Bally’s Corporation, the US betting, gambling, and entertainment powerhouse, has entered into multi-year and exclusive agreements with Kambi Group and White Hat Gaming.

The two firms are now Bally’s online sports betting and platform providers.

Bally's partnering with the providers is intended to support the relaunch of Bally Bet, with the online sports betting platform to go live across seven US states by the end of this year.

Bally's has said the tie-up will enable it to expand its online sports betting presence over time.

Through the deals, Bally’s will use the firms’ “proven technology integration, extensive licensing across regulated jurisdictions, end-to-end solutions, and track record of executing quick launches” to support its development.

The company's sports betting platforms will shift to a variable cost structure, that will generate cost savings and reduce risk.

Under the Kambi agreement, Bally’s will integrate that firm’s suite of omnichannel products, trading capabilities, content solutions, and a model-driven approach. It also maintains the option to acquire a license to a limited part of Kambi’s online and retail technology source code.

If Bally’s exercises that option, the two parties will then enter into a separate outsourcing agreement.

Through the White Hat partnership, meanwhile, Bally’s will be supplied with the company’s Player Account Management (PAM) platform solution and with sports betting and casino content.

Robeson Reeves, Bally’s Corporation’s chief executive, said: “We are very excited to have entered into long-term agreements with both Kambi and White Hat – two of the world's most established and trusted gaming technology companies."

“Kambi provides an award-winning sportsbook that delivers unrivaled sports betting entertainment. By incorporating that with White Hat's PAM platform solution, as well as our geographic reach, customer base, and marketing prowess, Bally's will be optimally positioned to achieve significant scale and capture substantial market share.”

Kristian Nylen, co-founder and chief executive at Kambi, commented: “Kambi is the proven global leader in sportsbook provision and I believe this powerful collaboration with Bally's will deliver its customers the next-generation betting entertainment they demand."

White Hat’s chief exec, Phil Gelvan, added: “We are excited to partner with an innovative gaming company such as Bally's, whose vision for growth and diversification complements that of White Hat. We are confident that our core technology, including our best-in-class PAM solution, plus our managed service offering, will not only enhance the Bally's experience and player engagement but also support its expansion strategy."

In late March, Bally’s struck a multifaceted media rights and sponsorship with the US’ Minor League Baseball (MiLB).

Under the agreement, Bally’s is now MiLB’s first-ever national media rightsholder and is showing games on Bally Live, its new streaming platform, as well as on partner-owned linear and over-the-air channels.

More than 7,000 live games are set to be covered in total under the terms of the multi-year deal.