Gambit will partner with Snipp, the loyalty gaming platform.
Bally’s Corporation has signed a purchase agreement to invest $5m in Snipp Interactive. The company is expected to own close to 9% of Snipp’s common and outstanding shares once the investment deal is complete.
As part of the agreement, Bally’s will receive a license for the SnippLOYALTY software program for a three-year term. The company will implement Snipp’s software across its online and physical properties. Two deployments of Snipp’s software are scheduled to start in the second half of 2012.
The two companies have also formed a commercial partnership, which will name Bally’s as an exclusive gaming partner for Snipp’s loyalty gaming platform, Gambit.
Snipp Interactive reached a binding purchase agreement with all shareholders of Gambit in order to buy Gambit Digital Promotions. This was done in February. Gambit Rewards, its wholly-owned subsidiary was also included in the acquisition.
Gambit is the market’s regulator-approved consumer network that integrates loyalty programs with online gaming and sports betting in America. Matt Davey, an entrepreneur and gaming executive and founder of Gambit were its early investors.
Snipp Interactive Founder and CEO Atul Sabharwal said: “Bally’s is one of the most forward-thinking companies in the gaming industry and their investment illustrates the value that they see in SnippLOYALTY as well as our SnippCARE customer acquisition, retention, and engagement platform.
“Our acquisition of Gambit was intended as a way to better align ourselves with the Gaming world. Now, only a couple of months later, we’re entering a deep relationship with Bally’s. We welcome their presence on our board and look forward to tapping their deep expertise in this high-growth industry.”
According to the terms of their commercial agreement, both companies will be working on a new brand for Gambit’s loyalty program. Bally’s will have exclusive branding rights to the platform, and Gambit will feature the company’s free-to-play games. Players will be able to connect Bally’s loyalty points with Gambit’s Play Tokens.
Bally’s Interactive, North America Chief Operating Officer Adi Dhandhania commented: “Working together with Snipp furthers our strategic goals around omnichannel integration with well-established technology that can combine rewards platforms across the Bally’s brand and thereby provide our customers with a seamless user journey.”
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