Jamba was a free-to-play games site, but Gala transformed it into a fixed-odds betting site and online casino with significant investment. In 2001 they moved into online gaming and purchased Jamba from Carlton. In December 2000, they diversified outside Bingo by purchasing 26 Ladbroke Casinos from the Hilton Group for £235 million. Bass purchased Granada Theatre Limited's bingo clubs to merge with their existing Coral social clubs, and in October 1991, 17 clubs were re-branded under the Gala name. Gala Casinos began as Gala Bingo in 1991.
