“Bally products are being globalized more and more”

What novelties have you presented in FADJA?
Basically, we continue with the same trends we exhibited in G2E Las Vegas. We showcased all our Pro cabinets with ALPHA 2 platform, among them, Pro Upright V22/22 and Pro V32 for direct sale. With regards to participation games we exhibited two mega brands: Grease and Michael Jackson King of Pop. It is the newest and the most innovative development from Bally. It was exhibited in Las Vegas, London and now we brought it to Colombia because it is our aim to disembark with the best in this country.

The history says that –due to internal developing questions and regulations of certain jurisdictions, etc.- the products launched in Las Vegas arrived in Latin America a year and a half later. That trend was eradicated. If the product is launched in the US, I want it in Colombia, Peru and Argentina, for example. London was held in January and we are presenting the same products seen there. If today a customer wants to but the games Big Vegas or Total Blast, which are homologated internationally, the product can already be installed in the casino. It is a very significant achievement for Bally.

Aren’t there any products thought for special markets?
Bally has usually developed products with a closer look to the domestic market as a consequence of several years of participation in that market. However recently Bally has designed products especially thought for international markets such as Macau and Philippines. Nowadays, the trend is to look more to the international market, and I am not talking just about Latin America, but also in Europe, the VLT market in Italy, Macau, Asia in general, Mexico.. Bally’s products are being globalized more and more. A fundamental step to head in this direction is that the software that supports ALPHA 2 product is applicable for all the markets. We used to have one specific type of software for the domestic market and a different one for the domestic market. Presently, we offer a global software for all markets. It facilitates the work to us a lot.

Which has been the public’s feedback?
In general, and not only for the products exhibited at the event, but for the things we have been doing in Colombia for two years, the incorporation of the ALPHA 2 product in Pro Series cabinets are working very well and it is a first great step for us. In Bally, the Colombian and Peruvian markets had been left in the hands of distributors for a long time. The strategy we have assumed in the last two years is being here. I want to have an Account Executive, a Finance Manager, a technical person…I want to support the customers and ensure that, if I install a product and it does not work, there is an immediate response. Two years ago we faced this task and today we see the results, because when I ask a customer how does ALPHA 2 operates, he answers: “Excellent, if this wasn’t the case, I would have contacted you already.”

Besides the new games we have showcased, I’m thrilled with the great performance that the current installed games are exhibiting. The general conclusion of the event is very good. I am very happy with it.

Where else are you applying the strategy of being present in every region and country?
In Peru. There, for example, there is an Account Executive, a Technician, a Staff Accountant… We also have an office, a legal entity. There is Bally Peru as well as Bally Colombia. It lets us sale nationalized customers and it also let us participate the machine. If a customer tells me he liked a product but he cannot buy it and wants to participate it, it is possible. The entity Bally Colombia signs a contract with the customer and then proceeds to place the game in a participation model at that moment.

When I say that it is important for Bally to have local presence, I do not speak only about having customers and a bunch of game banks everywhere. It is a group of things and commitments. One of the commitments, on top of offering a strong-performing game content, is to offer the customer an added value. One of the most important added values that Bally can provide the operators is its excellent customer service.

Will you be present in any other regional event?
Yes, of course. We’ll be Peru but we haven’t defined if we will be in both events or in one of them only. In my opinion, the Peruvian market can’t support two events. We are deciding which is the best alternative to showcase our products.  Of course, we will also exhibit in Buenos Aires.

Talking about Colombia, Peru and Argentina, What other markets are now important for Bally?
If I have to name a country, I would be very selfish; it is a group, including Mexico. I think the potential that Latin America has or will have is incredible, especially with the signs of economic slowdown that Europe is having.  Many foreign firms –operators, manufacturers- are coming to invest in Latin America. The eyes of the American companies are being placed on Latin America like never before. That’s why, I think naming just one country is unfair for the rest.
Latin America as a whole will have a significant growth and not only this year, but next year, and then the following year after that. It is reflected also in the regulations. Everything inclines to the first-world cultures, and that is seen by foreigners, who see the improvements and are willing to come here and invest. It is a personal opinion, but today we are putting our focus in everything. With Ricardo (Regner) we are focusing in every island and every country.