International edition
September 22, 2021

Cath Burns, firm’s Vice President and Managing Director of Asia-Pacific

“Macau’s growth in the short and long term is very promising and exciting for Bally”

(Macau, exclusive Cath Burns, Bally’s VP and Managing Director of Asia-Pacific, commented to the new products and systems that the firm will showcase at upcoming G2E Asia event, specifically developed for local operators. “The market volume here will get larger on both the games and systems side”, she anticipates.


hat are your expectations and objectives for G2E Asia?
We expect to have a very exciting showing in Macau as we will be exhibiting some of our latest innovations for the first time in the Asia-Pacific region. We have extremely innovative products such as our groundbreaking iDeck touch-screen button deck; there is simply nothing that closely resembles it.  Our state-of-the-art Pro Series cabinets will be on display as well. These sleek and modern cabinets were built for maximum player comfort and easy serviceability.

Our objective is to impress customers and visitors with our broad product portfolio in games and systems and potentially turn those positive impressions into commercial agreements.  

Will the firm launch new products focused on the Asian market? Which are their main features?
We will launch our first Asian-themed mystery progressive link, Golden Empire, which was specifically developed for local operators. With the Golden Empire link over Bally’s standalone video slot machines, players can win one of the three or four randomly triggered progressive jackpots, depending on the operator’s configurations; no max bet is required to win one of the progressive amounts.

We are also looking forward to the official launch of our Pro Series cabinets in Asia. They are highlighted by various energy-saving features and were built to support downloadable content and are ready for networked and server-based gaming environments. All of the Pro Series cabinets are powered by our new ALPHA 2 platform that enables us to deliver more graphically impactful games, delivering vivid animations and proven play mechanics that we know will appeal to the Asian player.

On the systems side, we continue to roll out and improve our casino managements system (CMS), slot management system (SMS), TableView table-management system, iVIEW DM, and our Elite Bonusing Suite (EBS) applications. Our iVIEW DM picture-in-picture player interface on the slot machine’s main game screen or smaller player-user-interface, combined with Bally’s Elite Bonusing Suite applications, takes customer-centric floorwide bonusing to a whole new level. EBS encourages repeat visits by offering second-chance-to-win opportunities for players and the ability for players to earn valuable rewards, all without interrupting play on their base game.

Which trends do you expect to see this year at the show?
The slot market in Macau continues to grow and new properties are offering a better slot mix for their players. We hope that this new and extended product offering will encourage other properties to provide compelling innovations for their patrons. Games that feature an interactive element which adds more excitement to game play will be at the forefront of this new innovation. We are slowly setting a new trend with our interactive button deck iDeck and our Elite Bonusing Suite floorwide bonusing applications; both products are truly trailblazing.

How important is Macau's market for your company?
The Macau market is extremely important for Bally, as are all of the gaming markets in which we have business activities. Macau’s growth in the short and long term is very promising and exciting for us. As I said before, we see a constant growth in the slot market where we have great products, and we continue to be very strong in our systems business here; with the system implementation in Galaxy Macau, we completed our 11th successful systems install in the past couple of years. 

Macau is currently considered the leading international gaming market surpassing Las Vegas. Do you think that it is a market with options to keep on growing?
We definitely see a very auspicious future in Macau as new properties are opening, and established casinos continue to update their slot mix. The market volume here will get larger on both the games and systems side. We are very confident about our product pipeline and we know that our innovations will lead this product demand.

As operators from different Asian countries visit G2E in Macau, which is your strategy for the Asian market in general?
We’ll continue doing what we do best: listen to our customers, become their technological gaming partner, and deliver revenue-generating innovations based on their needs. We have a well-established local entity here in Macau, where we provide excellent customer service and technical support, enabling us to strengthen our customer relationships. We will continue to deliver a strong and a broad line-up of games with exciting play mechanics to delight players and generate a sustainable ROI for our customers.  Also, our reputation in our systems business precedes us in this region; we have an important customer base in Macau, supplying systems to some of the largest casino resorts in the area such as Galaxy Macau, Galaxy StarWorld, Grand Lisboa, Casino Lisboa, Venetian Macau, Sands Macau and Plaza, just to name a few. Bally Technologies is a company that can definitely deliver a complete games and systems solution for casino operators. We provide innovative technologies that offer added value to our customers’ operation.

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