Bally awarded a contract with Galaxy Entertainment Group in Macau

The contract win comes after a competitive evaluation process. With this enterprise-wide contract award, Bally Systems are now the technology solution of choice for Asia-Pacific’s largest multi-casino operators Sands China Ltd., GEG, and Sociedade de Jogos de Macau (SJM).

“We are honored to have been selected by GEG for this expansive systems solution, and look forward to providing them with industry-leading technology that will help them make their business even more successful,” said Richard M. Haddrill, Bally’s CEO.

Bally is providing GEG’s table-game business with its TableView real-time table-rating and player-tracking solution which also features a Junket module to help operators better administer their VIP business. The firm will support GEG with its new SDS Windows Version 11 slot-accounting and player-tracking system, an integrated information solution that continually monitors slot machines, other gaming devices, and customer gaming activity.

Its new SDS Windows provides customers with a competitive slot management system utilizing a modern scalable architecture. The SDS Windows solution delivers flexibility, easy maintainability, and horizontal and vertical scalability for any size of casino operation.

To help GEG enhance and expand its marketing programs, Bally is providing its server-based iVIEW Display Manager, an award-winning solution that provides a casino and employee interface using the game display – on multiple manufacturers’ gaming machines. This enables gaming operators to present player’s club content and marketing messages directly onto game screens with picture-in-picture capability. iVIEW DM works on any gaming machine and is backwards compatible with existing machines.

“iVIEW DM will be a powerful tool for GEG in enhancing their players’ experience at the slot machine,” Haddrill said. “We are experiencing increased interest in iVIEW DM across the globe as more and more operators see its potential for dramatically improving customer service, player marketing, and promotions.”

In addition to iVIEW DM, Bally is providing GEG with a number of other marketing, promotions, bonusing, and cashless solutions including eTICKET; Bally Power Winners; Bally Power Coupon and Bally Power Promotions.

To enable GEG to better understand their players and make their operations more efficient, Bally is providing Bally Business Intelligence, a powerful data analytics and visualization solution. This solution provides powerful data on game and table performance; player and game interaction; inside and outside mapping; player behavior and trends; player loyalty and value; and event and promotion evaluation.

“In the course of our lengthy evaluation process, it became obvious that Bally Systems provided the most comprehensive and powerful solution for our growing operation – from table management to marketing to cutting-edge player communications,” said Francis Lui, Vice Chairman, GEG. “We looked in detail at Bally’s development centers in India and elsewhere and were impressed with their commitment to innovation and continual product evolution and improvement. That, coupled with unsurpassed customer service and support, makes Bally one of our key partners as we continue to grow our operation.”

Bally’s first implementation for GEG will be in May 2010 at the StarWorld Hotel and Casino (GEG’s flagship property), which will become the first casino in Asia-Pacific to use Bally’s iVIEW DM and Business Intelligence solution. Bally will replace a competitor’s system at this casino. The StarWorld implementation will be followed in the first calendar quarter of 2011 by the new Galaxy Macau on the Cotai Strip, the newest and most luxurious of all the GEG properties.