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INTERVIEWS


America will remain Bally’s primary market. “But it will not surprise me if in the next five years it becomes fifty-fifty.”


No distractions Although it wants to grow in Asia,


Bally is not considering investing in electronic table games, says Mr Srinivasan. It is a new product cat- egory that has been quite successful in Singapore and is slowly making its way into Macau. Mr Srinivasan, who has worked


for Bally since 2005, replaced Gavin Isaacs in April. Mr Isaacs, the former chief operating officer, left the com- pany to join Shuff le Master Inc. as its chief executive. Mr Srinivasan previously headed Bally’s gaming systems unit. A change in leadership will not


translate into big changes in com- pany strategy. The biggest change so far is that all Bally’s units are now run in a “similar style”, he says. The company continues to buy


back its shares in the absence of other companies out there that are worth buying, according to Mr Srinivasan, and it is boosting its research-and- development budget. “We have more than doubled R&D in the last few years. R&D is our driver. That is what drives our growth,” says Mr Srinivasan. Some of the budget has been


spent on Bally’s player-communi- cation technology. Last month the company announced an agreement with Caesars Entertainment


will see the iVIEW Display Manager in-game


player-user-interface


led by the Philippine Amusement and Gaming Corp. “We see Asia-Pacific overall,


starting from Australia all the way up to the north, as a major area of growth for us


in the next three


years,” says Mr Srinivasan. “Our international revenue has


grown from above 5 percent of over- all revenue five years ago to about 20 to 25 percent now. And this 20 to 25 percent is of an expanded rev- enue base. Our total revenue is much higher now.” Even so, Mr Srinivasan believes that for the next few years, North


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stalled at its casinos. Bally describes iVIEW as a dynamic customer-re- lationship marketing tool


that in-


that will


cross-promote everything from gaming to dining to entertainment. While some might argue always-


on advertising can distract punters, Mr Srinivasan says it is not the case. “In all the experiments done so far in casinos, it has only helped game play. It has not hurt it.”


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