“Bally promotes new products and creates specific campaigns every year”

This year, Bally Technologies decided to launch a special marketing campaign for its System división. How did this initiative emerge and what did it consist of?
Bally Technologies is doing something new that is drumming up exciting results across casino floors.  The purpose for this campaign was to get the word out about these results and to show how these solutions are changing the face of gaming.

It all started with a goal of communicating solutions that are bringing powerful opportunities for increased ROI to casino operators today.  Our customers are always looking for fun and exciting ways to communicate with their players.  They are using creative ways to provide interactive custom experiences by engaging players with loyalty programs that drive coin-in. 

Bally’s award winning Elite Bonusing Suite and iVIEW DM technology lets operators personalize promotions and marketing messages to players on the game screen across multiple manufacturers for individual promotions, floor-wide bonusing, and tournaments.  The multi-language EBS / iVIEW DM campaign was supported in both English and Spanish and included a series of outbound communications spanning domestic and international advertising, direct mail, email marketing, video, and social media outlets Facebook and YouTube.

How did you prepare your sales executives to carry on this action?
Our sales teams received campaign updates on the multi-faceted initiative including delivery dates, key messages, and supporting material prior to the release of the launch.  Both our sales and product management teams provided contributions to the campaign prior to its launch that helped to streamline our message even more.  Each team member received the mailings at the same time as those on our distribution mailing list for follow-up alignment.

Which was the customer response?
The feedback has been good both on the message, design, and the level of detail included to inform and educate viewers on the capabilities of EBS and iVIEW DM.

Will you continue with the campaign in 2012?
Bally promotes new products and creates specific campaigns every year. With all the exciting innovation being released, we are constantly working to create new campaigns that promote these products efficiently.

Which is the position of iVIEW Display Manager (DM), Elite Bonusing Suite (EBS) Service Tracking Manager systems in South America and Central America?
We have already started implementing those products with customers in South America and luckily we have a portfolio of projects for next year, aiming that these solutions will have a growth and an interesting demand. This year, our region had a notorious change in operators, showing a clear understanding of the fact that these solutions are not only innovative products that set the trend, but also a reality towards the systems technology in the industry. Nowadays, queries and requirements of system tools that bring tangible benefits to both players and the casinos are more frequent. Elite Bonusing Suite’s range of products, complemented with the possibility of using the main screen of the machine with iVIEW DM’s picture-in-picture player interface is the real strength of the product. This powerful duo definitely offers a solid development platform for future applications.

The need for the operator to obtain an added value in systems’ products which results in tools that generate real ROI is a requirement boosted by the maturity that the industry is acquiring in our region. Thanks to those “visionaries” that had the understanding and astuteness to see the system as a competitive advantage, or due to regulations that urge to make the change towards a qualitative management of the enterprise, the necessity to take complete advantage of an investment is crucial.

Are all the systems that you presented this year in G2E already available for the Latin American market? If not, do you plan to launch them soon?
The great majority are available now for our market and there are projects where we will implement all the products we showcased during G2E in the various markets of our region.

Which are your future plans for the Latin American market with regards to systems?
We are supporting and encouraging our strategic partners to take a step forward towards these new technologies as a base of our strategy for the following year. We want to show this technology as a unique tool for the operators, which will enable them to consolidate their “own brand” and manage the players’ needs in markets with different types of challenges.