Intralot has launched a new brand identity for its North American business, proceeding under the Bally’s Intralot brand, as the company continues integrating assets acquired from Bally’s.
The launch of the rebrand comes after last year’s deal between Intralot and Bally’s – Intralot technically acquired Bally’s International Interactive division for €2.7bn ($3.1bn), though the deal gave Bally’s a 58% majority stake in the combined company.
The effective merger saw Bally’s Corp CEO Robeson Reeves take the same role at the head of the newly formed business.
Bally’s Intralot has now announced via LinkedIn: “The next chapter in the strategic alignment highlighting our expanded scale, powerful digital capabilities, and complementary offerings across the lottery and iGaming ecosystem.”
Under the new structure, the US entity will operate as Bally’s Intralot Inc., while the Canadian arm will become Bally’s Intralot CA.
Despite these new developments, the company took the time to stress what hadn’t changed as well.
The post explains that the North American division will continue to operate as a B2B lottery technology provider, maintaining the same leadership team, workforce and contracts.
Andrea Williams, VP of Marketing at Bally’s Intralot, reiterated that sentiment in her own LinkedIn post, saying: “What makes this especially exciting for me is that it still feels so familiar. We’re the same team, working with the same partners, serving the same North American lottery customers we care deeply about.”
This deal has proved to be part of a trend of lottery companies merging with other forms of gambling – last year also saw lottery operator Allwyn partner with PrizePicks in the US
