Inside Asian Gaming

INSIDE ASIAN GAMING | February 2011 30 Bally Technologies W hat makes the iPhone so much more than an Internet-enabled mobile device is the ever-growing array of empowering apps available to its users. One could almost be forgiven for thinking “app” is short for Apple. Although many similar apps can be downloaded to other smart-phone platforms, the iPhone got there first, and its first-mover advantage will keep it well ahead of the pack for the foreseeable future. The apps available on Bally Technologies’ Elite Bonusing Suite™ similarly position the company’s iVIEW Display Manager™ (DM) as the dominant platform for casino operators to deliver content to players through gaming machines. The iVIEW DM is an intelligent controller that enables operators to present system and marketing messages on the main game screen, the top game display, and even the overhead display with picture-in-picture capability. The systems-driven content that can be delivered via iVIEW DM includes player account information, Bally CoolSign® media content, and directed marketing messages. The iVIEWDM can essentially turn almost any slot machine that has a video display using industry-standard protocols into a new delivery system for customised marketing at the point-of-play. Two important features have given the iVIEW DM a clear early lead over its biggest rival in the in-game player-user-interface space; Service Window from International Game Technology (IGT). Firstly, the iVIEW DM can run on any slot machine, regardless of the manufacturer. “As long as it’s got a touch screen, you can put DM on it,” said Bally Technologies’ Managing Director and Vice President of Asia-Pacific Cath Burns. The iVIEWDM can also be installed on steppers that have touch-enabled top- box monitors. IGT, by contrast, went for a “very proprietary philosophy” with Service Window, explains Ms Burns. “They wanted to drive games sales. They said you’ve got to buy new games, because it’s only available on their games. We viewed it differently. Our view was that our customers had already invested in technology—made their investment in games—and they shouldn’t have to throw out all that investment. We wanted a technology that Is compatible with the game; that offers additional opportunity to generate revenue; improves the player experience, and adds value.” The other vital difference is that iVIEW DM relays content through the iVIEW processor rather than the game processor, which would require separate regulatory approvals and complex development and integration efforts. The iVIEW DM thus enables game and systems content on the same display without interrupting game play, whereas Service Window runs through the game processor, which some sources argue could impair game performance. Cath Burns Value Adding Apps Cath Burns, Managing Director and Vice President of Asia-Pacific for Bally Technologies, discusses the power and potential of the Elite Bonusing Suite™