Focus G2E ASIA 2012
solutions are fundamentally multi-tenant capable and provide the ability to segregate/manage customer data in a safe and secure manner." explained Mr. Rahavan of Bally's customer data handling. “We also have a hard line of separation between data persisted in the public clouds (hosted at 3rd party NOC) and private clouds (hosted at the customers' data center) to preserve confidentiality of data and adhere to widely accepted regulatory standards.”
WORKING SMARTER
Asian operators are building functionality by adding new modules to their Bally systems
Bally Technologies' system products have proved themselves unrivalled in the Macau gaming market. Three out of the six of the gaming groups in Macau operate Bally's systems products, with the company's Casino Management TableView providing core stability and return on investment for operators offering vast numbers of table games to players. Speaking to Bally Technologies' Srinivasan Raghavan at G2E Asia, he explained that operators are now building upon the foundations of TableView to offer a wider and more diverse range of system products to their customers. “We are seeing the adoption of general and specific modules for the region by operators looking to build upon the functionality of their existing systems,” stated Mr. Raghavan. “In Western markets we have seen bonusing and iVEWDM achieving additional benefits for our systems customers, adding value to their core systems products. In Macau, we are seeing operators such as Galaxy adding cage modules to increase their system's functionality, while player incentives add value to existing games, with our 'one more chance to win' proving hugely popular with operators and players alike.”
Bally has taken a universal approach in regards to incorporating mobile and Internet platforms into its existing systems infrastructure, ensuring that it is not creating competing solutions, but rather
"We are
augmenting our developmental strength and
choosing solutions with real ROI
benefit for our customers.
Operators want their patrons to have a 'feel' for their casino
wherever they are.
We believe that this should be one view into the operator's business and that
point of contact can be via the Internet,
their mobile device or social
networking. However the
patron connects
with the casino, it should be
consistent, it should be 'One View.'" SRINIVASAN
RAGHAVAN, Senior Vice President Asia Pacific, Managing
Director India, Bally Technologies.
THE STAND IN MACAU WAS
DOMINATED BY THE FIGURE OF MICHAEL
JACKSON, BALLY’S ‘MEGA-LICENCE’ FOR ASIA.
complementary benefits for both operators and players. From a technical development perspective, Bally is now developing in-house application software that brings clear value to the casino operator. “The recent acquisitions we have made demonstrate clearly our strategic focus,” stated Mr. Raghavan. “We are augmenting our developmental strength and choosing solutions with real ROI benefit for our customers. Operators want their patrons to have a 'feel' for their casino wherever they are. We believe that this should be one view into the operator's business and that point of contact can be via the Internet, their mobile device or social networking. However the patron connects with the casino, it should be consistent, it should be ‘One View.’”
Maintaining this point of contract with each and every patron is a logistical challenge that Bally addresses with an elegant on/off-site solution that brings the much vaunted, but seldom clearly explained, ‘cloud’ into the mix. “Our
Working smarter is a clear focus for Mr. Raghavan. At the G2E Asia exhibition he demonstrated a series of slot titles that have been developed specifically for the region by Bally’s dedicated development team in India. “I think this is a gaming industry first,” claimed Mr. Ragahavan. “We have a studio focused solely on one geography and one region. We do this to create a complete understanding of the patron’s mindset. We are developing games exclusively for the Macau and Philippines markets. Every element of the game is created for the specific market. Games such as 5 Reels, Radical Reels, Beijing Treasures and Tiger Treasures are games specifically created for this region, with two progressives, one designed for Macau (Golden Empire) and the other for the Philippines (Sakura Festival). In this geography the colour and symbols are very important to the player, but ultimately it is the maths model that provides the real attraction. We have increased our focus on the graphics, colours and symbols, but we are also developing independent maths models for this territory.”
Bally's stand in Macau was dominated by the figure of Michael Jackson, with the company bringing its ‘mega-licence’ to the Asian market in the V22 32 cabinet with Pro Sound Chair. The Jackson licence is, if anything, even stronger in this part of the world, with Bally expecting the game to gather fans across Asian gaming floors throughout the summer. “We are also looking at regional licensing,” stated Mr. Ragahavan. “We have product managers here in China looking for licensed brands interested in working with us. We are very excited about bringing Michael Jackson to the casinos here in Asia and want to build upon that with localised licensing too. Players are recognising our games through their features and unique bonuses and technology such as U-Spin, while operators are also recognising that our games are performing strongly and consistently on their floors. We are increasing the life of our slots (with replacements around 12 months) and with new games installed in the same cabinets the operator has a lasting attraction on their floor.”
July 2012 PAGE 49
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