Bally acquires mobile gambling platform and applications provider Macroview labs

This transaction bolsters Bally’s position as the leading supplier of games and systems solutions to the global gaming industry. The firm will now have full control over the development of new mobile-gaming marketing, customer service and play-for-fun technologies for the company’s casino customers.

The acquired assets will also enable the company to accelerate its growing mobile applications business by providing an infrastructure for rapid deployment across multiple smart-phone operating systems. MacroView Labs’ market-leading, cloud-based platform will be integrated with Bally’s slot-management systems, casino-management systems and Elite Bonusing Suite to enable Bally to offer even more powerful solutions for casinos to interact with patrons on and off the casino property, 24 hours a day.

MacroView Labs, based in San Francisco, is the leading provider of mobile applications and mobile websites to the casino industry, with a customer base of more than 20 casinos, including some of the world’s largest gaming operators, and more than 1 million users of their provided applications.

MacroView develops smart-phone and web-based mobile apps for the hospitality, retail, and gaming industries – everything from concierge services to GPS-fueled social networking integrated with Facebook and Twitter. They also help casinos manage their mobile content, launch mobile campaigns, and interpret user data. With the acquisition, Bally also gains a team of employees with significant mobile expertise and a proven history of providing cutting-edge mobile solutions to casinos.

“People and businesses are increasingly using mobile devices for entertainment, self-service transactions, as well as  to more efficiently manage and receive information – they are always connected, and the casino gaming industry is no exception,” said John Connelly, Vice President of Business Development for Bally Technologies. “This acquisition of the leading provider of mobile solutions for casinos will help us rapidly bring new mobile solutions to market.  This technology gives us a powerful cloud-based platform for rapidly deployingmobile  apps to our customers,  their patrons, and integrating into our own systems solutions.”

MacroView Labs CEO Aron Ezra said, “We are excited to become a part of Bally Technologies and join a company with nearly 80 years of experience in delivering innovation to the gaming industry. Bally’s strong relationships and reputation with casinos across the globe, combined with our expertise in the mobile space and established casino partnerships, is a compelling combination.”