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COVER STORY


by picking one of six reel symbols which determine how often they will get the U-Spin Wheel Bonus and how much they can win. A dynamic pay table means that the prizes on each wedge of the game’s giant touch-screen wheel change depending on which reel symbol is chosen and the player’s bet level.


Vegas Hits Road Trip is another game that


features Bally’s U-Spin play mechanic and is part of Bally’s high-performing Digital Tower Series. Its double-stacked wheel configuration brings an entertaining, retro Vegas experience to the casino floor and whisks the players to a nostalgic time where the thrill of 16 bonus possibilities on double, vibrant wheels is a thrilling reality. Crowning the game is a topper that closely resembles the famous “Welcome to Las Vegas sign, a Las Vegas Strip landmark recognized worldwide.


“Our new play mechanics, combined with our


interactive games, will surely attract the attention of players in Europe,” said Marco Herrera, Bally’s Vice President - EMEA region. “Our number-one priority is helping our customers become profitable. We are confident in the great line-up of products coming down the pipeline and in the exceptional cabinets in which they are presented; our commitment to being our customers’ partner in innovation has never been better exemplified.”


Bally continues to enhance its systems product offering with powerful enterprise-wide solutions designed to maximize profitability, return-on- investment, and player loyalty.


Bally’s iVIEW Display Manager (DM) is a picture- in-picture style player-user-interface for slot machines. This backwards-compatible technology, which works on any manufacturer’s gaming devices with a touch-screen, has evolved into a self-service “kiosk”, enabling players to carry out many functions, including ordering drinks, requesting their car from valet, and reviewing their offers. As a point-of-sale device, it enables players to conduct banking functions and purchase lottery tickets and race and sports wagers without leaving their seat. Streaming video functions even enable players to watch live sporting events and TV programs.


But the real benefit is the way this technology can


add new levels of excitement and anticipation to game play. When combined with Bally’s Elite Bonusing Suite applications which deliver floor-wide, interaction promotions, iVIEW DM offers a second- chance-to-win and the ability for players to earn valuable rewards, all without interrupting play on their base game. These interactive applications enable players to spin wheels, select and root for their favorite contest-driven car or horse, get instant rewards on their birthday, and participate in floor- wide slot tournaments.


“iVIEW DM, working in conjunction with the Elite


Bonusing Suite, enables operators to create a unique level of excitement throughout their property by offering simultaneous, casino-wide promotional events,” Herrera said. “With iVIEW DM, we can demonstrate to operators that we have a server-based solution that delivers a quantifiable return on investment.”


Another great product that reiterates Bally’s


leadership in the systems business is Bally Business Intelligence (Bally BI). This solution allows gaming operators to analyze and visualize the extensive data gathered throughout their enterprise. Bally Business Intelligence gathers data from the various business systems, and integrates that data into consistent actionable information across the multiple departments and casinos within the organization. Using Bally Business Intelligence, casino operators can now easily analyze customer, slots, tables, bingo, poker, hotel, ppoint-of-sale, and other information with over 500 key performance indicators built into the system. Bally BI includes campaign management, predictive modeling, visual analysis, reporting, and analytics.


Among the arsenal of powerful and scalable


systems solutions we find Bally MultiConnect, a product suitable for VLT, Class II, and Class III markets. MultiConnect represents a real breakthrough in player’s club management. It provides slot-management reporting tools for multi- property gaming operations. It also consolidates data from any number of gaming locations into one reporting system with the simple click of a button, and allows you to assess your gaming operations at any level within your organization. Additionally, the benefit of one permanently unified set of accounting reports will ease the burden of regulatory compliance, taxation reporting and overall management of multi-layered organizations.


At the nucleus of Bally’s server-based solutions is


Bally Command Center. This download-and- configuration-ready solution not only provides a connection to a wide variety of gaming devices on the casino floor, but can also manage content on the iVIEW network and is able to manage software updates on peripherals. Based on the open GSA protocols, Bally Command Center provides a platform to unify previously separately controlled devices under one managed application with easy-to-use wizards. This provides a means of creating a dynamic gaming-floor configuration that will maximize players’ experiences and most of all – casino revenue.


“We are committed to customer-driven innovation


as we continue to place the customer at the center of everything we do,” Isaacs said. “We want to establish solid partnerships with our customers, where our success as a company is directly related to our customers’ success.”


Bally Presents New Europe Management Team


Marco Herrera has been named Vice President and Managing Director of Bally Europe, Middle East, and Africa to oversee games and systems sales, service, and support. Since 2006, Herrera has served as Vice President and Managing Director of Bally Technologies’ MCC casino and slot-management system division in Nice, France.


David Barrie has been appointed as Director of Game Sales. Barrie will manage the regional sales force and oversee all gaming equipment sales and operations throughout Europe and northern Africa. Most recently, Barrie served as Director of Russia for Aristocrat Technologies. While at Aristocrat, he consistently outperformed targets by three-digit percentages and generated business opportunities in new territories within the Europe, Middle East, and Africa region.


Shellie Meagher


was also named Director of Systems Sales. Meagher will be responsible for system sales within the European and North African regions. Prior to joining Bally, Meagher was Director, Enterprise Accounts for RightNow Technologies, Inc., a provider of on- demand customer experience software solutions for consumer- centric organizations.


Herrera, Barrie, and Meagher will


be based in Bally’s European headquarters located in Amsterdam, The Netherlands. Their most immediate objective will be to lead Bally’s expansion in both western and eastern Europe, focusing on increasing product penetration while further establishing Bally’s presence and leadership in this important gaming market.


JANUARY 2011 29


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