform, which is operated by Bally’s subsidiary Gamesys. 

The Jelly titles to launch on Bally’s UK roster include Witches Go Wild, CleoPatrick, and Midas Riches. According to Jelly, upcoming releases include The Night Train TwinWays and Rookie Racer. 

Bally’s Interactive VP Product Craig Staples stated the Jelly deal brings leading games to the Bally’s roster, “giving our players even more exciting options that are already crowd-pleasers in the UK.”

Bally’s UK online expansion comes as it prepares to open its maiden UK bricks-and-mortar casino in Newcastle’s The Gate entertainment district in Q1. 

Building appetite for American gaming 

According to Bally’s, Bally’s Newcastle will bring the Rhode Island firm’s “unique casino experience” to the UK’s bricks-and-mortar gaming scene. 

feeling like you’re smack-dab in the heart of Vegas”

The retail arm will add a physical dimension to Bally’s ongoing drive to introduce UK players to “the American gaming experience​.” Bally’s Gamesys-operated online casino site promises to have UK players “feeling like you’re smack-dab in the heart of Vegas, on your phone.”

After its financial troubles in 2023, Bally’s managed to stabilize itself through 2024 via multiple moves and deals including selling its Kansas City, Shreveport casinos for $395m in December, and exiting Bally’s Interactive from Asia and other international markets.

The reason Bally’s gave for its Asian exit was it intended to focus its efforts on North America and Europe. Since it was founded as a pinball machine-making firm in 1930s Chicago, Bally’s has remained an iconic American gaming brand despite its boardroom shuffles, and its UK growth shows a growing return to prominence.

Major strides

Jelly’s Chief Business Development Officer David Newstead reinforces the global perception of Bally’s by calling Monday’s deal “another huge step forward for us.”

Newstead added the Bally’s deal “significantly raises our profile among players in the UK.”

Staples, meanwhile, praised Jelly for making a fast impact on the UK market via its” hit slots and straightforward, no-fuss partnerships.”