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Bally's BALY Casinos & Resorts — Marketing costs

Other segment segments

Bally’s Intralot B2C
$25.64M+120%
North America Interactive
$14.09M+99.8%
Bally’s Intralot B2B
$1.33M—

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$171.75M+41.0%

Other financials

Income statement

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Revenue$755.7M+105%
Operating income$91.6M+5,161%
Net income-$161.9M-569%
EPS (diluted)-$2.69-572%

Balance sheet

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Cash & equivalents$653.4M+183%
Total debt$6.8B+23.0%
Total equity$791.3M-0.6%
Total assets$10.9B+45.9%

Cash flow

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Operating cash flow-$145.0M-445%
CapEx$38.9M+27.6%
Free cash flow-$183.9M-1,693%

Valuation

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Market cap$637.31M+30.7%
Enterprise value$6.81B+14.5%
P/S0.1×-0.1×

Profitability

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Operating margin-4.2%-1.4pp
Net margin-25.3%+31.2pp
FCF margin-12%—

Returns & leverage

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Return on equity-144%-434pp
Debt / equity8.6×+1.7×
Current ratio1.1×+0.4×

Where this comes from

Reported directly by Bally's in its filing.

Tagged under the XBRL concept us-gaap:MarketingExpense.

The source filing: Bally's’s 10-Q, filed May 18, 2026.

Filed
May 18, 2026, 4:57 PM EDT
Fiscal quarter
Q1 FY2026
Calendar quarter
Q1 2026
Accession
0001747079-26-000046
Three Months Ended March 31, 2026 (Successor)Casinos & ResortsBally’s Intralot B2BBally’s Intralot B2CNorth America Interactive
Revenue$379,728$73,956$239,938$60,456
Less: segment expenses
Marketing costs17,0091,32525,63814,085
Gaming tax59,91951350,33216,362
Compensation114,38722,65728,73710,691
Other direct costs—15,40530,07015,201
Casino property costs43,074———
General and administrative26,7079,58610,7816,445

ITEM 1. Financial Statements

FAQ

What is Bally's's casinos & resorts — marketing costs?
Bally's (BALY) reported casinos & resorts — marketing costs of $17.01M in Q1 2026.
How has Bally's's casinos & resorts — marketing costs changed year-over-year?
Bally's's casinos & resorts — marketing costs increased by 46.5% year-over-year, from $11.61M to $17.01M.
What is the long-term trend for Bally's's casinos & resorts — marketing costs?
Over 3 years (2022 to 2025), Bally's's casinos & resorts — marketing costs has grown at a 31.5% compound annual growth rate (CAGR), from $66.17M to $150.59M.
What does casinos & resorts — marketing costs mean?
This tracks the total expenditure dedicated to advertising, promotional campaigns, and customer acquisition efforts within the segment. It is a key metric for evaluating the efficiency of marketing spend in driving foot traffic and player engagement.

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