Bally’s has been in the casino business since 1932. Now, with 15 land-based casinos in 10 states, it's tinkering with its branding and also launching a casino platform in the United Kingdom. 

In coming to the UK, Bally’s new branding is headed up, being an “American Gaming Experience.” 

Bally’s refers to itself as “authentic, pioneering, playful, and passionate” and provides prospective players with attributes they can look forward to. 

These attributes are grouped under “We’re” initiatives,

• We’re generous: Daily free games (cash and spins), a welcome offer, numerous games, “surprises & delights,” a loyalty program, and personalized offers. 
• We’re experts: Offering up an “American heritage story, retail assets, entertainment, and all American service.” Additionally, there’s a live casino from the United States and the Bally Sports Network streaming. 
• We’re responsible: Deposit limits, take breaks, no wagering periods, fast withdrawals. 
• We’re pioneers: Bally’s invented pinball will offer exclusive games, daily free games, casino/sports, and Bally ID single sign-on. 

In addition to the “American Gaming Experience,” Bally’s also brings to the UK a new tagline, “Don’t Dilly Dally...  Get on Bally.” 

As mentioned, there’s a new welcome bonus. At the moment, Bally’s is advertising an offer where you’ll receive 30 free spins after wagering £10. The free spins can then be used on Secrets of the Phoenix Megaways, and each spin carries a value of 20p. 

With Bally’s coming to the UK, it’s promoting various games that players can expect, including: 

• Buffalo 
• Blazing Bison
• Big Bass Splash
• Mustang Gold
• Cleopatra
• Lucky Larry’s Lobstermania
• DaVinci Diamonds
• 777 Strike
• And many more

For customer support, you’ll have access to the following: 

• FAQ: This portion of customer support has numerous sections, including promotions, your account payment, responsible gaming, games, and more. Most of your questions can be answered here. 
• Live Chat: If you need an answer to a question that can’t be found in the FAQ, live chat help is available. Representatives are ready to assist within minutes of your asking. 
• Email: If you still need help after reading the FAQ section, there are links on the page to email Bally’s directly. 

The history of Bally’s is impressive. While the Bally’s Corporation we know today and the outlet responsible for this UK launch were technically founded in 2004 under the name BLB Investors, the Bally’s brand as a whole goes back to, as mentioned, 1932 under the name Bally’s Manufacturing. 

Originally founded by Raymond Moloney as a pinball and slot machine manufacturer, the company was later renamed Bally’s Entertainment.

Bally’s eventually expanded beyond slots and into casinos, video games, theme parks, and even health clubs before it was purchased by Hilton Hotels in 1996. 

So, in playing at Bally’s in the UK, you’ll be playing on a platform that is less than a decade away from being 100 years old at the time of this writing. 

Like the tagline says, “Don’t Dilly Dally... Get on Bally.” 

(Image: SOPA/Alamy)