International edition
June 23, 2021

Bally to license its full and entire library with the exception of third-party licensed IP

Electronic Game Card and Bally sign worldwide licensing agreement

(US).- Electronic Game Card announced this week that it has signed a worldwide licensing agreement with Bally Technologies. The agreement provides EGC with an immediate increase to its library of games with well-known product from Bally IP brands.


nna Houssels, Executive Vice President of Sales for Electronic Game Card, commented, "This licensing agreement launches our relationship with one of the premier gaming companies in the world. We anticipate that this is only the beginning of a long, deepening and prosperous relationship. Bally games are known around the world with some of the best played games including Power Progressives, Quick Hit, Goldbeard's Treasure, Mermaid's Treasure, the Greek Heroes series, the Outdoor Wild series, World Traveler, Japanese Express, Venice Romance, Power Max Reels, Super Reel Jackpots and the Super Reel Jackpots series which includes Diamonds & Roses, Silver & Gold, and Firecracker Free Games, to name a few."

"As the oldest slot manufacturer in the world, we continue to push ahead into new geography and transformative technology, always with the emphasis on solid and dependable product performance," said Gavin Isaacs, Chief Operating Officer of Bally. "EGC has developed a next generation game card that meets the high standards we set for ourselves and it is emerging as a company that is offering a dynamic product portfolio. We look forward to extending the reach of our brands even further through their growing network."

Under the terms of the three-year worldwide licensing agreement that includes renewal options, Bally will license to EGC its full and entire library, with the exception of third-party licensed IP that may be separately negotiated, to be used on EGC products for both Electronic GameCards, deemed gambling, bingo or lottery devices, as well as Electronic GameCards intended as promotional products for non-gaming purposes. Bally will receive an initial license fee and licensing royalty percentage on product sold over the term of the agreement utilizing Bally Property and Trademarks. The marketing start date of the agreement has been set for January 31.

"This strategic licensing agreement between EGC and Bally expands our game library well beyond the immediate goal we set earlier this year. Not only does Bally have an extensive game library of some of the most valued games in the world, but it also has one of the largest dedicated R&D and Sales teams in the industry, worldwide, that continue to develop and market the next exciting games for players to enjoy," added Kevin Donovan, Interim Joint Chairman and CEO of EGC.

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