International edition
June 21, 2021

As the company celebrates its 80-year anniversary

Bally will highlight its new Interactive division at London’s ICE 

(UK).- For the first time, the company will highlight its new Bally Interactive division, which takes center stage as the firm’s premiers suite of mobile apps and Internet games −  interactive versions of popular Bally land-based games that offer enhanced bonusing, proven play mechanics, and progressives delivered via Bally’s Remote Gaming Server.


he firm will exhibit a large selection of innovative gaming solutions at the International Casino Exhibition (ICE) in London.

Bally Interactive enables traditional casino operators to augment their land-based casino gaming with both mobile and online play-for-free and wager-based games.

“This is one of the most exciting times in our 80-year history of innovation as we plan to unveil and spotlight Bally Interactive and what we can do with our deep library of proven casino-gaming content and popular licensed brands in the mobile, Internet, and social-media space,” said Richard M. Haddrill, Bally’s CEO. “Our cloud-based mobile solutions, combined with our Remote Gaming Server for delivering Internet games, enable our customers to digitally deliver our phenomenal games and content onto nearly any multimedia-capable device.”

In addition to the new Bally Interactive solutions, the Company will exhibit nearly 60 unique game titles, as well as a wide array of cutting-edge systems technologies, in its stand #3540 at Europe’s premier gaming exhibition. New games that are expected to draw a crowd are world-class licensed branded games Michael Jackson King of Pop, GREASE, and a video-slot adaptation of the arcade favorite SKEE-BALL.

“We are extremely excited to showcase our new world-class licensed brands for the very first time in Europe,” said Bally Technologies’ Vice President and Managing Director of Europe, Middle East, and Africa Marco Herrera. “Attendees will experience the innovation with our new compelling game content, trailblazing play mechanics, and floor-wide bonusing applications that deliver an incomparable entertaining experience across the casino floor on games from any manufacturer.”

World-class brands, arcade-style bonus play
Taking center stage is Michael Jackson King of Pop, which features one of the most widely beloved and influential artists of all time in an exciting, music-filled game on Bally’s new Pro Series V22/32 cabinet with the custom, Pro surround-sound chair. Offering everything from mystery wilds bonuses and free games bonus events and featuring hit songs Bad, Beat It, Billie Jean, Dirty Diana, and Smooth Criminal, this game is highlighted by a U-Spin Platinum Record Bonus and video clips showcasing the performer. Michael Jackson is represented exclusively for licensing by the Bravado International Group.

Inspired by the Paramount Pictures’ 1978 American musical film about two love-struck teens in a 1950s high school, GREASE is Bally’s first double-play game, featuring two, 25-line games – enabling the player to play two games at once. GREASE also fully utilizes Bally’s iDeck touch-screen button deck in the “Dance Off” Free Games feature in which players “dance” on the iDeck to win additional free games or credits, and in the “How Cool Are You?” bonus in which the player selects from one of four cars on the iDeck and the car moves up the ladder; the winning character indicates the player’s “coolness” factor and awards one of the four progressive jackpots or credit values.

For its Pro Upright and Slant core for-sale video cabinets, Bally will showcase more than a dozen new game titles, including the award-winning Fish’n for Loot, named “Best Slot Product” at the recent Global Gaming Expo and featuring the iDeck, which won “Best Productivity-Enhancement Technology” in the 2011 Gaming & Technology Awards, as an arcade-like player input device. This exciting new game, along with another similar game called Total Blast, introduces Bally’s U-Shoot virtual shooting gallery bonus-game play mechanic in which the player touches the iDeck to create weapons for “shooting” at targets on the main game screens.

Trailblazing new play mechanics
Bally brings the arcade favorite SKEE-BALL game to casinos on its Pro V32 cabinet. The game includes a bonus feature in which players touch and slide to  throw the SKEE-BALL, winning “tickets” that enable them to “Pick a Prize” on the game that reveals credit awards. There will be several Pro V32 games featured at ICE, including All That Jazz™, which has a revolutionary iDeck feature called U-Play, in which players touch and play virtual piano keys.

For the award-winning Pro Curve cabinet, featuring the industry’s only curved LCD to emulate spinning reels on a video slot, ICE visitors will see a variety of titles, including Playboy Playmate Party, Moon Goddess, Midnight Diamonds, Break The Ice, and Money Works. Included in the Curve lineup are several new play mechanics such as Big Bang Free Games, Rolling Wilds, and Breakthrough Free Games.

Systems for every market
Bally’s extensive systems and server-based solution showcase will feature the Company’s full suite of casino and slot-management systems – SDS, CMP, and MultiConnect for every size of casino. Featured prominently in Bally’s 2012 ICE exhibit will be:

iVIEW Display Manager (DM), an interactive communication tool used by players and controlled by the gaming operator. This picture-in-picture style player-user-interface is backward compatible on any gaming device with a touch-screen display, and provides a way for casino operators to present self-service player-account access, marketing messages, and secondary bonus games on the main game screen – without interrupting play.

Creating the floor-wide player experience
Another ICE highlight will be Bally’s Elite Bonusing Suite (EBS), which, when combined with the iVIEW and  iVIEW DM player-user-interfaces, adds dramatic new levels of excitement and anticipation to the slot-play experience. The EBS applications delivers floor-wide, interactive promotions, second-chance-to-win events, and the ability for players to earn valuable rewards, all without interrupting play on the base game.

Through an interface with the Bally player-tracking system, the EBS apps enable casinos to personalize their promotions by creating targeted bonuses and rewards based on club level, real-time wager habits, birthdays and anniversaries, and other player attributes.

These interactive solutions enable players to spin wheels, select and root for their favorite contest-driven car or horse, get instant rewards on their birthday, and participate in instant floor-wide slot tournaments.

The show occurs in the same month as Bally celebrates its 80-year anniversary and eight decades of innovation.

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