Bally’s Intralot CEO says UK consolidation is creating customer acquisition opportunities

Bally’s Intralot CEO Robeson Reeves believes recent changes to the UK gambling market are creating new growth opportunities for the operator. He believes rival brands are reducing marketing activity because of higher tax costs.

During the company’s first-quarter earnings call, Reeves said Bally’s online business has experienced a significant rise in new customer acquisition since the increase in Remote Gaming Duty (RGD) came into effect on 1 April.

According to Reeves, the company’s technology and marketing platform have meant Bally’s Intralot attracts players more efficiently as competitors cut back spending.

Bally’s reports surge in new customers

Reeves told analysts that Bally’s had seen new customer volumes increase by more than 60% during the second quarter so far.

He attributed the growth to reduced advertising activity from competing operators, many of which are facing higher operating costs due to the UK tax increase.

The CEO said Bally’s marketing systems are designed to identify moments when players are likely to switch operators. They then target advertising accordingly.

"Gamblers are always transitioning between different websites and they sometimes have a break." – Reeves

He added that Bally’s technology allows the company to monitor online traffic patterns and focus marketing spend where it is likely to deliver the strongest return.

UK is Bally’s largest market

The UK continued to be Bally’s Intralot’s biggest revenue-generating region during the first quarter. Revenue from the UK market reached €172.1 million. This accounted for 64% of total group revenue.

The company said its UK online business grew by 10.5% on a constant currency basis during Q1. Preliminary figures for April showed revenue growth accelerating further to 11.5%.

Reeves suggested the market is entering a period of consolidation. Some smaller operators are reducing activity or withdrawing from aggressive customer acquisition strategies.

This means competition for advertising space is easing. Bally’s believes it can continue growing while maintaining relatively efficient acquisition costs.

CEO downplays financial risk assessment concerns

Reeves was also questioned about the potential impact of Financial Risk Assessments (FRAs), which are currently being evaluated by the UK Gambling Commission as part of wider gambling reform measures.

The proposed checks are designed to identify customers who may be experiencing financial difficulties and could introduce additional affordability monitoring within the regulated market.

However, Reeves said he does not expect the measures to have a major impact on Bally’s customer base.

He argued that the operator’s focus on long-term player retention rather than high-spending customers means its users are generally more stable and consistent.

Reeves also claimed Bally’s platform has been built around sustainable gambling behaviour. This allows customers to remain active over longer periods rather than generating short-term revenue spikes.

Despite this, he acknowledged that additional checks could create friction for customers and warned that excessive barriers may encourage some players to seek alternatives outside the regulated market.

Evoke takeover discussions continue

During the earnings call, Bally’s Intralot executives also provided an update on the company’s proposed acquisition of Evoke.

Group chief financial officer Andreas Chrysos said discussions between the two businesses were progressing as planned, although he declined to provide specific details while negotiations remain ongoing.

The potential deal has attracted attention across the industry, particularly given Evoke’s recent financial difficulties. The company reported a post-tax loss of £541 million in its most recent financial year and continues to carry substantial debt.

Chrysos said Bally’s remains satisfied with progress across the various workstreams required before any binding offer can be submitted.

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