of the learning’s that operators have and bring them into the companies that actually built the solutions and systems.” In discussing possible future on line and
internet gaming products, Bruce Rowe was a bit tight lipped on the subject. “We have been evaluating on line gaming for some time and we have a strategy that we are leaning towards, but we are not going to disclose at this time. We hold about 300 gaming licenses, and we have a statement here at Bally Technologies, which clearly states ‘Compliance, Before Commerce’ and we have to absolutely protect our reputation and the reputation of the people we do business with. We have a lot of our customers interested in it,” Rowe maintains.
He takes pride in talking about Bally
Technologies’ new Code Red slot machines. “It is a pretty exciting product for us and it is the first one hundred percent video reel spinning which actually has a curved display and we think it is going to replicate an experience for players who play the stepper reel machines. From a digital stand point it is going to be pretty revolutionary, so we are very excited about it,” Rowe says, and he emphasized. “It does not replicate a curved screen, it is a curved screen! This is one of the things which is so exciting about it is not going to artificially create that three dimensional experience, it is three dimensional!” Rowe is also responsible for business outside of the United States. ”When our sales support team goes into new markets, I spend time in Holland and Austria, Slovenia and the UK. So whenever we have a presentation where I can help out, I go there and spend some time with those customers. For example, at the recent Slot Summit in Slovenia, I gave a presentation that was kind of a look into the future of gaming technology. That is, where we see technology going in the next three to five years.” Looking into his crystal ball of gaming technology Rowe asserts. “Among the many fundamental changes you will see is the ability for the casino systems to deliver personalized marketing at the game. And when I say at the game, it is going to be on both traditional screens that players are use to but more importantly on display managers which will take over the video screen in a variety of ways that operators are going to want to use. We will be able to deliver services that make it more efficient to players so they will not have to leave the game to go to the
rewards center to get the coupon or whatever. Ultimately we will be able to deliver marketing offers to them that casinos have done in the mail box for years, we will actually be able to do it on screen,” says Rowe.
“For example, the ability to have tournaments
or targeting specific groups of people that might be staying at a casino hotel or attending a convention, we will be able to customize the experience. These are things which are being worked on now and rolled out within the next 12 to 36 months you are going to see large scale implementation and people using these tools. “ We are taking our years of experience in our systems business and figuring out how to take those marketing applications and communications tools that we have for traditional casino marketing to new end points. Using the internet as well as mobile applications and at the game using display manager and so we are developing applications so that if you want to do bonusing at the game. If I want to send you an application where you spin the wheel and have the opportunity to win $20 in marketing money I can do that at the game, on the web or at your cell phone. In the past this might have taken two weeks to a month to get a coupon to you in your postal mail box, now you can see it on your mobile phone while you are driving home from the casino,” Rowe maintains. “In other words, we are going to be doing personalized messages to the customer and be able to provide a persistent relationship regardless of where you are!” Likewise, Rowe points out that Bally
Technologies has, “been in this business for over 75 years and have had a presence in many of the major markets in the world. We are continuing to expand on that and we have a history of building great games. We have always had a very strong Stepper DNA and Bally will continue to develop better and better products.”
“I have been in gaming for over thirty years,” Rowe states. “But I have never seen a time that is more exciting than now when we can see this intersection of games and technology and on line, as well as bricks and mortar and the expansion of gaming. Looking Ahead, it is really a very exciting three to five years ahead of us and I am looking forward to participating in it. I am glad to be with Bally Technologies because we are in a unique position and our systems and game presence and the bulk of our portfolio to really take advantage of these opportunities.”
Technology in Casinos 3
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