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Harrah's picks IGT displays

Leading slot manufacturer International Game Technology announced that Harrah’s Entertainment has selected the company’s “sb NextGen” displays for installation on more than 60,000 slot machines across the operator’s network of casinos. The device is being used as the portal for the next generation of Harrah’s customer relationship management program.

The NexGen display is a patented interactive touch-screen LCD communications device that will be used for a wide range of player communications, promotions, interactions and rewards tied to the Harrah’s Total Rewards national players club.

The sb NexGen system adds the state-of-the-art networking and connectivity capabilities using the newly established Gaming Standards Association specifications and protocols.     

“This agreement enhances our ability to deliver the next generation of our interactive CRM vision and a truly differentiated entertainment experience to Harrah’s customers,” said Tim Stanley, chief information officer for Harrah’s Entertainment. “By powering IGT’s displays with our award-winning Total Rewards marketing features and our new PRISM interactive customer relationship management capabilities, we will be able to further differentiate all of Harrah’s properties from the competition and deliver many new and exciting interactive experiences to our millions of loyal customers around the world.”

Harrah’s PRISM initiative, an acronym for Personalized Real-time Interactive Slot Marketing, is designed to introduce new CRM features and digital entertainment capabilities to the millions of Harrah’s Total Rewards cardholders who play slots at the operator’s casinos.

As part of the sales agreement, Harrah’s also plans to pilot the new Media Manager application functionality, a key component of IGT’s sb system, to create and deploy its own unique set of Total Rewards and PRISM interactive customer-marketing capabilities to all of its games. This approach will also position Harrah’s to deliver its custom PRISM and Total Rewards features to customers directly on the game screen (with or without a NexGen display) when various manufacturers’ games support the ability to do so via open GSA standards and IGT’s award-winning sb Service Window feature.

“We are pleased that Harrah’s chose our products for this important program,” said Steve Morro, IGT’s chief operating officer. “This agreement demonstrates IGT’s complete commitment to open-network architecture, as evidenced by Harrah’s use of its own custom software integrated to key components of IGT’s sb system and sb-enabled NexGens as the interface, as well as interfacing with other non-IGT casino management and gaming systems used by Harrah’s.”

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