International edition
June 22, 2021

It will also open a new sales and service office in Ljubljana, Slovenia

Bally to open new European headquarters in Amsterdam

(Holland).- Bally announced that it will be opening a new European headquarters for its sales and service operations, to be located in Amsterdam, The Netherlands. The company also announced a realignment and expansion of its European sales and service organization to meet the needs of its expanding presence in the European gaming market.


he new Amsterdam headquarters will house the company’s main European logistics, warehousing, financial, sales, production/assembly, and customer-service operations.

"Our new Amsterdam European headquarters will allow us to be more flexible, responsive, and proactive than ever before in serving our existing customers in western Europe and growing our customer base throughout the continent," said John Connelly, Bally’s Vice President of International and Gaming Operations.

"Our senior European sales management team, along with our outstanding technical support and gaming service personnel, will be even better equipped to provide our current and future customers with the kind of superior, best-in-class support they expect from Bally, a world leader in gaming products and systems technology."

Bally will also open a new sales and service office in Ljubljana, Slovenia to support an expanding presence in Eastern Europe. The company will continue to maintain satellite sales and service operations centers in Germany, Spain and the United Kingdom.

In addition, in response to its rapidly expanding Systems business throughout Europe, Bally will also relocate its Systems Research and Development and service operations to much larger facilities in Nice, France.

"Our new offices in Ljubljana will allow us to better serve such existing Bally Systems customers as the HIT Group, as well as provide the resources we need to further expand our market penetration into central and eastern Europe," explained Connelly. "This is in addition to our existing sales and service centers located in Spain, England, and Germany."

Bally also appointed former Holland Casinos and Atronic gaming executive Marcel Heutmekers to the position of Director of Europe.

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