“Bally is well positioned to play a large role as Internet gaming continues to expand”

What new products did you present at SAGSE?
We showcased a tremendous amount of new content, including our trailblazing Pro Series Wave cabinet with an industry-first 40-inch curved high-definition monitor. The Wave was very well received at the recent G2E show in Las Vegas, where it shared first place for Best Slot Product in the 2014 Gaming & Technology Awards. We also presented more than 25 unique game titles, including world-class licenced branded games ZZ Top Live from Texas and Pawn Stars, along with an array of advanced systems solutions. 

What are your expectations for online gaming in Latin America?
We recently signed an agreement with Enjoy Group to provide our iGaming Platform to its Conrad Punta del Este Resort & Casino in Uruguay. We are excited about partnering with Enjoy to offer its guests online games that they can play while at the property and when they return to their home countries. The agreement with Enjoy demonstrates our commitment to providing Latin America with infrastructure and cross-platform solutions that increase customer loyalty and drive additional revenue.

Like in the United State and Europe, the iGaming market in Latin America is an area of growth. I’m very encouraged because we are seeing the major Latin American operators become involved with developing laws and regulations related to online gaming. 

Because Bally is a trusted partner and strong systems technology company, we are seeing a lot of momentum in supplying our customers with the wireless and Internet infrastructure they need to expand into the online world and the regulated online gaming market. Currently in Latin America there are a lot of illegal websites that do not pay taxes to local government and do not hire local employees; our goal is to help existing operators compete in a legal environment.

What are the main differences between the Latin American countries?
The regulations and the laws are different in every country. There are some countries where we can offer only free-play games because the law does not permit wagering. Wagering is allowed in other countries so it depends on the country. Our strategy is to offer free-play solutions until countries pass regulation legalizing online gaming, along with the Internet infrastructure.

What Bally offers to the existing casino market is a cross-platform solution that integrates online, mobile, and traditional brick-and-mortar distribution channels.  We’ve integrated our core casino systems and player-tracking systems with our secure and regulated cloud-based iGaming platform and mobile platform. This enables our customers to view, track, reward, and communicate with their patrons regardless of which channel they are using to experience the casino. An example of this is if a player with a player’s club card leaves the casino and continues playing on their mobile device or at home, they can use the same card because it is connected to the same system. The casino can offer a seamless experience and communicate with players as they move from one distribution channel to another to drive additional revenue to the property. 

What about the U.S. market?
The U.S. market is still one on the largest gaming markets in the world. The economy is improving and new casinos and markets are opening. From an interactive perspective, we are excited to partner with the Golden Nugget Atlantic City as online gaming in New Jersey goes live. Our open iGaming Platform powers the property’s GoldenNuggetCasino.com, which offers a host of poker, slot, and table game content from a variety of gaming manufacturers. With our open platform and deep systems experience, Bally is well positioned to play a large role as Internet gaming continues to expand.