International edition
October 17, 2021

Marco Herrera, VP and Managing Director of Bally Europe

“Bally Technologies looks forward to introducing multiple new game titles”

(UK, exclusive After recent ICE show in London, Marco Herrera, Vice President and Managing Director of Bally Europe, talked about the products that the firm presented at its booth in ExCel and the feedback received by visitors. He also commented about the current situation of the business and about the plans of the company for the near future.


ith what feeling have you left ExCeL? How did you feel in the new venue? Has the show exceeded your expectations?
The ExCeL Centre is a cutting-edge venue and an ideal setting for this very important gaming trade show and conference. Its size and infrastructure truly enhanced the ICE experience, especially as the industry continues to become more and more technologically advanced. We look forward to returning next year.

What was the feedback of the visitors about Bally's participation?
The energy and excitement around the Bally stand, particularly our NASCAR, Pawn Stars and Michael Jackson King of Pop games, was palpable. These brands are recognized by millions of fans around the globe and show attendees were eager to see how we brought them to life for casino floors. The continuous interaction by those who played each machine indicates a positive response. Other popular titles included our first Multi-Game Pro V22/22 Game Pack and Bally’s first games created just for Europe: Fire Moon and Wild Escape.

Our OpenBet partnership, which was announced on the eve of ICE, really placed Bally Interactive front and center with ICE attendees. Show participants had the opportunity to experience the award-winning content and trailblazing play mechanics synonymous with Bally Technologies’ land-based titles, which are now launching online. More than 81 years of gaming expertise will 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 was recognized as 'Best Technology Provider / Supplier' at IGA. What does it represent for the company?
The fact that Bally has earned more than 50 awards over the past four years shows that we are continually focused on driving innovation to ensure our customers can provide their guests with exceptional service, an exciting gaming experience, and most of all, a good return on investment. We are continuously humbled to be recognized for our achievements in the gaming industry, and we never take it for granted.

Taking in mind what you could talk with your clients and visitors in general, what road do you think that the industry will take in the next months?
All indications are, after five challenging years for the gaming industry across the globe, casino operators seem more enthusiastic with their capital spend on quality new games and systems products that give them a competitive advantage, and good technology solutions which provide operational efficiencies and make the gaming experience more entertaining for their players. Casinos which have made significant enhancements in various gaming technologies and new games during the recent past have performed relatively better and seen measurable and significant returns on the various investments made.

That said, some markets remain relatively more challenging. The various recovering economies around the world are still impacting the industry as a whole. However, the mood at recent shows and across the gaming sector indicates an improving outlook.

What are your plans right after the show?
In addition to launching Grease and Michael Jackson King of Pop, Bally Technologies looks forward to introducing multiple new game titles, a wide array of system offerings, and proven iGaming content directly to operators throughout Europe. We’re also eager to continue unveiling our latest games, systems, and interactive technologies at shows around the globe which highlight several years of record-setting innovation. NASCAR and Pawn Stars continue to be popular with attendees, as do other new titles including Sumo Kitty, Betty Boop’s Fortune Teller, Prizeball Playboy and The Beach Boys.

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