Soon, New York State will finally launch a full list of nine mobile sports betting operators. Most recently, Balibet, the only company yet to enter the market, announced that it plans to make it a reality in the second quarter of 2022. Earlier this year, the company announced plans to launch in April, but it did not.
Empire State’s mobile sports betting market opened on January 8, 2022, debuting with four operators out of a total of nine approved operators. Over time, a growing number of gaming brands licensed by the New York State Gaming Board have joined, leaving Valibet the only brand not revived in its jurisdiction.
In a first-quarter earnings call from Bally Bet, the company’s CEO Lee Fenton announced that the sports betting company plans to finally join the market before the end of the second quarter of 2022. That means the company will have to debut in the newly regulated state online sports betting market by the end of June if there are no complications.
Mr. Fenton said Empire State would be the next company to launch 2.0-based products in Arizona this quarter. He said the license to participate in the New York market is a major milestone for the company, which means a tremendous effort for the team that worked hard on the approval.
At the same time, betting companies will be cautious in Empire State, closely monitor marketing spending, decide how to operate in a high-end environment, and Kim Soo-hyun shared earlier in the year that the company does not want to waste money on promotions to compete with others.
In January, Kim expressed his opinion that he was not in a hurry to enter the newborn market, and explained that major sports betting events such as the Super Bowl and March frenzy were omitted, but he did not mind waiting for the release in April, and eventually will join the remaining eight operators.
Game brands so far have made a huge start, but online betting has since begun in earnest, and the New York State Game Commission previously announced that mobile sports bets for the week ended April 10, 2022 reached $335.8 million, up from the previous two weeks.
For the week from April 4 to April 10, 2022, FanDuel once again took pole position, earning US$142,036,677 of its total, while No. 2 DraftKings and the app raised more than US$83,517,552 of its total bets. Caesars Sportsbook is back in third place with $49,359,984 online handles.
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