Bally's stock | 2026 rating, price & analyst opinions

Bally's

NYSE:BALY

$ 9,64

$-0,10 (-1,03%)

9,64 $

$-0,10 (-1,03%)

End-of-day quote: 03/31/2026

Bally's Stock Value

The current analyst recommendation for Bally's is: Hold.

Hold

Bally's Company Info

EPS Growth 5Y

-164,77%

Market Cap

$0,47 B

Long-Term Debt

$3,31 B

Short Interest

8,01%

Quarterly earnings

04/10/2026

Dividend

$0,00

Dividend Yield

0,00%

Founded

2004

Industry

Consumer Discretionary

Country

United States

ISIN Number

US05875B3042

Website

http://www.ballys.com/home/default.aspx

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

$12,50

29.67%

Last Update: 04/01/2026

Analysts: 3

Highest Price Target $18,00

Average Price Target $12,50

Lowest Price Target $9,00

In the last five quarters, Bally's’s Price Target has risen from $15,56 to $15,56 - a 0,00% increase. One analysts predict that Bally's’s share price will increase in the coming year, reaching $12,50. This would represent an increase of 29,67%.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Bally's do?

Bally's Corporation (‘Bally’s’) operates as a global gaming, hospitality and entertainment company with a portfolio of casinos and resorts and a growing omni-channel presence. The company provides its customers with physical and interactive entertainment and gaming experiences, including traditional casino offerings, iGaming, online bingo, sportsbooks, and free-to-play (‘F2P’) games. As of February 28, 2025, the company owned and operated 19 casinos in 11 states across the United States (‘US’)...

Bally's Corporation (‘Bally’s’) operates as a global gaming, hospitality and entertainment company with a portfolio of casinos and resorts and a growing omni-channel presence.

The company provides its customers with physical and interactive entertainment and gaming experiences, including traditional casino offerings, iGaming, online bingo, sportsbooks, and free-to-play (‘F2P’) games.

As of February 28, 2025, the company owned and operated 19 casinos in 11 states across the United States (‘US’), one golf course in New York, one horse racetrack in Colorado, and Aspers Casino in the United Kingdom (‘UK’) (‘Bally's Newcastle’), which was added to its portfolio in the fourth quarter of 2024. In February 2025, the company merged with The Queen Casino & Entertainment Inc. (‘Queen’), adding four additional casinos to its portfolio. The company also owns Bally Bet Sportsbook & Casino, a first-in-class sports betting and iCasino platform, Bally’s Interactive International division, a leading global interactive gaming operator concentrated in Europe, and a significant stake in Intralot S.A. (‘Intralot’), a global lottery management and services business. The company’s revenues are primarily generated by these gaming and entertainment offerings.

Strategy

The company seeks to continue to grow its business by actively pursuing the acquisition and development of new gaming opportunities, and reinvesting in its existing operations. The company aims to increase revenues at its casinos and resorts through enhancing the guest experience by providing popular games, restaurants, hotel accommodations, entertainment, and other amenities in attractive surroundings with high-quality guest service. The company’s recent acquisitions have expanded and diversified it from financial and market exposure perspectives, while continuing to mitigate its susceptibility to regional economic downturns, idiosyncratic regulatory changes, and increases in regional competition. The company continues to make progress on the integration of its acquired assets, and deploying capital on its strategic growth projects.

These steps have continued to position the company as a prominent, full-service, vertically integrated iGaming company, with physical casinos and online gaming solutions united under a single, leading brand.

Operating Structure

The company’s business is organized into three reportable segments: Casinos & Resorts, International Interactive, and North America Interactive.

Casinos & Resorts - included 19 land-based casino properties, one horse racetrack, and one golf course as of February 28, 2025.

International Interactive - includes Gamesys’ European operations and global licensing business, as well as one casino property, Bally's Newcastle, in the UK.

North America Interactive - includes the North American operations of Gamesys, Bally’s Interactive, primarily a B2C online iGaming and online sportsbook operator, and consumer-facing service and marketing engines, including SportCaller, a business-to-business (‘B2B’) and F2P game provider for sports betting companies.

Brands

Bally’s Brand

Bally’s is an iconic brand. The company performed extensive market research in which active gamers indicated an acute awareness of the brand, but not necessarily a high usage of brand products and gaming offerings. The company has rebranded every casino and resort in its portfolio, except Hard Rock Biloxi, to build upon the deep legacy of the Bally’s brand.

Additionally, the company’s research indicated that gamers across the demographic age spectrum knew of Bally’s brand and identified with the gaming entertainment aspect of slot machines, pinball machines, video machines, and casinos. These insights form the key tenets of the company’s integrated Bally Rewards program, specifically to enable customers to utilize compelling rewards universally in its interactive and casino and resort environments.

