Bally’s Corporation Teams up with Ruby Seven Studios to Launch Bally Play in NJ

The New Jersey online casino landscape is set to become a little bit larger soon, but not in the way you might think. The state is already home to several online casino sites featuring real money gaming via slots, table games, and live dealers. This week, Bally’s Corporation announced a shift in services and is set to launch a freeplay social casino site in Garden State with Ruby Seven Studios. 

Both companies are set to debut  Bally Play, a free-to-play experience for New Jersey residents. Bally Play joins the brand’s iGaming site and Bally Casino on the Boardwalk in Atlantic City. The new platform will include over 150 titles and feature slots, table games, video poker, bingo, and keno. 

Example games on offer include Wheel of Fortune, Wolf Run Eclipse, Sweet Spin, and Rakin’ Bacon. Bally Play has completed a full 180, going from offering sports games to freeplay casino options. Bally’s was partnered with MiLB to feature Minor League Rundown on the platform, which was also a free to play game. 

Players interested in the Bally Play site can play online or explore games using the iOS or Android app. The app is easy to download and install on mobile smartphones and tablets. 

Bally’s Corporation and Ruby Seven Studios are happy to collaborate on this project. Bally’s chief product officer, Sina Miri, stated that the company has been looking for something to complement its land-based and interactive gaming services. The social casino allows the brand to utilize Ruby Seven Studios' expertise to create a unique and best-in-class social casino experience for players. 

Ruby Seven Studios CEO Michael Carpenter stated that the software company is excited to work with Bally’s Corporation, leveraging their social casino development and operations expertise. The new platform is expected to help attract a new player base to Bally’s, one that will only add to the iGaming and land-based visitor totals. 

Bally’s is synonymous with the gambling world and players have enjoyed services from the brand for decades. Why is the company shifting to freeplay social casino gaming? On the outside, it seems like an odd choice. However, it actually may be the smartest direction to go in for the company. 

Social casino gaming is taking the US by storm, offering players an alternative to real money gaming. With social sites, players can enjoy games for free via unique currencies such as coins or tickets. The platforms offer freeplay instantly, which is appealing to players that don’t want to risk money to spin slots or play blackjack. 

Members are not obligated to purchase anything, which makes the sites very appealing. However, there is an option to purchase more currency to play games, which is how the operator makes money. Most social sites also allow players to spend certain currency, such as Sweeps Coins, to obtain real prizes. 

Redeeming prizes at social casino sites can be more difficult, but on the upside, the gameplay is free. This is a huge draw for players who want free and fun entertainment. If Bally’s is successful in its endeavor, we may see other brands offer a similar option in the Garden State. 

Many brands, like BetRivers, have launched freeplay sites in states where online casino gaming is not featured. Bally Play will operate in New Jersey and may give the real money sites a run for their money. It will be interesting to see how the brand fares and whether it plays a significant role in online gambling.