BALLY INTERACTIVE
Bally goes interactive…
Mike Daly V
ery few of today’s big online players can say that they’ve been around since 2002 let alone 1932. Such is the history and legacy of Bally Technologies, inc. who, in October of this year, announced a new
business division – Bally Interactive. Through this new division Bally would offer casino operators the ability to augment their land-based casino gaming with mobile and online play-for-free and wager-based games. At the time of the announcement the Company’s Chief Executive Officer, Richard M. Haddrill, said: “As gaming expands outside the casino floor, our technologies will enable casino operators to reach their patrons wherever they are, bringing the casino to the players, and bringing players back to the casino.” Casino International Online caught up with Bally
Technologies’ Senior Director of Business Development, Mike Daly, to talk about this exciting new development for the global giant.
When the oldest slot manufacturing company in the world says it’s going ‘Interactive’ you’d better pay attention, as Matt Broughton discovers…
Casino International Online (CIO): How long has the new division been ‘under construction’? Mike Daly (MD): We’ve been developing our
interactive strategy for some time now, watching the industry and the trends, discussing with our customers, and being very thoughtful in our decision making. We decided to announce the week of the 2011 Global Gaming Expo because the time was right and we were going to be showcasing some of our interactive products at the show.
CIO: What will the new division be responsible for?
MD: Bally Interactive will encompass the company’s Mobile, Internet, and Social initiatives, complementing our traditional games and systems business lines and supporting our customers as they expand their marketing and gaming offerings to the online world.
CIO: What was the catalyst for this new division’s creation? MD: The catalyst was the acceleration of mobile and online gaming, and gaming-related online marketing across the globe, and our desire to give gaming operators a “single view of the player” and enable casinos to deliver a powerful experience to their patrons, giving them a “single view of the casino” across all platforms, whether they are on the casino floor, at home or on the move. We’ve been developing our interactive strategy for the past couple years, watching the industry and waiting until the time was right for us to announce. Part of our Bally Interactive strategy was the acquisition of MacroView Labs, a company we bought last July. MacroView was - and Bally Mobile is now - the world’s leading provider of custom mobile apps for the casino industry.
CIO: What do you see as the most exciting
repercussions of this move? MD: We’re obviously thrilled about Bally
Interactive. Through this new division we’ll be able to 80 JANUARY 2012
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