Bally Technologies Prepares to Enter Legal US Online Gambling Market

Bally Technologies, a premier provider of gambling equipment and games in US, announced the creation of its new business division – Bally Interactive. The announcement came during the G2E gaming expo, held in Las Vegas this week.

The new division will devote its efforts to creating platforms for online casinos in United States once the legalization of online gambling goes through. The increasing likelihood of legalization inspired many other industry players to think about online divisions.

Bally Technologies told United States gambling news that the new division will: "encompass Bally's mobile, Internet, and social initiatives, complementing its traditional games and systems business lines." Bally Interactive will offer casino operators an opportunity to bring their land-based offerings to online scene.

All this is naturally based on assumption that American gambling laws will change in the near future, allowing legal internet gaming in the country. Bally is confident in such a change and showcased its full cross-platform software for all casinos including land-based outlets, mobile casinos, online casinos and system-based games.

During the course of next year the company plans to integrate its mobile and online software with its core business – slots management and business-intelligence systems. This could offer 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,” said the company’s representative.

CEO of Bally Technologies, Richard M. Haddrill, commented: "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 went on to add: "This integration will enable our customers - the casino operators - to stay connected to player trends and behavior, as well as give their patrons access to player's club accounts when they are at home or on the go."