International edition
September 23, 2021

Gavin Isaacs, Bally Technologies’ COO

“Bally’s most impressive innovation in ICE was iDeck. No other supplier has anything even close”

(UK, exclusive As every year in London’s trade show, Bally Technologies exhibited a wide range of games, systems and server based solutions at recent ICE 2011. The firm also introduced the new European management team. Gavin Isaacs, Bally Technology’s COO, gave an overview of the company's participation in the show.

hich were the most important novelties introduced during London show?


Without a doubt, the most impressive innovation was iDeck, our incomparable touch-screen button deck that replaces traditional button decks on slot machines; no other supplier has anything even close. We also showcased our new Pro Series cabinets using the power of the new ALPHA 2 platform. ALPHA 2 is the engine that enables us to create more impactful video products, with unparalleled animations and graphical quality.


We showed a wide assortment of core video games in both the Pro V22/22 Upright and Pro V22/26 Slant cabinets. Another popular game on our stand was Playboy Hot Zone, which features Bally’s patented play mechanic Hot Zone, where a Hot Zone overlay appears on the reels during the base game and free games, and all symbols under the overlay become Wild. Among other unique play mechanics that we have developed to drive increased time on device from players, we have Bullseye Bonus, Directional Wilds, and of course our award-winning U-Spin featured on Bally’s Hot Spin game.


Another definite differentiator for us is iVIEW Display Manager and Elite Bonusing Suite. When iVIEW DM works in conjunction with Bally’s Elite Bonusing Suite applications, casino operators are able to deliver floor-wide, interactive promotions which add new levels of excitement and anticipation to game play across the casino floor. iVIEW DM offers a second-chance-to-win and the ability for players to earn valuable rewards, all without interrupting play on their base game.


Bally reinvents button deck with its new iDeck, even receiving awards for it. Which is the feedback received by clients and operators since it was released?

Simply, there is nothing like it and customers are acknowledging this fact. They are impressed by the many operational efficiencies and player-centric features that this innovative product provides. We have changed the way people look at button decks as iDeck redefines player-game interaction with mystery bonus games, multi-touch technology, and customizable settings. There was some initial skepticism about its durability, which has vanished rather quickly. The proprietary glass protecting the iDeck is capable of handling the demands of the busiest casino environments.  


Which is the balance you can make about Bally's participation at ICE 2011? Was it in line with your expectations?


When we are able to meet face to face with our customers to better understand their needs and show them our latest innovations developed exclusively to increase their profitability and entertain their casino guests, then the outcome can only be positive and constructive. It was also a great setting and the perfect time to introduce our new European management team, led by Marco Herrera, David Barrie, and Shellie Meagher, to the market. The message for our customers is quite clear: our customers’ success is our commitment.  


How did you see the show this year?


From our perspective the show was well attended, and we were fortunate to welcome and meet with some important and potential customers from both the established markets as well as the key emerging markets such as Greece and Italy. We are aiming to establish close partnerships with both new and existing customers, and these types of events provide us with an excellent opportunity to do so.


It has been rumored about a possible new show in Europe that could compete with ICE? Which is Bally's position on this matter?


Right now everything is just speculation. We’ll analyze any exhibitor opportunities once these are defined and made public. Bally has been a strong supporter of the ICE show for several years now, and we have been very pleased with the organization and professionalism of the show and its organizers.  


Which are that plans of Bally Technologies for this 2011 in terms of new product developments or releases?


We continue to develop compelling innovations in both our gaming and systems divisions. We have a vast array of core video products coming down the pipeline that will utilize all the power provided by our sophisticated and smart Pro Series cabinets on the ALPHA 2 platform. Also, we will launch a great selection of games in our high-performing V32 cabinet. Player interactivity and exciting play mechanics will be at the center of our new games portfolio.

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