Bally’s Corporation has announced that it has completed its previously announced merger with Gamesys Group, a UK-based leading global online gaming operator, following the receipt of all necessary regulatory requirements and shareholder approvals.

A press release says the transaction “transforms Bally’s into a premier, global, data-driven omni-channel gaming company.”

The combination will see Gamesys’ proven technology platform augment Bally’s continued buildout of its interactive offerings in North America, including real-money gaming options in online sports betting and iGaming.

Additionally, unifying Bally’s and Gamesys’ player databases and technologies provides Bally’s with one of the largest portfolios of omni-channel cross-sell opportunities, consisting of land-based gaming, online sports betting, iCasino, poker, bingo, daily fantasy sports, and free-to-play games, notes the release.

Soo Kim, Chairman of Bally’s Board of Directors, said, “Bally’s acquisition of Gamesys transforms our company into the premier omni-channel gaming company. We welcome the 1,800 members of the Gamesys team to the Bally’s family, and we welcome your strong technology capabilities and your proven international business acumen. We cannot wait to see what we are able to accomplish together in the US and beyond.”

Former Gamesys CEO Lee Fenton will now become Bally’s CEO. Additionally, former Bally’s CEO George Papanier will assume the role of President, Retail, for Bally’s land-based casino business, and former Gamesys COO Robeson Reeves will assume the role of President, Interactive. Further, Fenton, Reeves, and Jim Ryan, former Gamesys Non-Executive Director, have been appointed to serve on Bally’s Board of Directors.

Fenton, the newly-appointed CEO of Bally’s, added: “I am honored to have the opportunity to lead Bally’s in the next phase of our evolution. Our business is transforming from being a regional casino operator into an industry leader in retail, sports, media, and igaming, which will see us bringing together a set of assets that gives us a formidable platform for growth as a digital-first leader in global gaming entertainment. With Gamesys now part of the Bally’s family, I look forward to delivering on the exciting opportunities ahead and continuing to create value for our shareholders, employees, and customers in the years to come.”