Bally’s Corporation and Intralot have launched a new brand for their North American lottery technology operations, unveiling Bally’s Intralot in the US and Bally’s Intralot CA in Canada.
The rebrand follows Intralot’s acquisition of Bally’s Interactive assets in July 2025, while Bally’s also became an Intralot stakeholder – effectively merging the two.
Leadership, employees and existing contracts will remain unchanged under the new branding. Bally’s Intralot’s focus in North America remains the same as it was when the deal was first announced – B2B activities targeted towards state and provincial lotteries.
The business said the integration combines its digital capabilities and its Vitruvian data platform with Intralot’s lottery infrastructure to support future product development across the lottery and iGaming ecosystem.
Andrea Williams, Vice President of Marketing at Bally’s Intralot North America, backed up talk that the launch marks “the next chapter” for the firm.
“What makes this especially exciting for me is that it still feels so familiar,” she wrote on LinkedIn.
“We’re the same team, working with the same partners, serving the same North American lottery customers we care deeply about. Same people, same focus, same commitment.
“This moment isn’t about changing who we are, it’s about growing into what we’ve been building toward together and having even more behind us as we do it.
“What has changed is the look. As a proud UGA Bulldog and alum, moving to red and black feels just right.
“Really proud of this team and excited for what’s ahead as Bally’s Intralot Inc. in the US and Bally’s Intralot CA in Canada.”
The first big Bally’s and Intralot move
The branding follows a major strategic transaction between the two groups announced in July 2025. Under the agreement, Intralot agreed to acquire the international interactive business of Bally’s in a cash-and-shares deal valued at around €2.7bn (£2bn).
The deal, which was officially completed in October 2025, significantly expanded Intralot’s technology capabilities and strengthened its position in the global B2B lottery and gaming technology sector. At the same time, Bally’s increased its ownership in the Greek firm.
This latest move is in line with early talk from Intralot executives, who said at the time of the initial €2.7bn deal that the combined group would focus on expanding lottery technology services globally, with a particular focus on the US.