Bally’s expands in UK through groundbreaking Jelly Entertainment deal

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US iGaming heavyweight, Bally’s, have penned a deal with Jelly Entertainment to bring a fresh slate of games to the UK market. Jelly — a UK-based B2B gaming supplier — will now see a range of its titles published on Bally’s UK-owned sites like Jackpotjoy and Virgin Games, among others. 

Hit releases such as CleoPatrick, Witches Go Wild and Midas Riches will now be available on iGaming sites overseen by Bally’s. In addition, Rookie Racer and The Night Train TwinWays — two upcoming projects developed by Jelly Entertainment — shall also reside on Bally’s platforms. 

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News of this deal further seals Jelly Entertainment’s stable stature in the UK, with the brand recognised as a go-to resource for B2C iGaming providers. It is anticipated that this fresh contract will expand Jelly’s domestic reach and strengthen Bally’s already impressive presence in the UK.

Jelly Entertainment chief business development officer, David Newstead, gave his thoughts on the partnership: “This deal is another huge step forward for us. It significantly raises our profile among players in the UK and is a clear sign that the industry’s key players recognise the quality we have in content creation.”

Bally’s Interactive also commented on the deal through the team’s vice president of product, Craig Staples: “Jelly has quickly made waves in the UK thanks to its hit slots and straightforward, no-fuss partnerships. Teaming up with Jelly brings fresh, proven titles to our lineup, giving our players even more exciting options that are already crowd-pleasers in the UK”.

This agreement is the latest in a string of deals that have seen Jelly Entertainment expand worldwide operations. Before this, a recent deal happened earlier in January 2025 where it was announced that Jelly had partnered with Microgame, an Italian-based company, to bring its portfolio of slot games over to 50 operators throughout the the Italian market; while earlier contracts with South American and European groups again extended Jelly’s notable reach.

Similar efforts to bolster Jelly Entertainment’s global recognition are to be expected throughout 2025. The iGaming provider recently revealed a new company-wide strategy to enter markets in Romania, Canada and South Africa – underpinning the organisation’s understanding that expansion is crucial in the modern age.

The group onboarded a new CEO in late 2024, as Steven Matsell took the reins from current chief business development officer David Newstead. Significant internal restructuring took up a large portion of Jelly’s 2024 – and the UK outfit is now laser-focused on broadening its reach in all-new regions. 

As for Bally’s, the decades-old iGaming company gains a strong portfolio of games developed by top industry creatives through this commitment with Jelly Entertainment. Many titles within Jelly’s catalogue will also make their way over to the US market – of which Bally’s has stood at the heart for over 20 years.