Tuesday October 4, 2011 : Another G2E exhibitor shows a keen interest in legalised online gambling with the formation of a new division
 
One of the top US suppliers of gambling games and equipment, Bally Technologies has used the G2E conference and expo currently taking place in Las Vegas as the launchpad for a new business division – Bally Interactive.
 
Clearly spurred on by the growing likelihood that legalised online gambling will be achieved in the United States, the company says that its new division will "encompass Bally's mobile, Internet, and social initiatives, complementing its traditional games and systems business lines."
 
Through Bally Interactive, the company will offer casino operators the ability to augment their land-based casino gaming with mobile and online play-for-free and wager-based games, obviously in anticipation of legalised internet gambling at some point in the future.
 
At G2E, Bally is exhibiting its complete cross-platform solution for casinos, including land-based, mobile, online, and systems-based games, a spokesman said this week.
 
Over the next year, Bally will integrate its mobile and Internet solutions with its core casino patron, slot-management, and business-intelligence systems to give gaming operators a "single view of the player" and enable casinos to deliver a powerful experience to their patrons whether they are on the casino floor, at home, or on the move, he added.
 
Richard M. Haddrill, the Bally's chief executive officer said the new initiative was a very exciting step in the evolution of the company: "As gaming expands outside the casino floor, our technologies will enable casino operators to reach their patrons wherever they are, bringing the casino to the players, and bringing players back to the casino," he said, adding that the compny is especially keen on integrating its new mobile and Internet solutions with its industry-leading core systems.
 
"This integration will enable our customers — the casino operators — to stay connected to player trends and behaviour, as well as give their patrons access to player's club accounts when they are at home or on the go," he said.