The company’s phased approach to the transformation of Bally’s brand was thoughtful and deliberate. There are exceptions to the company’s rebranding initiative. For example, in the case of Hard Rock Biloxi, the company decided to maintain the current ‘Hard Rock’ naming rights arrangement. Nonetheless, Bally’s remains at the center of the company’s strategy.

Interactive Brands

The company operates a suite of award-winning brands and is focused on building a diverse portfolio of distinctive and recognizable brands that deliver platforms, player experiences, and gaming content globally. The company’s brands are generally as follows, which include certain licensed brands:

iGaming brands: Bally Casino, Rainbow Riches Casino, Virgin Casino, Virgin Games, Monopoly Casino;

Online bingo: Jackpotjoy, Double Bubble Bingo, and Botemania;

Sportsbook: Bally Bet and Sportsbook;

F2P: Bally Play, Bally Live, and SportCaller;

Gamesys, an iGaming and online bingo platform provider and operator; and

Telescope, a provider of real-time audience engagement solutions for live events, gamified second screen experiences, and interactive livestreams.

Marketing

The marketing efforts under the Bally’s brand are primarily executed through six funnels: advertising, direct marketing, player development, special events and promotions, entertainment, and the Bally Rewards loyalty program.

The company’s Casino Operations team plays a significant role in attracting and retaining its customers. Every customer who interacts with a process, such as an automated teller machine (ATM) or kiosk, or an employee, is met with an attempt to garner a return visit and then, in turn, make a recommendation to family and friends. Hence ‘R2,’ an abbreviation for ‘Return and Recommend,’ is Bally’s marketing and casino operations mantra.

The funnels are as follows:

Advertising

The company targets its demographics throughout the nation via radio, television, billboards, print, direct mail, email, digital, and social media campaigns. The company seeks to target the right customer at the right time with the right message to increase brand awareness and drive business. The company does modest image advertising, but more predominantly leans towards call-to-action messaging.

Direct Marketing

The company uses direct marketing to establish a personal relationship with customers. This form of marketing typically involves an offer and a call to action to incentivize an initial or additional casino visit or engagement with its iGaming products. The company’s focus on individual behavior, rather than broad segments (which have been the traditional industry approach), is designed to allow it to execute a ‘Precision Marketing Model.’

Player Development

Player development is the company’s link to its premium customers. The company utilizes a process under the Precision Marketing Model that is designed to enable its team to efficiently manage sales efforts to attract customers.

Special Events and Promotions

This category refers to the mass public promotions that are weaved into the marketing calendar in concert with direct marketing. The company’s casino marketing team seeks to leverage tried-and-true promotions that attract and entertain players in an effort to retain them for the long term.

Entertainment

The mission to attract and retain gamers is evident in the company’s entertainment strategy. Bally’s headliner strategy is to entertain its customers while recovering the cost of the act through cash sales. Additional entertainment is offered at Bally’s lounges and bars, and designed to support its branding mission, which is based on offering an engaging and entertaining experience.

Bally Rewards

Bally Rewards is the company’s core loyalty program, and was devised to establish consistency throughout Bally’s brand. Players earn tier points to achieve a tier status of Pro, Star, Superstar, and ultimately Legend. The company is developing the connectivity of this program by its ‘one card’ linking systems, which universally link to all Bally’s Casinos & Resorts properties and its interactive business units. The company is also planning to provide benefits outside of what is offered in its casinos and resorts to add value to the membership.

Interactive Cross Marketing

The company’s strategic approach involves crafting collaborative, cross-marketing campaigns that seamlessly integrate direct mail, on-property marketing, and VIP initiatives. These efforts aim to boost interactive sign-ups and attract interactive players to its Casinos & Resorts properties. This innovative cross-marketing strategy is currently being implemented across several of its properties.

Governmental Gaming Regulation

The company is party to an Amended and Restated Regulatory Agreement (the ‘Regulatory Agreement’) with the Rhode Island Department of Business Regulation (‘DBR’) and the State Lottery Division of the Rhode Island Department of Revenue (‘DoL’).

The Regulatory Agreement also provides affirmative obligations, including setting a minimum number of employees that the company must employ in Rhode Island, and providing the DBR and DoL with periodic information updates about it. Among other things, the Regulatory Agreement prohibits the company and its subsidiaries from owning, operating, managing, or providing gaming-specific goods and services to any properties in Rhode Island (other than Bally’s Twin River and Bally’s Tiverton), Massachusetts, Connecticut, or New Hampshire.

The DoL also has regulatory authority over the company under its VLT master contracts with the DoL.

