Casino giant Bally’s buys Dublin gaming firm SportCaller

Casino giant Bally’s Corporation snaps up Dublin firm SportCaller to spearhead a major interactive games drive.

Irish gaming software business Horses Mouth – which trades as SportCaller – has been acquired by US casino giant Bally’s Corporation for a reported €40m.

Dublin-based SportCaller is one of the leading B2B free-to-play (F2P) game providers for sports betting and media companies across north America, the UK, Europe, Asia, Australia, Latin America and Africa. Its customers include Paddy Power-Betfair, Coral, William Hill, Virgin Bet and CBS Sports.

“Joining Bally’s is a milestone moment for the SportCaller team”

The company has deep technology and product expertise in prediction, quiz/trivia, pay-to-play, bespoke and turn-key app games.

New York Stock Exchange-listed Bally’s Corporation currently owns and manages 11 casinos across seven states, a horse racetrack and 13 authorized OTB licenses in Colorado. With more than 5,900 employees, the company’s operations include 13,260 slot machines, 459 game tables and 2,941 hotel rooms.

In it to win

“Joining Bally’s is a milestone moment for the SportCaller team,” said Cillian Barry, founder and managing director at SportCaller.

“I look forward to working with Bally’s talented team as we continue to create an innovative F2P product that engages sports fans on a global scale.”

According to Bally’s the acquisition complements its recent acquisitions of Bet.Works and Money Knife Fight as well as a partnership with Sinclair Broadcast Group.

Combining SportCaller’s games with Bet.Works’ proprietary technology stack, Bally’s will be able to launch its own suite of F2P games this year.

“I am delighted to welcome SportCaller to Bally’s Interactive alongside Bet.Works and Monkey Knife Fight,” said George Papanier, Bally’s president and CEO.

“F2P products represent a core component of our interactive strategy to drive user acquisition to Bally’s ecosystem. SportCaller offers unique products and I am confident that its pioneering platform and deep international expertise will significantly contribute to our growing interactive platforms.”

By John Kennedy (

Published: 10 October 2021