According to industry insiders, the sportsbook operator Bally Bet may launch in New York within the next week. The Rhode Island-based sportsbook will be the last of the state’s nine regulated sports betting brands to launch and will have difficulty securing a market share.

Recent launch delays may be a deliberate move by Bally’s

CEO Lee Fenton has issued the most recent official statement regarding Bally Bet’s New York debut. According to him, the operator’s new branch would open by the end of the second quarter, but for the past few months, rumors of further delays have plagued the brand.

According to Fenton, the primary cause of the delay was the operator’s focus on updating its sports betting application. The company launched its 2.0 platform in Arizona just recently, with New York to follow “later this quarter.”

Fenton remarked that management was closely observing the New York betting scene and formulating the optimal strategy for navigating such a high-tax environment. Soo Kim, chairman of Bally’s, stated that the delay was also a deliberate decision to avoid intense competition during the initial introduction of sports betting in the state.

According to him, the company had long-term goals and did not wish to overspend on marketing during the initial “crazy” rush to market. “The public markets have a tendency to be very short-sighted,” Kim stated, noting that operators focused more on attracting clients with “free money” than on providing a quality product.

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Bally Bet May Struggle in New York Market

As the final operator to launch in New York, Bally’s must contend with intense competition. Other prominent brands, such as BetMGM, DraftKings, FanDuel, and Caesars, have had several months to consolidate their positions in the state since January 8.

Bally Bet missed both the Super Bowl and March Madness, two crucial customer acquisition periods. To have a chance against the competition, the operator would need to offer substantial promotions; however, acquiring a significant market share may still prove challenging.

Caesars offered launch promotions of up to $3,300, had the advantage of being one of the first operators to arrive, and still managed to lose 20% of its initial market share. It is now in third place, behind FanDuel and DraftKings.

Even if rumors of Bally Bet’s launch the following week are false, the operator should be on the market by September 8, when the NFL season begins. The new wagering opportunities will reveal whether Bally’s decision to bypass the initial market share scramble was a wise one. Considering the state’s 51% tax, Bally’s could take a considerable amount of time to turn a profit in New York if it is unable to capture a significant market share.