Inside Asian Gaming

February 2011 | INSIDE ASIAN GAMING 31 Bally Technologies With iVIEW DM having been installed at multiple properties around the world, Bally’s focus has now shifted to creating killer apps for the platform. As Ms Burns explains: “Now that DM has been rolled out into the field—and with all new products, there’s a period of stabilising and making sure it does what it’s supposed to do—now that we’ve done that, it’s about adding the applications. That’s what takes it to the next level.” The apps are driven by the Elite Bonusing Suite, which, when used in conjunction with the iVIEW DM (or the small LCD iVIEW smart-screen retrofitted to machines without touch screens), enables floor-wide bonusing events at each gaming machine on the casino floor (as opposed to the bank-by-bank bonusing events offered by most competitors). U-Spin™ bonusing, slot tournaments, virtual-racing events, and dynamic random bonusing are just a few of the interactive applications within the Elite Bonusing Suite. The Elite Bonusing Suite currently features nine apps, and Ms Burns demonstrated three of them to Inside Asian Gaming —namely, Virtual Racing, DM Tournaments, and U-Spin Bonusing. How does the iVIEW DM work? i VIEW DM takes the iVIEW video signal and the game’s video signal, mixes them, and presents them on the game screens. It then remaps the touch-screen so that players can continue to interact with the game as well as with iVIEW content presented on the game screen. The iVIEWDM is able tomix standard game content along with content such as marketingmessages, player account information, and floor-wide bonusing applications. It then displays this content on any of the game screens without any interruption to game play. Bally proclaims of the iVIEW DM: “By turning every game into a robust communications device, you can now reward your players right at the machine as they play, announce a new promotion in split seconds, run a slot tournament with unprecedented ease, and literally personalise your messages to your most valuable players.” The iVIEW DM has also evolved into a self-service “kiosk,” enabling players to carry out many functions, including ordering drinks, requesting their car from valet, and reviewing their offers. As a point-of-sale device, it enables players to conduct banking functions and purchase lottery tickets and race and sports wagers without leaving their seat, in addition to a number of other functions. Streaming video functions even enable players to watch live sporting events and TV programs.