International edition
September 19, 2021

The transaction is subject to Harrah's corporate approvals

IGT's sb NexGen displays to be installed on Harrah's slots

(US).- International Game Technology informed today that Harrah's Entertainment has selected IGT's sb NexGen displays for installation on more than 60,000 Harrah's slot machines as part of Harrah's next generation of Customer Relationship Marketing (CRM) capabilities. The NexGen display is a patented interactive touch screen LCD communications device.


he transaction is subject to Harrah's corporate approvals, execution of definitive agreements and receipt of required regulatory approvals.

The NexGen display is a patented interactive touch screen LCD communications device that will be used for a wide range of player communications, promotions, interactions and rewards tied to the Harrah's Total Rewards program. The sb NexGen adds the state-of-the-art networking and connectivity capabilities using the newly established Gaming Standards Association (GSA) specifications and protocols. Both Harrah's and IGT are active members of the GSA.

"This agreement enhances our ability to deliver the next generation of our interactive CRM vision and a truly differentiated entertainment experience to Harrah's customers," said Tim Stanley, Harrah's Entertainment's Chief Information Officer and Senior Vice President of Innovation & Gaming.

"By powering IGT's displays with our award-winning Total Rewards marketing features and our new PRISM interactive customer relationship management capabilities, we will be able to further differentiate all of Harrah's properties from the competition and deliver many new and exciting interactive experiences to our millions of loyal customers around the world."

Harrah's PRISM initiative, an acronym for Personalized Real-time Interactive Slot Marketing, is designed to introduce a host of innovative new CRM features and exciting digital entertainment capabilities to the millions of Harrah's Total Rewards cardholders who play the company's slots domestically and abroad.

As part of this agreement, Harrah's also plans to pilot the new Media Manager application functionality, a key component of IGT's sb system, to create and deploy its own unique set of Total Rewards and PRISM interactive customer-marketing capabilities to all of its games.

This approach will also position Harrah's to deliver its custom PRISM and Total Rewards features to customers directly on the game screen (with or without a NexGen display) when various manufacturers' games support the ability to do so via open GSA standards and IGT's award-winning sb Service Window feature.

"We are pleased that Harrah's chose our products for this important program," said Steve Morro, IGT's Chief Operating Officer. "This agreement demonstrates IGT's complete commitment to open network architecture as evidenced by Harrah's use of its own custom software integrated to key components of IGT's sb System and sb-enabled NexGens as the interface, as well as interfacing with other non-IGT casino management and gaming systems used by Harrah's."

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