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EUROPEAN UPDATE BallywinsPenn systems deal

BallyTechnologies secures major systems contract with Penn National Gaming in US

Bally Technologies has secured a contract with Penn National Gaming in the US to provide its ACSC slot-management system and an array of marketing and bonusing technology to Penn National’s three casino properties currently in development, as well as the Empress Casino in Joliet, Ill.

Penn National Gaming has selected Bally systems for their next three casino openings, including Ohio’s first two casinos: Hollywood Columbus and Hollywood Toledo, and Hollywood Perryville, the first casino to open in Maryland. In addition to the new properties, Penn will replace a competitor’s system at the Empress Casino Hotel in Chicagoland.

“We are very pleased to be entering into an agreement with Bally,” said Tom Beauchamp, Chief Information Officer for Penn National Gaming.

“It is both reassuring and rewarding that Penn National recognises our long-term commitment to systems and our technology vision for the future,” said Richard Haddrill, Chief Executive Officer of Bally Technologies. “Penn is a very experienced and knowledgeable operator, and it is very gratifying that they chose Bally Technologies.”

Chapter closes on Gran Scala project

A spokesman of theTrade and Industry department of Spain’s Parliament ofAragon, Jose Ignacio Senao, has stated that the gaming and leisuremega-resort, Gran Scala, is officially dead in the water. "We have been fooled!All the people ofAragon have been fooled!” saidMr. Senao in relation to the failed initiative and large amount ofmoney already spent on the planned development. “Themega-resort project of Gran Scala is one of the prime failures of the Government of Aragon in the area of Industry, Commerce andTourism,” saidMr. Senao. “There are initiatives to replace the original project, but I consider they aremuch worse.”

Mr. Haddrill added, “It is important to us that Penn selected us not just for the new casinos, but also to add value to their newly remodeled Empress Casino. For Bally, this validates our commitment to add value to new and existing products and businesses.”

RichardHaddrill, CEO Bally Technologies.

Penn NationalGaming Inc. broke ground on

itsHollywood Casino in August, two years

ahead of the planned 2012 opening. The US$250m

290,000sq.ft. casino

will opening in the first half of 2012 and feature 2,000slot

machines, 60table games and a poker roomwith 20tables.

Building on the core functionality of the ACSC system for slot monitoring, casino accounting, and hotel functions, Penn has selected Bally’s hardware and software for player development to track, reward, and retain players and build a comprehensive patron database for marketing from the mailbox to the point of play.

The Bally services division that installs or upgrades more than 250 systems per year will work with Penn to implement Bally’s solutions at the Empress Casino Hotel and the Hollywood Perryville properties in late 2010, while Penn National’s two new Ohio casinos are slated to open in the second half of calendar 2012.

ATRONIC set to integrate productionwith SPIELO

ATRONIC International has announced the integration of its hardware manufacturing processes with those of sister company SPEILO, which is also part of the Lottomatica Group. For the past two years, Lottomatica’s Gaming Solutions division – comprising the ATRONIC Group of companies and SPIELO Manufacturing – has been working toward integration of products and services to reduce duplication, improve operational efficiencies, and provide the highest level of service and products to our customers.

To improve the company’s

cost competitive position, ATRONIC is gradually relocating gaming machine production activities from the ATRONIC production facility in Gross St. Florian, Austria, to the SPIELO production facility in Moncton, Canada. At the same time, systems production will move from Gross St. Florian to the Unterpremstatten office in Austria. Relocation is scheduled for completion by June 30, 2011, at which time the Gross St. Florian facility will close. Depots in Luebbecke, Germany and Las Vegas, US will help ensure timely delivery to ATRONIC’s customers.


AristocratTechnologieshas launched a new- look European website. Featuring a host of new content, has been designed to add further support for and provide useful information to gaming operators across the continent.

Complementing Aristocrat’s corporate portal at, the European site now hosts more content targeted at European gaming operators including all 2010 and 2009 casino product catalogues, a selection of game videos and a new section dedicated to the Spanish arcade/salon market which Aristocrat now supports with a portfolio of Type B games.

A key feature of the site, which enables operators to quickly identify all Aristocrat titles appropriate to their specific casino floor, the ‘games selector’ engine now incorporates all of the company’s standalone and linked games released in Europe across the last two years. A password-protected VIP Zone also offers invaluable tips from some of the industry’s leading experts, exploring different ways to enhance slot strategy, optimise player entertainment and maximise revenues.

Daniel Lindsay, General Manager – Europe, commented: “The website is a vital component of communications with our customers; it provides around the clock access to a wealth of information that can enhance an operator’s business. We will continue adding value to the site over the coming weeks and months. In addition to forthcoming product updates and company news, we will shortly be introducing a range of new features, including mobile tools and novelty game competitions.”

InnovativeTechnologyis expanding its UK based Technical Support Staff. Headed by Senior Customer Support Engineer Sean Raby the Support team now consists of new staff Hardware Engineer - Neil Cooper, Customer Support Engineer - Mark Hoste and Electronic Repair Technician – Stephen Loney. ITL has also recently strengthened its UK based Research and Development team with the appointment of a new Software Engineer & Mechanical Production Engineer.

GreeceisfollowingItalywith draft e-gaming regulation that would require Greek ISPs to block access to foreign-based gambling websites and prevent financial institutions from processing any suspected transactions to these sites. Meanwhile, the Greek lottery company Intralot has reported revenues of €540.9m for the first half of 2010, 11 per cent higher compared to the same period last year, benefiting from an improved trading performance in the second quarter.

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