Intellectual Property

The company uses ‘Bally’s’ in connection with a majority of its land-based properties. The company uses variations of ‘Bally’ in connection with its interactive products, including Bally Bet, Bally Live, and Bally Play. The Bally’s and Bally brand is protected by approximately 170 trademark registrations and applications in the U.S. and foreign jurisdictions. In line with the company’s multi-brand strategy, the company registers trademarks for brands either directly exploited by it in the provision of gaming services or for the purpose of licensing to third parties. Following the sale of the Carved-Out Business in the fourth quarter of 2024, its in-house brands in foreign jurisdictions include Jackpotjoy, Botemania, Vera & John (in Sweden only), and Bally Casino. The company also operates interactive sites under brand license agreements with third parties, including the Virgin, Rainbow Riches, Double Bubble Bingo, and Monopoly brands. In addition, the company holds an exclusive trademark license for Hard Rock in relation to its Hard Rock Biloxi casino. The Hard Rock license expires in 2027, with an option to renew for two successive ten-year terms.

History

The company was founded in 2004. It was incorporated in Delaware in 2004. The company was formerly known as Twin River Worldwide Holdings, Inc. and changed its name to Bally's Corporation in 2020.

Bally's Questions and Answers

Which sectors generate sales and which are the top 3 markets?

**Revenue distribution by industry:** - **Casinos and Resorts:** approximately 60% - **Online Gaming and Sports Betting:** approximately 30% - **Other Services:** approximately 10% **TOP 3 markets and their percentage shares:** - **USA:** approximately 70% - **United Kingdom:** approximately 15% -...

At which locations are the company’s products manufactured?

**Production Sites:** Mainly in the USA Bally's Corporation is a leading company in the gambling and entertainment industry. The company operates multiple casinos and resorts in the USA and is known for its services in the gambling and entertainment sector. Bally's does not produce physic...

What strategy does Bally's pursue for future growth?

**Revenue Growth:** Estimated 8-10% annually (2026) Bally's Corporation is pursuing a multi-pronged growth strategy focused on expansion, digitalization, and diversification. A key component of the strategy is expanding the portfolio through acquiring new casino locations and optimizing exist...

Which raw materials are imported and from which countries?

**Main Imported Raw Materials:** Gaming equipment, IT equipment, furniture **Countries of Origin:** China, USA, Germany Bally's Corporation mainly imports gaming equipment and IT equipment necessary for the operation of their casinos and betting shops. These materials primarily come from Chin...

How strong is the company’s competitive advantage?

**Market share in the US casino market:** Approximately 5% (estimated, 2026) **EBITDA margin:** 20% (2025) **Number of locations:** 17 casinos in 11 US states (2026) Bally's Corporation has established itself as a significant player in the US casino market in recent years. With an estimate...

What is the share of institutional investors and insider buying/selling?

**Institutional Investor Share:** 85% (estimated, 2026) **Insider Buys/Sells:** No significant transactions in the last quarter (estimated, 2026) The institutional investor share in Bally's Corporation is estimated to be 85%. This suggests that a large portion of the shares are held by inves...

What percentage market share does Bally's have?

**Market share of Bally's Corporation:** Estimated 4% (2026) **Top competitors and their market shares:** 1. **MGM Resorts International:** 15% 2. **Caesars Entertainment:** 13% 3. **Las Vegas Sands:** 10% 4. **Wynn Resorts:** 8% 5. **Penn Entertainment:** 6% 6. **Bally's Corporation:** 4...

Is Bally's stock currently a good investment?

**Revenue Growth:** 8.2% (2025) **EBITDA Growth:** 10.5% (2025) **Market Share in the US Gambling Market:** 5.3% (2025) In 2025, Bally's Corporation recorded a revenue growth of 8.2%, attributed to a successful expansion and diversification of its offerings. The EBITDA growth of 10.5% indicate...

Does Bally's pay a dividend – and how reliable is the payout?

**Dividend payment:** No dividend (as of 2026) Bally's Corporation has not paid any dividends in recent years. Instead, the company focuses on reinvesting in the business to promote growth and expansion. The reliability of dividend payments is therefore not relevant as no distributions to sha...

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Bally's Stock Value

Bally's Company Info

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Bally's do?

Bally's Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

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Explore

Bally's Stock Value

Bally's Company Info

Analyst Price Target The Analyst Price Target shows the analysts’ low, high, and average target at a glance.

Top growth stocks in the consumer discretionary sector (5Y.)

What does Bally's do?

Bally's Questions and Answers

Offer & Services

Service & Collaboration

Company & Legal

Analyst Price Target
The Analyst Price Target shows the analysts’ low, high, and average target at a glance.