Inside Asian Gaming

INSIDE ASIAN GAMING | June 2012 22 INSIGHTS that application. It is the number one in the casino industry as far as mobile applications go. So there we have done a lot of work since we acquired them. And the big thing is also it is integrated with our casino products, with our systems products. So the systems player database is there, and this newmobile functionality integrates very well with that. So staff can access a lot of the system products on their handheld devices, on their tablets and their phones? Absolutely. When you want to send an offer to a customer, you don’t need to send it bymail anymore.Youcansend it immediately that they get it on their mobile device and they use that promotion code, they go to a slot machine, and they easily get it. So it makes a lot of things easier. When you use the systems trends and current technology together, you can bring a lot of good things to the patrons. Now you mentioned social media. Is that something you expect will be a big growth part of your business? For our casino operators, yes. We are not going to get into the social space so much that we start competing with our customers. We don’t want to do that. Our job is to make sure we enable our customers to get more out of the social infrastructure that is now there. We want to provide them the tools and the infrastructure to make use of what is there available socially, and connect it to the land-based casino. So that a player connects to a casino whether they are in the land- based casino playing a game, or they’re on the mobile device, or they’re on the internet, or with a social media function. The iDeck in action Kurt Gissane business, to run their slot business. We’ve achieved that part. Now we are building on top of that. Much the way it happened in the US as well. Once you’re good with your core systems and it does a lot of things you want it to do, now on top of the core systems you can build the bonusing tools, you can build the marketing tools that now actually provide you more value. That can actually generate more revenue, provide you a lot more return on investment. So Macau, Asia, is going through that stage of evolution where the core systems focus is done. Now they’re focusing on the marketing and the bonusing and all the other tools. Can you tell us about some of the tools you’re highlighting at the show this year? In terms of systems, we are highlighting all the new products we’ve done recently. In the Elite Bonusing Suite now we have 9 different applications. Some of the highlights of those applications are DM Tournaments, usingwhichwe created a recentworld record [for the world’s largest slot tournament] at Pechanga [Resort & Casino in Southern California]. Historically in a casino you could play tournaments with about 100, 200 games. You had to take those 100 games, put it in a corner, cordon it off and run it very manually. Pechanga could run a tournament across 1,200 games. Just like that you can switch a normal video game to a tournament mode and switch it back in a matter of minutes. Those kinds of innovations are all part of EBS. So we are highlighting those kinds of products. We are highlighting the Service Tracking Manager, using which you can make your casino operations a lot more efficient. You can save a lot of money in how quickly you run your casino operations, how efficiently you do that. We are highlighting Display Manager— the ability to do a game window within the game screen. We’re highlighting that, and a whole lot of other applications. Systems, now, it’s so much innovation, so many tools available, and we are highlighting all of them at this show And you also recently acquired some mobile application development [with Macroview], and you now have a Bally Mobile team. What are they up to? So we created a new division called the interactive division, where we focus on three major areas: mobile, Internet and the social [media]. They’re focusing on all three as part of that division. The reason why we created that division is tomake sure that while we do all those innovative things in that, we don’t lose focus in our core business. So the core games and systems divisions are there, and we’ve created a new interactive division. We acquired this company, Macroview. Macroview provides you a mobile platform, that allows any new application you create, any new marketing, or player information application you create in a casino, to quickly be used regardless of what device a patron has. You don’t need to recreate it for the iPhone and for the Android and each device. You can create an application and quickly deploy it across your patrons, regardless of which device they use. About 70 to 80 casino sites already use