Bally and Galaxy's StarWorld reshape player experience in Macau

"Partnering with Galaxy Entertainment Group on the floor-wide implementation of iVIEW DM has been such a rewarding experience for Bally Technologies," said Richard Haddrill, Bally’s Chief Executive Officer. "iVIEW DM is generating excitement among StarWorld’s customers with applications and information available to them right at the game."

iVIEW DM uses picture-in-picture-style technology to create a variety of additional exciting and customer-enhancing services on the casino floor, including innovative floor-wide bonusing games; games-within-a-game; watermark messages and announcements; celebrations of important wins; targeted marketing messages; players’ club information; and customer-service features.

These features and applications are displayed in a smaller screen on the main game screen during game play without interruption to the game, using a player-configurable touch-screen interface at eye level with the player. iVIEW DM is backwards compatible with existing gaming devices, protecting operators’ investments and enabling easy implementation across banks of games, sections of the casino floor, or floor-wide. And the technology can work on any manufacturers’ gaming machines that use computing-industry standards.

StarWorld is using iVIEW DM on their gaming devices to display player’s point balances; cross-promote other resort amenities such as dining, guest rooms, and promotions; showcase videos for hotel attractions; and present a play counter.

Earlier this year, after a competitive evaluation process, Galaxy Entertainment Group awarded Bally an enterprise-wide contract to provide comprehensive table, slot, casino management, and server-based solutions.

"In the course of our lengthy evaluation process, it became obvious that Bally Systems provided the most comprehensive and powerful solution for our growing operation − from table management to marketing to cutting-edge player communications," said Francis Lui, Vice Chairman, Galaxy Entertainment Group. "We looked in detail at Bally's development centers in India and elsewhere and were impressed with their commitment to innovation and continual product evolution and improvement. That, coupled with unsurpassed customer service and support, makes Bally one of our key partners as we continue to grow our operation."

StarWorld is the first casino in Asia-Pacific to use Bally’s iVIEW DM and Bally Business Intelligence data analytics and visualization solutions.

This implementation also features Bally’s new Version 12 of its SDS Windows slot-accounting, CMP player-tracking and junket-management system, and TableView real-time table-rating system – all which feature enhanced functions and technical capabilities building further on the already field-proven Version 11’s open, scalable, and configurable architecture. These products also feature internationalization with support for multiple languages, including Chinese.

Other solutions currently live at StarWorld include a number of marketing, promotions, bonusing, and cashless solutions including eTICKET; Bally Power Winners; Bally Power Coupon and Bally Power Promotions.

Bally’s next system implementation will be in calendar 2011 at the new Galaxy Macau on Cotai, the newest and most luxurious of all the Galaxy properties.