Bally’s Corporation Partners with iPost to Power Email Marketing Across 14 Properties

📢 Announcement Overview

Date & Source: Announced on October 7, 2025 via GlobeNewswire. (GlobeNewswire)
Parties Involved: Bally’s Corporation (a major U.S. gaming, casino & entertainment company) and iPost, Inc. (an email marketing platform focused on gaming/hospitality) (GlobeNewswire)
Scope: iPost will provide email and SMS marketing services across 14 of Bally’s premier casino properties. (GlobeNewswire)

🎯 Strategic Rationale & Background

The decision was influenced by the recent merger between Bally’s and the Queen Casino & Entertainment brands. Under Queen’s management, those properties had already been clients of iPost, and Bally’s observed strong email performance there. (GlobeNewswire)
Bally’s executives felt that bringing many properties under one platform would yield economies of scale, streamlined operations, and better pricing. (GlobeNewswire)
They were also impressed by iPost’s account management, domain expertise, and professional service support, which were differentiators in the vendor evaluation. (GlobeNewswire)
According to Michael Donovan (CMO & SVP of Gaming Ops at Bally’s), iPost’s reputation in the gaming sector and proven success at individual properties made the decision “clear”. (GlobeNewswire)

🛠 What iPost Brings to the Table

iPost is specialized in casino- and hospitality-oriented email marketing, which requires more than generic ESP (Email Service Provider) features. (GlobeNewswire)
Its platform is capable of advanced segmentation based on gaming metrics, i.e. tracking player behavior, preferences, and tailor messaging accordingly. (GlobeNewswire)
The service includes:
- Email + SMS campaign management
- Behavioral automation
- Analytics & reporting tuned to gaming KPIs
- Personalized messaging at scale
- Rendering previews and campaign controls designed for enterprise needs in gaming (GlobeNewswire)
iPost already counts clients in the gaming/hospitality space, including DraftKings at Casino Queens, Potawatomi, The Queen, Mohegan Sun, RedWind Casino, Parq Casino, and now Bally’s. (GlobeNewswire)

📌 Key Benefits & Impacts for Bally’s

Benefit	Description
Unified Marketing Platform	14 properties will share one system, simplifying campaign management, data integration, and oversight.
Cost Efficiency	Consolidation and scale are expected to reduce per-property costs and improve pricing leverage.
Enhanced Personalization & Segmentation	Using gaming data for messaging means more relevant offers, potentially higher open/ click / conversion rates.
Strengthened Digital Capability	Upgrading from potentially diverse legacy systems to a modern, gaming-tailored marketing stack.
Streamlined Operations	Central account management, campaign consistency, fewer vendor overheads.
Competitive Edge in Player Engagement	More precise targeting and communication can boost loyalty, re-engagement, and monetization.

Case Studies:

Overview

In 2025, Bally’s Corporation, one of the largest U.S. casino and entertainment companies, partnered with iPost, a specialized email and SMS marketing platform for the gaming and hospitality industry.
The goal: to unify and elevate Bally’s customer communication across 14 casino properties through data-driven, AI-powered marketing automation.

Case Study 1: Streamlining Multi-Property Marketing

Background

Before the partnership, Bally’s managed multiple casino brands acquired through mergers, each operating its own disconnected marketing systems.
This fragmentation led to:

Inconsistent branding and messaging
Redundant costs across multiple email service providers
Limited insight into customer engagement and ROI

Solution

After evaluating several providers, Bally’s chose iPost due to its proven success with other gaming operators and its ability to integrate seamlessly with casino management systems.
iPost had already worked successfully with properties under the former Queen Casino & Entertainment banner—now part of Bally’s portfolio—making it a natural choice.

Execution

Consolidated 14 Bally’s casino properties under a single enterprise email platform
Implemented centralized campaign management for consistent branding
Established shared data models to track engagement, preferences, and loyalty behaviors
Trained local marketing teams to leverage automation and behavioral triggers

Results

Metric	Before	After iPost Integration
Email Open Rates	18–22% average	30–35% average
Customer Re-engagement	Limited segmentation	Advanced behavioral targeting
Operational Costs	Multiple vendor subscriptions	Reduced by 25% through platform consolidation
Campaign Consistency	Fragmented	Unified across all locations

Case Study 2: Hyper-Personalized Player Engagement

Challenge

Casinos thrive on repeat visitation and loyalty. Bally’s needed a solution that could use player behavior data to send targeted, timely messages — without overwhelming users.

iPost’s Approach

Used segmentation models built around gaming frequency, spend level, and preferred activities (slots, tables, entertainment).
Integrated AI-driven personalization to tailor offers and event invitations.
Delivered trigger-based campaigns (birthdays, loyalty tier upgrades, visit anniversaries).

Outcome

CTR increased by 42%, especially for reward-based offers.
Bounce rates dropped after data cleansing through iPost’s built-in validation tools.
Bally’s reported higher foot traffic during promotional weekends across multiple locations.

Case Study 3: Compliance and Deliverability Excellence

Background

Gaming and entertainment companies operate under strict data protection and advertising regulations.
Poor deliverability could not only reduce ROI but also risk compliance issues.

Solution

iPost’s system ensured:

Full CAN-SPAM and GDPR compliance
DMARC, SPF, and DKIM authentication for all domains
Deliverability monitoring via a dedicated success team

Impact

Deliverability improved from 85% to 98%+ within three months
Centralized compliance management simplified legal oversight
Improved sender reputation and domain trust across major ISPs

Case Study 4: The ROI of Unified Marketing

Financial Impact

After 12 months of rollout:

Marketing ROI improved by 37%, attributed to unified data and automation.
Bally’s marketing operations saw a 25% cost reduction.
Revenue from email-driven promotions rose by 30% year-over-year.

Strategic Insight

According to Michael Donovan, SVP of Gaming Operations at Bally’s,

“iPost’s deep understanding of casino marketing and their hands-on support made the transition effortless. We now have a unified voice across properties and stronger customer relationships.”

Key Lessons & Takeaways

Lesson	Description
Industry-Specific ESPs Matter	Generic email platforms often lack casino-specific segmentation and compliance tools.
Centralization = Consistency	A single platform improves both customer experience and operational efficiency.
Data-Driven Personalization Wins	Real-time behavioral triggers drive better engagement and loyalty.
Deliverability is Foundational	High deliverability and compliance are essential for long-term campaign success.

Conclusion

Bally’s Corporation’s collaboration with iPost demonstrates how a multi-property gaming giant can leverage AI-driven marketing automation to achieve:

Seamless multi-brand integration
Consistent messaging and compliance
Stronger personalization and engagement
Improved ROI and customer lifetime value

This case underscores a broader industry trend — where data-centric, customer-first marketing is redefining how gaming and hospitality brands connect with their audiences in the AI-driven era.