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.”
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