Bally's Corporation Reports Revenue Growth in Q2 2026 Despite UK Tax Increases

Bally's Corporation posted a 20.5% year-on-year revenue rise to $792.23 million for the second quarter of 2026, with its UK-facing business providing the main momentum that countered the effects of the UK's remote gaming duty increase from 21% to 40% starting April 1, 2026.

UK Business Performance Drives Overall Results

UK revenue growth reached 11.6% in Q2, up from 10.5% in the first quarter, and then climbed to around 13% in July without any additional marketing expenditure according to company figures. The higher tax rate created a $39 million negative impact on B2C EBITDAR, yet overall adjusted EBITDAR still increased by 8.3%. Those who track gaming operators note that the company achieved these figures through existing operational efficiencies rather than new promotional outlays.

Strategic Positioning Ahead of Evoke Acquisition

Bally's continues preparations for its planned acquisition of Evoke, the parent company of William Hill, with the UK growth serving as a key component in that integration strategy. Company statements indicate the revenue acceleration occurred across existing customer bases and product offerings, which allowed the business to absorb the duty change while maintaining momentum. Data from the quarter shows the UK segment delivered consistent gains that offset the tax-related pressure on margins.

Revenue totals for the quarter reached $792.23 million, representing the 20.5% increase compared with the same period in 2025. The UK contribution proved central to this outcome, as growth rates accelerated from Q1 through Q2 and into July. Those monitoring the sector note that the absence of extra marketing spend highlights operational leverage within the existing customer acquisition framework.

Market Context and Operational Details

The duty rise from 21% to 40% created immediate margin pressure across remote gaming activities, yet Bally's UK revenue still posted sequential improvement. Company disclosures show the business absorbed the change through volume increases rather than price adjustments or new campaigns. By July the growth rate had reached approximately 13%, extending the pattern established earlier in the year. Acquisition planning for Evoke continues alongside these operational results, with the UK performance providing a foundation for the combined entity's future positioning.

Financial reports released in the period detail how the tax impact remained isolated to the B2C EBITDAR line while adjusted figures showed resilience. The 8.3% rise in adjusted EBITDAR demonstrates that core business metrics improved even after accounting for the duty change. Industry data from the quarter aligns with Bally's reported trajectory, particularly in the online segment where growth occurred without incremental spend.

September 2026 Developments

As of September 2026, Bally's integration work with the Evoke acquisition remains ongoing, building on the Q2 momentum that carried through July. The company continues to report steady UK performance without shifts in marketing budgets, allowing the focus to stay on operational execution ahead of the transaction close. Those following the deal note that the revenue trends established in the second quarter provide context for the combined entity's expected scale in the UK market.

Conclusion

Bally's Q2 2026 results illustrate how UK revenue growth of 11.6% accelerating to 13% in July helped the company manage the effects of the April tax increase while delivering overall revenue of $792.23 million. The $39 million EBITDAR impact from the duty change did not prevent the 8.3% rise in adjusted EBITDAR, and preparations for the Evoke acquisition proceed alongside these outcomes. Company data and industry tracking confirm the growth occurred without added marketing investment, positioning the business for the next phase of its UK expansion.