Bally’s buys British creative agency Degree 53

The US casino giant has bought Degree 53, a creative agency that specialises in website and mobile app development for online gaming and sports betting.

UK.- Bally’s Corporation has bought UK-based Degree 53, an agency that designs and develops websites and mobile apps for the online gaming and sports betting sector. The acquisition is designed to help enhance and integrate Bally’s mobile platforms.

The agency will integrate with Gamesys Group’s player account management and igaming solution and support audience engagement initiatives with Monkey Knife Fight and SportCaller. It will also support Bally’s Corporation’s media partnership with Sinclair Broadcast Group.

Degree 53 was founded by former Betfred head of mobile Andrew Daniels. It has a Remote Gaming Software licence from the British Gambling Commission and has worked with Betfred, Scientific Games, FDJ Gaming Solutions and Penn National.

Degree 53’s staff of 54 will continue to work from the company’s current studio in Manchester.

Managing director Richard Wagstaff said: “Degree 53 was founded in 2013 to provide creative and innovative online and software solutions for the online gaming industry.

“We are pleased that Bally’s has recognised the differentiated approach that we bring to the market and to join with them during such an exciting period of the Company’s evolution. This is an exciting time for online gaming and the sports betting industry, and we look forward to immersing ourselves in the diversified projects that Bally’s provides.”

Adi Dhandhania, chief operating officer for North America at Bally Interactive, said, “We are delighted to welcome Degree 53 to the Bally’s family. As we prepare to launch our Bally Bet 2.0 mobile sportsbook app early next year, we look forward to leveraging the Degree 53 team to develop our mobile sportsbook products and enhance our customers’ overall betting experience.”

Raja B-Sheikh, senior vice president of sports products, said: “We have ambitious plans for our multi-faceted sports offering as we strive to appeal to new audiences across North America.

“The Degree 53 team arms us with a unique perspective and skillset that will further advance not only the core Bally Sports product, but also our ambitious plans for innovative and connected experiences. I am excited to work closely with the team as they contribute to our quest of making Bally’s the number one destination for gaming entertainment.”

Meanwhile, the US sports betting giant DraftKings has confirmed that it has ended its talks to buy the UK’s Entain and will not make a firm offer for the group.

Entain had extended the US sportsbook’s deadline to make make a firm offer to November 19.