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Tropicana Chooses Bally, Expands Morongo Partnership

Slot and system supplier Bally Technologies announced that Tropicana Las Vegas is investing in the company's CMS/400 player tracking and marketing system, along with Bally's latest promotional tools.

Slot and system supplier Bally Technologies announced that Tropicana Las Vegas is investing in the company’s CMS/400 player tracking and marketing system, along with Bally’s latest promotional tools.

In addition, Tropicana has purchased Bally’s Business Intelligence Solutions (BI) with data analytics, visualization, and slot-floor mapping to better serve customers through improved understanding of game and table performance, players, and the important interaction between players and games.

“Integrating cutting-edge marketing tools and player tracking technology is a key component in our overall revitalization program,” said Tropicana Las Vegas Vice President of Marketing Trish Gilbert. “By utilizing Bally’s Business Intelligence Solutions, we will be better equipped to make the most up-to-date CRM decisions, maximize our slot offerings, and deliver targeted slot programs to our customers.”

Bally Technologies expects to go live with these solutions at the Tropicana by the end of September.

In addition, Bally has expanded its systems partnership with Southern California’s Morongo Casino Resort Spa to provide Bally Business Intelligence Solutions as well as a number of marketing products, including 2,000 iVIEW player-interface displays.

The contract comes on the heels of the casino’s investment in planned implementation of a Cisco Systems high-speed Ethernet casino floor. Morongo’s new networked floor will ensure communications operability across multiple networks and systems, and enable the casino to fully capitalize on all of the benefits of the newly purchased Bally solutions.

Bally’s iVIEW displays on each slot machine will permit Morongo to deliver marketing messages and secondary bonus games directly to the player. Additionally, Morongo selected Bally Power Promotions and Power Winners, which together will allow the casino to offer floor-wide random progressive jackpots and chain-reaction rewards, as well as cashless credits to the slot machine.

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