BALLY INTERACTIVE
offer casino operators the ability to augment their land-based casino gaming with mobile and online play-for-free and wager-based games, as well as online social experiences that keep their players engaged with the casinos when not on property. And we’ll be able to integrate our mobile and Internet solutions with our core casino-management systems, player-tracking systems, and business- intelligence solutions
to give our customers a single view of their patrons.
CIO: Why hasn’t this happened sooner? MD: Bally has been very strategic and thoughtful in
the way we launched Bally Interactive. We wanted to make sure that internally we were ready for this. With the acquisition of a mobile company, the completion of some key technology milestones, and some other important steps we took regarding getting personnel, resources, and structure in place, we felt like we were ready to formally launch.
CIO: What do you think Bally brings to the
interactive sector that isn’t already fulfilled in the market? MD: We are one of the world’s leading gaming
systems companies, and as such our systems provide the back-end accounting, slot monitoring, and player tracking for some of the world’s largest casino operators. We feel this is really a true differentiator when it comes to Bally Interactive versus other providers. We can integrate our mobile and Internet solutions with our core slot-
management and casino-management systems and Bally Business Intelligence to give casinos a single view of their player. This integration will enable casino operators to reach their patrons
wherever they are, bringing the casino to the players, and bringing players back to the casino. It’s very exciting. This integration will enable our customers – the
casino operator – to stay connected to player trends and behavior, as well as give their patrons access to player’s club accounts when they are at home or on the go.
CIO: What are the first products people can
expect to see from Bally Interactive? MD: Well, the mobile facet of Bally Interactive is
already going full steam, providing custom apps and complete mobile-marketing solutions to casinos for a number of different mobile platforms. This market- leading, cloud-based solution will soon be integrated with our slot and casino-management systems to offer players 24-hour access to their player’s club accounts, and to also offer play-for-fun versions of popular Bally casino games. Over the next year you’ll see us offer a complete
cross-platform solution to casino operators that will encompass land based, mobile, online and systems. This will include both online and mobile play-for-free as well as wager-based versions of popular Bally casino games that we’ll make available to casino operators to offer their patrons. We will never compete with casinos, but will be here to provide them the ability to offer such solutions to augment their land-based offerings.
JANUARY 2012 81
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