Bally’s Intralot CEO: Ready to Acquire Customers When They Decide to Switch

(AsiaGameHub) –   Once more, during the firm’s Q1 earnings call this Wednesday, Bally’s Intralot CEO Robeson Reeves highlighted the operator’s marketing effectiveness in the UK.

Reeves stated that Bally’s online platform recorded a more than 60% rise in new customer numbers in Q2, a trend he linked to UK competitors cutting their marketing budgets in reaction to the Remote Gaming Duty increase on April 1.

The CEO also emphasized the platform’s capacity (as he described it) to facilitate players moving from rival products while keeping its own marketing expenditures efficient.

“Gamblers are constantly switching between different sites and sometimes take a break. We’re observing a pullback [from competitors], which is why acquisition costs are low and we’re seeing higher volumes. But our tech is showing that when a customer is ready to switch, we’re prepared to capture them,” Reeves told analysts.

“We analyze where traffic flows through various online placements and ensure we’re delivering the appropriate amount of advertising. This helps us maintain the most cost-effective spending possible.”

The UK continued to be Bally’s Intralot’s biggest market in Q1, accounting for 64% of the group’s total revenue. Over the three-month period, the UK market generated €172.1 million in revenue.

Bally’s UK online operations saw a 10.5% growth in Q1 on a constant currency basis, and preliminary April revenues rose an additional 11.5%.

“We’re certainly seeing the beginning of consolidation in the UK,” Reeves added. “Smaller operators are stepping back, which means customer acquisition costs are falling.” He noted this has resulted in lower RPUs (revenue per user).

Effect of potential financial risk assessments in the UK

Reeves was queried about the possible effects of financial risk assessments in the UK—an extra affordability check currently being developed by the Gambling Commission after a long pilot program.

The CEO downplayed the potential impact, saying: “I don’t view affordability measures as a major risk for us, since our players are far more stable and consistent.”

“Our entire platform was built with this in mind, after all—if people can afford to spend, they can keep doing so long-term. We may not have the highest annual player spend, but our retention rates and steady growth come from adding new customers who then become more loyal and focus their spending with us.”

However, he warned that FRAs could create friction for customers, pointing out that policymakers want players to stay within the regulated market.

“Such frictions can lead to displacement and contribute to unsafe gambling practices,” Reeves noted.

Evoke-Bally’s Deal: Workstreams Are Advancing

When asked about the operator’s bid for Evoke—following last week’s agreement between both firms to extend Bally’s Intralot’s potential acquisition offer—group CFO Andreas Chrysos stated that the two parties were “making progress on all the planned workstreams.”

He explained: “We’re issuing announcements as mandated by the UK regulator, and since the extension of the original deadline was agreed with the sell side, I don’t wish to make any comments that could be misinterpreted, beyond what we’ve already shared.”

“Several workstreams need to move forward before we can submit a binding offer and the sell side can decide whether to recommend our proposal or not. We are pleased with how things are progressing.”

At Bally’s Intralot’s request, the firm now has until 5 PM BST on June 8 to declare whether it plans to make an offer for Evoke.

Discussions between the two companies were confirmed in April, when Bally’s revealed it was exploring an all-share merger with Evoke valued at £0.50 per share.

Several industry observers have questioned Bally’s Intralot’s interest in fully acquiring Evoke, which reported a post-tax loss of £541 million in its FY25. Evoke also carries a substantial legacy debt load.