Self-Serve Beer And Sports Betting? A Match Made In Heaven At Bally’s Sportsbook

Bally’s Wild Wild West in Atlantic City is getting a new sportsbook.

But the 15,228 square feet of NJ sports betting space — by far, the largest in AC — may not be the central conversation piece.

Once The Book opens, the “Beer Yourself” beer wall (as the artist’s rendering describes it) will likely generate that “Wow!” reaction.

Just as it sounds, it’s a self-service beer bar in which guests will double as bartenders. By the way, there will be 16 different brews on tap.

This unique concept could be the first of its kind in Atlantic City, once the NJ Division of Gaming Enforcement has given its stamp of approval.

The sportsbook is targeted for a mid-June soft opening.

Perfect pairing: NJ sports betting + beer

Drinking beer inside of an NJ sportsbook is not a new concept.

The majority of the current setups include bars with tabletop video poker. It’s hard to imagine a sportsbook without a bar of some sort. But there are always bartenders and waitstaff to serve drinks.

The self-serve beer concept will be fresh and unique to the Garden State crowd, but the concept does exist at other Caesars Entertainment-owned properties.

The Linq, on the Las Vegas Strip, currently has one inside The Book. That self-service beer wall has 24 selections on tap.

And based on concept images, the system looks pretty simple to figure out. It’s likely the self-service taps in AC will have a similar system when compared with The Linq, considering the two casinos have the same owner. The only differences will be as it relates to New Jersey regulations.

Of course, there will obviously be a few checks and balances for guests and their plans to fill up on beer.

Self-service beer taps aren’t the only thing at Bally’s

The Book at Bally’s Wild Wild West is one of three new retail sportsbooks coming soon to Atlantic City. Borgata (coming this summer) and Harrah’s are the others.

The latter could have its soft opening as early as Friday.

And there is a good chance both will be able to fit inside the Wild Wild West. Harrah’s is listed at 3,800 square feet. Borgata has not shared the square footage of its permanent space.

The number 15,228 is tough to beat. The William Hill (Caesars NJ Sportsbook), inside of Ocean Casino Resort, is currently the biggest at 7,500 square feet.

And The Book at Bally’s Wild Wild West will include much more than beer taps. Here are some additional details:

  • 98-foot-by 18-foot high resolution, LED television wall with surround sound
  • Opportunity to view three to 12 games simultaneously
  • 10 sports betting windows (one high limit area)
  • Betting kiosks
  • 102 seats (30 VIP)
  • Bar rail with latest video poker slots
  • Five private Fan Caves (can hold up to 10 people)
  • Fan Caves include high-resolution televisions, a foosball table and game consoles
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Wild Wild West scene in Atlantic City

Combine it all, and The Book will add to the party-like vibe that already exists on the Wild Wild West casino floor.

The space is sandwiched between Caesars and Bally’s. All three properties connect via indoor walkways and escalators.

The size of The Book is certainly going to be big enough for Caesars and Bally’s customers to share. The former remains the only AC casino without retail sports betting.

The Wild Wild West space currently has $5 table games, beer pong, live entertainment and, of course, we cannot forget the mechanical bull.

And the fact that Bally’s is about a month away from opening Atlantic City’s most expansive sportsbook with a self-serve beer station is no bull.

About the Author

Bill Gelman

Bill Gelman is a veteran sports writer based just outside of Philadelphia and not too far from the Jersey Shore. Bill spends time in Atlantic City writing about casino openings and expansions, special events and world championship boxing at Boardwalk Hall. He is now adding NJ sports betting and online gambling to the mix.