Bally's Interactive Becomes the Latest to Cut Off Affiliates

Bally's Interactive has become the latest U.S. regulated online gambling company to sever ties with its affiliate partners, at least for now.  Bally's Interactive will be welcoming affiliates back once they complete a migration process.  But will commissions carry over? 

The news comes on the heels of Gambling911.com breaking the news Tuesday that Rivers Casino parent company Rush Street Interactive will be cutting ties with its affiliates at the end of August. 

Bally's Interactive will end its current relationship with affiliates on October 1, 2024.

Here is the letter they sent out to affiliates:

Dear Affiliate Partner,

This notice acts to inform you that all affiliate agreements with Gamesys US LLC and Bally’s Interactive LLC, will be terminated effective October 1st, 2024. This action is part of our preparations for the upcoming migration. Bally’s is migrating its Bally Casino New Jersey, Pennsylvania, Ontario, and Virgin Casino New Jersey ventures off its in-house platform, and onto White Hat Gaming’s PAM.

For more details, please refer to the attached letter of notice. Following the termination, we will enter into new agreements prior to the re-launch of the affiliate program.

Please consider this as your formal notice and let us know if you have any questions.

Sincerely,

Bally’s Interactive Team

A more extensive explanation is provided by the official notice provided here:

TTN: Affiliate Partner’s Legal Department
Re: Notice of Termination of Affiliate Program
To Whom It May Concern:

This letter serves to terminate the Affiliate Marketing Agreement, by and with GamesysUS LLC or Bally's Interactive, LLC, as applicable (the "Agreement") effective as of October 1, 2024 (the “Termination Effective Date”) and further provides notice to you to cease affiliate
marketing services as of the Termination Effective Date. The Agreement shall remain in full force and effect up and until the Termination Effective Date, after which all rights and obligations under the Agreement will terminate and be of no further force or effect.

Bally’s is migrating its Bally Casino New Jersey, Pennsylvania, Ontario, and Virgin Casino New Jersey ventures off its in-house platform, and onto White Hat Gaming’s PAM. The migration of Bally’s existing players from its in-house PAM to White Hat Gaming’s PAM are as intended to be as follows:

• Bally Casino New Jersey & Pennsylvania: October 2, 2024
• Virgin Casino New Jersey: October 2, 2024
• Bally Bet Ontario: October 31, 2024.

During this migration period, Bally’s will not migrate any player attribution details from its in-house platform across to the new PAM.

Accordingly, Bally’s is requesting all affiliates to temporarily suspend all activity beginning September 1, 2024 indefinitely.

Bally’s will pay all commissions due to our affiliates for players that: (i) open an account in accordance with our Agreement; (ii) commence their application for an account with Bally’s directly from a Valid Click; and (iii) meet the Minimum Deposit Requirement and the Minimum
Number of Wagers requirement in respect of the applicable Brand Website until and including October 1, 2024 for Bally Casino New Jersey and Bally Casino Pennsylvania, October 1, 2024 for Virgin Casino New Jersey, and October 30, 2024 for Bally Bet Ontario As of the migration dates set forth above for each respective venture, the existing merchants in Income Access will no longer update. Once Bally’s is prepared to relaunch its affiliate program, it will require all affiliates to enter new affiliate marketing agreements that accurately reflect the
updates to our ventures due to the migration.

Thank you for your attention to this matter. If you have any questions or would like to discuss any aspect of this transition, please do not hesitate to contact us.

Very truly yours,
Bally’s Interactive Affiliate Team

Gamesys Group Partners offers up to 45% commission to those promoting its brands, which currently include Virgin Casino, InterCasino and Monopoly Games, among others.

It's not immediately clear if the Bally's Interactive U.S. brand affiliates worked off of a revenue share model and, if so, will those commission balances be carried over.