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Bally’s Corporation and Intralot have rolled out two new names for their lottery technology operations in North America, introducing Bally’s Intralot in the United States and Bally’s Intralot CA in Canada.
The launch comes after Intralot acquired Bally’s Interactive assets in mid-2025, a deal that also made Bally’s a stakeholder in Intralot. The move effectively merged the two businesses under a single banner.
Although the branding has changed, the leadership teams, employees, and existing contracts remain in place. The company’s focus stays on B2B services aimed at state and provincial lotteries, continuing the same strategy outlined when the partnersheip was first announced.
Executives say the integration brings together Bally’s digital tools and its Vitruvian data platform with Intralot’s lottery infrastructure, creating a stronger base for future product development across both lottery and iGaming.
Andrea Williams, Vice President of Marketing for Bally’s Intralot North America, described the launch as “the next chapter” for the firm, signaling a new phase in its expansion into the region.
“What makes this especially exciting for me is that it still feels so familiar,” she wrote on LinkedIn. “We’re the same team, working with the same partners, serving the same North American lottery customers we care deeply about. Same people, same focus, same commitment.”
“This moment isn’t about changing who we are, it’s about growing into what we’ve been building toward together and having even more behind us as we do it. What has changed is the look. As a proud UGA Bulldog and alum, moving to red and black feels just right. Really proud of this team and excited for what’s ahead as Bally’s Intralot Inc. in the US and Bally’s Intralot CA in Canada.”
Intralot and Bally’s €2.7bn deal
The new branding in North America follows a major transaction between the two companies announced in July 2025. Intralot agreed to acquire Bally’s international interactive division in a cash-and-shares deal worth about €2.7 billion.
The agreement closed in October 2025, giving Intralot a significant boost in technology resources and strengthening its role in the global lottery and gaming technology market. Bally’s, at the same time, increased its stake in the Greek operator, cementing the partnership.
To finance the acquisition, Intralot secured a €660 million package last September. That included a €460 million senior secured term loan from institutional lenders, set to mature in six years, and a €200 million four‑year amortizing loan from a consortium of Greek banks.
Bondholders also agreed to keep a €130 million retail bond outstanding once the deal was finalized. Executives said that the combined group would use the expanded platform to grow lottery technology services worldwide, with a strong emphasis on the United States.
“We’re very UK dominant. [But] this combination [with Intralot] allows us to spread out our revenue. It’s good and bad being UK dominant, you know? You might say you’re too concentrated. [But] regulation means that you end up with a stable, reliable business,” Robeson Reeves, CEO of Bally’s-Intralot international business, told analysts and investors at the time.
“Together, we are creating a unique proposition that will pave the way for a new era of innovation and growth across the entire gaming spectrum.”
Source: SBC News
