Bally’s Reports Strong 20 Percent Revenue Surge in Q2 2026

Bally’s Corporation has delivered impressive financial results for the second quarter of 2026. During the three months ending June 30, 2026, total revenue climbed to $792.2 million. This represents a substantial 20.5 percent increase compared to the same period in the previous year. The growth was supported by solid contributions across Casinos & Resorts, B2C, and North America Interactive segments. The company demonstrated remarkable resilience against regulatory challenges in Europe while maintaining an aggressive expansion strategy. A key highlight was the progression of the acquisition of evoke plc, the parent company of iconic brands such as William Hill, 888, and Mr Green.

Robeson Reeves, CEO of Bally’s, emphasized the strength of the company’s portfolio. He noted that growth was achieved across nearly all business lines. While traditional land-based casino operations in the U.S. remained stable, digital segments emerged as primary growth engines. Notably, performance in markets considered challenging remained strong. In the UK, online revenue rose by 11.6 percent on a constant currency basis, even though the gaming tax was sharply increased from 21 percent to 40 percent in April 2026.

Numbers and facts

Looking closer at the segments, Casinos & Resorts generated $401.0 million in revenue, a 2.0 percent increase. This was bolstered by new locations in Baton Rouge and Marquette, as well as the temporary facility in Chicago. However, these gains were partially offset by intense competition in markets like Atlantic City. The Bally’s Intralot B2C division was the standout performer, with revenue jumping 22.3 percent to $243.5 million. The acquisitions made in 2025 clearly paid off here. Furthermore, Spain recorded constant currency growth of 15.1 percent.

For the first half of 2026, total revenue reached $1.55 billion, compared to $1.25 billion in the prior year. The North America Interactive segment also grew by 16.9 percent to $66.1 million. Reeves stated:

"We delivered solid second quarter results across the enterprise and I am proud of the hard work and dedication of our team members as we move into the next phase of Bally’s omni-channel growth." - Robeson Reeves, CEO of Bally’s Corporation

Background

Bally’s is following a clear strategy of vertical integration. By acquiring Intralot units and pursuing evoke plc, the corporation aims to control the entire value chain. In the U.S., the company is investing heavily in infrastructure. A $500 million fee was paid just for the casino license in the Bronx. This $4.0 billion project, expected to open by 2030, will include an 18-hole golf course and a 500-room hotel. In Chicago, the target is to open the permanent casino by early 2027.

The acquisition of evoke plc is set to further transform the market landscape. Evoke itself reported a revenue increase of approximately 5 percent for Q2, with adjusted EBITDA for the first half of the year reaching up to £167 million. Per Widerström, CEO of evoke, sees the focus on core markets and operational excellence as the key to success. The merger of these two giants could create synergies that make Bally’s one of the largest gambling players worldwide.

Why it matters for German players

Although Bally’s and its brands like Mr Green or William Hill operate globally, the situation in Germany is strictly regulated by the State Treaty on Gambling 2021. German players should ensure they only play at providers listed on the official GGL whitelist. Brands under evoke plc have held German licenses in the past, but strict requirements such as the €1,000 monthly deposit limit and the €1 per spin limit for slots remain a challenge for international corporations.

Integration into the LUGAS system for limit monitoring is mandatory for GGL-licensed casinos. Bally’s current focus on Spain, the UK, and North America might suggest that the German market is not a top priority for aggressive marketing at this moment. However, the development remains interesting, as the acquisition of evoke plc could free up resources for a return or expansion under strict German rules. Players in Germany primarily benefit from the high level of legal security and player protection that only GGL-licensed casinos can guarantee.

What it means for GGL-licensed casinos

Competitive pressure from global giants like Bally’s is mounting. German providers with GGL licenses must compete against corporations with billions in revenue and a massive technological foundation. Bally’s utilizes expertise from its Gamesys and Intralot acquisitions to optimize its platforms. GGL casinos must therefore invest more in user experience and legal innovations to stand against these omni-channel strategies. Strict adherence to the GlüStV 2021 remains the most important unique selling point against illegal MGA or Curacao providers, which a reputable corporation like Bally’s avoids anyway.