GGB is committed to providing updated news and analysis on our weekly news site, GGBNews.com.

Bally Lands Enterprise-Wide Caesars Deal

Bally Lands Enterprise-Wide Caesars Deal

Slot and system supplier Bally Technologies announced a major deal with Caesars Entertainment, under which the Bally iVIEW Display Manager system will be deployed enterprise-wide across the 40-plus properties of Caesars, the world’s largest gaming operator.

The iVIEW DM system links slots to a computer server to allow loyalty-based bonus games, property-wide promotions such as video horse races, and a variety of other marketing and communication right at the machines. It is deployed and in operation at California’s Barona and Pechanga casinos, where property-wide promotions and individual loyalty games through the Bally Bonus Elite system have already boosted gaming revenues.

The Bally iVIEW system channels messages, promotions and loyalty games to the entire screen of any video slot—players have the option of shrinking the bonus-game screen to continue playing the primary game. On traditional reel-spinning games, promotional content is fed to the standard iVIEW display, a service window integral to the machine.

The iVIEW DM system is the first such server-based promotional system to be deployed on the games of several different manufacturers. In the California casinos, the promotional games are fed to the slots of the five top slot-makers in the business.

Under the new agreement, the first live deployment of iVIEW DM has been completed at Caesars’ Horseshoe Casino Hammond, in the Hammond, Indiana, suburb of Chicago. An expansion of iVIEW DM at this site, as well as implementation at other Caesars Entertainment properties, will follow on suitable gaming devices across multiple gaming manufacturers.

According to Bally officials, iVIEW DM will enable Caesars Entertainment to provide players with an enhanced player experience at the gaming machines, using the dynamic picture-in-picture-style that California operators have praised.