International edition
October 25, 2021

The company highlighted international presence at ICE show last week

Bally expands international business to support global growth

(UK).- Bally Technologies announced that it has invested in its international business by opening new sales and support offices in Spain and South Africa, with a Mexico office slated to open in the spring. It had a positive presence last week at ICE show.


he company also named regional operations leadership to support its growing international infrastructure. “We have an aggressive plan to continue our global expansion, capitalizing on our industry-leading systems and games technology that is already performing extremely well in a number of international jurisdictions,” said its CEO Richard M. Haddrill.

“Our international business has tripled in revenues over the past three years; we are increasing our infrastructure to ensure quality customer support and a continued strong growth trend,” Haddrill added.

Bally highlighted its enhanced international presence at this week's International Casino Exhibition (ICE) gaming show in London, where the company showcased an array of innovative games and systems products in its 184.2 sqm exhibit. On hand at Bally's exhibit were members of its global senior management team, including Chief Executive Offer Richard M. Haddrill, Chief Operating Officer Gavin Isaacs, Executive Vice President of Systems Ramesh Srinivasan and Vice President of International John Connelly.

Among the news Bally shared with its partners and customers at ICE were the recent opening of its sales and support office in Barcelona, Spain and the planned spring opening of a full-service office in Mexico City, Mexico, where the company's games and systems are among the top-performing gaming products. The firm also recently re-entered the South African market under a direct-sales model and opened an office in Midrand, Gauteng.

“We have made significant progress over the past 24 months in re-establishing Bally as a global leader,” said John Connelly, Bally Technologies' VP of International. “With this said, we continue to evolve and enhance our international strategy and infrastructure on a daily basis to ensure that we are providing our customers with the products that will perform in their particular region and localized support to ensure that we can deliver the most responsive customer service.”

The company's ICE display featured a variety of new game titles designed especially for the rapidly growing international gaming market on Bally's highly flexible and configurable Alpha Elite platform.

Bally capitalized on its distinction as the world's number 1 gaming systems company to display and demonstrate an array of advanced products for the global casino industry, developed by its team based in Nice, France.

In addition to its expanded international product portfolio and new regional offices, Bally has grown its international management, sales, and support team to enhance its global reach and provide increased customer support.

Its international management team includes:

- Marco Herrera, Vice President and Managing Director of Bally's MCC systems division based in Nice, France.

- Catherine Burns, VP and Managing Director for Bally Pan-Asia, based in Macau, China.

- Xavier Serra, Sales and Operations Manager, Europe and Africa, based in Barcelona, Spain.

- Antonio Velez, Director of Operations for Puerto Rico, the Caribbean, cruise ships, and northern South America, based in San Juan, Puerto Rico.

- German Hazana, Director of Operations for southern South America, based in Buenos Aires, Argentina.

- Ramiro Salazar, International Operations Manager, based in Mexico City.

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