Bally’s Corporation has acquired the US’s premier professional beach volleyball organisation as the latest action within its diversification strategy.
The gaming group said the purchase of the Association of Volleyball Professionals (AVP), which operates the longest-running domestic beach volleyball tour in the US, represents the latest step in its ongoing omni-channel growth and diversification strategy.
Bally’s said the acquisition provides a significant opportunity to gamify and incorporate interactive content into the sport, which, in turn, will drive traffic to its own platforms and promote customer acquisition.
