International edition
June 23, 2021

Marco Herrera, Bally’s VP and Managing Director of Europe

“We’re thrilled to share our latest technologies in ICE’ stunning new venue”

(UK, exclusive Marco Herrera, Bally’s VP and Managing Director of Europe, granted an interview to days before the start of ICE show in London, where the firm will showcase more than 60 unique game titles and a wide array of system offerings. “Bally Interactive takes center stage as ICE attendees will have the opportunity to experience the thrill first hand as more than 81 years of gaming expertise launches online,” he commented.


hat are your expectations about ICE?
We’re thrilled to share our latest technologies in this stunning new venue. Bally Technologies will showcase more than 60 unique game titles, a wide array of system offerings, and proven iGaming content highlighting an incredible year of record-setting innovation. Bally brings two more world-class brands to ICE: NASCAR and Pawn Stars, following the recent European rollout of its Michael Jackson King of Pop and GREASE games. Additional titles expected to draw a crowd are popular licensed brands Betty Boop’s Fortune Teller, Prizeball Playboy and The Beach Boys.

How do you think that the new venue will influence in the development of the show?
The ExCeL Centre is a cutting-edge venue and an ideal setting for this very important gaming technology trade show. Its size and infrastructure can only enhance the experience as ICE, and the gaming industry, continues to grow. 

What place will have interactive gaming in the show?
Bally Interactive takes center stage as ICE attendees will have the opportunity to experience the thrill first hand as more than 81 years of gaming expertise launches online. The award-winning content and trailblazing play mechanics synonymous with Bally Technologies’ land-based titles will now be available to players online and through their mobile device via Bally’s full suite of interactive solutions offered through the Company’s remote gaming server (RGS). Bally’s open iGaming platform enables casinos to deliver play-for-free and wager-based poker, table games, video slots, bingo, and sports betting and choose from best-of-breed content as well as a library of interactive games based on proven casino-gaming titles.

What products will you present? What are its main features?
Bally brings one of the world’s top TV shows to casino floors in Pawn Stars, featuring Rick, grandfather Richard (Old Man), grandson Corey, and Corey’s loveable sidekick Chumlee, from the hit TV series Pawn Stars on the HISTORY Channel. Airing in more than 150 countries in 37 languages, Pawn Stars has been rated a top cable show in the United States, Europe, and Latin America, and has millions of viewers across the globe.
The game begins when a player chooses their favorite character from the show. Selling and negotiating adds excitement during the Negotiation Bonus, where players choose an item to sell and then negotiate with the Pawn Stars for credit awards. With its giant wheel, free games, 11 wheel-bonus prizes, wilds, pick-‘em features, and iDeck interaction, this game promises to be as popular as the show itself.

The NASCAR video slot brings the thrill of racing to any casino floor and features a lineup of who’s who in racing royalty – Clint Bowyer, Dale Earnhardt, Jr., Jeff Gordon, Kevin Harvick, and Jimmie Johnson. NASCAR is delivered on Bally’s ALPHA 2 Pro Series V22/32 cabinet with a near-area progressive jackpot award. Players select their favorite driver and the game screens change to reflect that driver’s team colors and branding. This high-octane experience features three bonuses: The Pit Stop Bonus, Burnout Free Games, and the U-Race Bonus.

ICE attendees should also look for Betty Boop’s Fortune Teller, which offers an unprecedented 15 bonuses at any bet and U-Spin and U-Choose bonuses. The superb follow-up to the popular Cash Wizard, Tiki Magic is Bally Technologies first 1080p high-definition game and features a new mystical character, Ms. Magic, three new thrilling base-game bonus features, and two fun Wizard Bonus Bet features. There’s even a Pachinko-style bonus.

Also prominently featured are Bally’s first Europe-specific games, a Multi-Game Pro 22/22 game suite, and games with Super EZ Select button configurations to assist both low and high max- bet market needs. The Company will also display its first player-selectable language games, and video titles that are part of the recently announced partnership with High 5 Games.

Must-see core for-sale titles include Sumo Kitty, wrestling up plenty of fun with the Super Hot Zone play mechanic. The colorful characters in Visitors from Planet Z and Hand of the Devil are the latest titles from the Bally Signature Series and are linked together as part of the fast-pay progressive family.

For the award-winning Pro Curve cabinet, ICE visitors will see stunning graphics and electrifying play mechanics on games such as Balloon Festival, Wild Blue Yonder, Glitter Ball and Star Signs, which lets players choose their zodiac sign to theme the game.

How was 2012 for the most important markets of EMEA? What is the perspective for 2013?
It was an amazing year of record-setting innovation and revenue at Bally Technologies. Following the roll-out of Michael Jackson King of Pop and GREASE games across Europe and Africa, we unveiled two more world-class brands: NASCAR and Pawn Stars which operators are eager to place on their casino floors. The initial response in Italy has been positive and we’re excited about the possibilities in Greece if they implement a video-lottery program. We also see a growing interest in system products, especially our Elite Bonusing Suite of floor-wide bonusing applications which creates a fresh and exciting entertainment experience for customers, while providing the kind of return-on-investment that all properties are seeking.

All indications are, after four challenging years for the gaming industry across the globe, casino operators seem more enthusiastic with their capital spend on quality new games, systems, and interactive products that give them a competitive advantage, and good technology solutions which help operational efficiencies and make it more entertaining for their players. 

What is your opinion about this article?
  • I like it
    0 votos
  • I don't like it
    0 votos
  • I have not thought about it
    0 votos
Leave your comment
Newsletter Subscription
Subscribe to receive the latest news and updates
Enter a valid email
Complete the captcha
Thank you for registering to our newsletter.
Follow us on Facebook