Marketing News

Scientific Games Corporation has expanded its relationship with Penn National Gaming, launching a broad suite of casino management systems and products for the operator’s new Plainridge Park Casino, the first casino in Massachusetts.

The deal will see the supplier’s Bally, WMS and Shuffle Master-branded games account for 44 per cent floor share of new gaming devices in Plainridge, which is set to open in June this year. It will also launch the company’s video, spinning reel and speciality game platforms including BLADE, Fusion and Pro Series machines.

Popular titles such as Blazing 7s, Playboy, Quick Hit, and Monopoly Luxury Diamonds will go live in the casino, which will also become the first US venue to implement Bally’s play-management system for responsible gambling.

A voluntary solution that allows customers to limit spending and play time, it is a legal requirement of offering gambling products set by the Massachusetts Gaming Commission.

Plainridge has also selected Scientific Games as it exclusive partner for casino management, player tracking and rewards systems. Bally’s ACSC and CMS systems will be used to connect the venue’s 1,250 machines, which all include the BallyiVIEW or iVIEW Display Manager interfaces, allowing users to view account information, bonuses, rewards and even place drinks orders.

“We are honored and excited to expand our long-standing and thriving partnership with Penn National by providing Plainridge Park Casino such a broad portfolio of our products representing our popular Bally, WMS, and Shuffle Master product brands across systems and games,” Scientific Games president and chief executive Gavin Isaacs commented.

“Since our merger with Bally Technologies late last year, we have been able to leverage the breadth and diversity of our combined product library to extend value and drive better business outcomes for our customers as a single provider partner – creating trailblazing and entertaining experiences for players and helping operators optimize their investments.”

Plainridge Park is one of three licensed entities in Massachusetts, and the first casino, having been approved to operate in the state alongside resorts that will be built by MGM Resorts in Springfield, and Wynn in Everett. A third resort licence is to be issued for a venue in Brockton.

Following the announcement of the partnership, Scientific Games Corporation (Co.Data) (NASDAQ:SGMS) saw its share price close up 1.35 per cent at $15.05 per share in New York yesterday.