International edition
October 21, 2020

It will provide systems and marketing solutions

Bally Technologies in deal with Penn National

(US).- Bally Technologies announced a contract with Penn National Gaming to provide its ACSC slot-management system and an array of marketing and bonusing technology to Penn National’s three casino properties currently in development, as well as the Empress Casino in Joliet, Ill.

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enn National Gaming has selected Bally systems for their next three casino openings, including  Ohio’s first two casinos − Hollywood Columbus and Hollywood Toledo – and Hollywood Perryville, the first casino to open in Maryland. In addition to the new properties, Penn will replace a competitor’s system at the Empress Casino Hotel in Chicagoland.

“We are very pleased to be entering into an agreement with Bally,” said Tom Beauchamp, Chief Information Officer for Penn National Gaming. “It is both reassuring and rewarding that Penn National recognizes our long-term commitment to systems and our technology vision for the future,” said Richard Haddrill, CEO of Bally Technologies. “Penn is a very experienced and knowledgeable operator, and it is very gratifying that they chose Bally.” 

Haddrill added, “It is important to us that Penn selected us not just for the new casinos, but also to add value to their newly remodeled Empress Casino.  For Bally, this validates our commitment to add value to new and existing products and businesses.”

Building on the core functionality of the ACSC system for slot monitoring, casino accounting, and hotel functions, Penn has selected Bally’s hardware and software for player development to track, reward, and retain players and build a comprehensive patron database for marketing from the mailbox to the point of play.

The Bally services division that installs or upgrades more than 250 systems per year will work with Penn to implement Bally’s solutions at the Empress Casino Hotel and the Hollywood Perryville properties  in late 2010, while Penn National’s two new Ohio casinos are slated to open in the second half of calendar 2012.

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