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SLS selects Bally Technologies for systems and interactive platform

3rd December 2013 2:38 pm GMT

SLS Hotel & Casino has signed a deal to utilise Bally Technologies’ systems solutions, including the company’s open iGaming platform, as the Nevada casino prepares for its scheduled opening on the Las Vegas Strip next year.

SLS has selected a wide array of Bally's systems and interactive solutions, and will also offer customers several unique loyalty programs.

SLS Hotel & Casino president and chief operating officer Rob Oseland said that Bally's commitment to configuring its systems and interactive solutions to fit the unique needs of customers made them a perfect partner.

“Bally offers an end-to-end approach to the gaming industry and an unparalleled commitment to the systems business,” said Oseland. “We anticipate this is the beginning of a relationship that will provide a strong return-on-investment for our new casino.”

The hotel and casino is scheduled to open in the fall of 2014 with more than 1,600 guest rooms, 800 gaming machines, and 80 table games.

The agreement with Bally includes floor-wide deployment of the company’s iVIEW Display Manager (DM) with Elite Bonusing Suite (EBS), enabling SLS to offer guests bonusing events such as DM Tournaments, U-Spin Bonusing, Flex Rewards, and Virtual Racing.

SLS will use Bally's ACSC slot monitoring, marketing, player-tracking, and accounting solutions, as well as the state-of-the-art Promotional Kiosk application, the automated dispatch and alert system Service Tracking Manager (STM), and Bally Business Intelligence to analyze and visualize data.

“The Bally product portfolio allows SLS Hotel & Casino to offer a broad loyalty program across our entire business operation,” continued Oseland. “We want to provide our guests a one-of-a-kind experience to reward their loyalty at hotels, nightclubs, and restaurants across the country, while having seamless integration with the new Las Vegas casino.

“These integrated products will eventually allow for a single view of the player, positioning us well for the future.”

Additionally, SLS will utilize Bally's open iGaming platform to provide best-in-class content from a multitude of providers, along with the integration between iGaming and ACSC player-tracking.

The platform is also designed for mobile integration and is ready to accommodate online gaming beyond poker, such as casino table games, video slots, and sports betting, should legislation allow in the future.

SLS will be the third Nevada casino to sign up for Bally’s igaming platform, alongside Golden Nugget and the Stratosphere owner American Casino & Entertainment Properties (ACEP), both of whom are expected to launch real-money online poker sites before the end of this year.

Bally’s president and CEO Ramesh Srinivasan said the company was “honoured” that SLS had chosen its systems solutions for its luxury Las Vegas property.

“We are able to configure all of our systems solutions to create unique possibilities for each customer,” he said. “These solutions have been designed to help our partners realize significant competitive advantages, measurable ROI, increased profitability, and a single view of the player.”

Shares in Bally Technologies Inc (Co. Data) (NYSE:BYI) closed yesterday at $74.47 per share in New York.

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