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Bally Technologies wins systems contract with Empire City Casino at Yonkers Raceway

29 Jul 2011

LAS VEGAS, Nevada -- (PRESS RELEASE) -- Bally Technologies, Inc. (NYSE: BYI), a leader in slots, video machines, casino-management, mobile applications, and server-based systems for the global gaming industry, today announced a new systems contract with New York’s Empire City Casino at Yonkers Raceway.

“The scalability of our system was very important to Empire City Casino, New York’s largest racetrack casino operation, and the continued enhancements to our systems clearly demonstrate our commitment to the New York gaming market.”

Bally Technologies will replace the current system with a new, one-of-a-kind, casino-management and patron-loyalty system - Bally CMP (Casino Market Place) - that will interface with Empire City’s legacy game-management and monitoring system, thus protecting Empire City Casino’s already invested capital.

“Providing our players with a heightened experience is paramount,” said Tim Rooney, Chairman and Owner of Empire City Casino at Yonkers Raceway. “Bally CMP’s modular and player-centric design best fits our needs and gives us the best marketing tools available to increase and continue our success.”

Wayne Smith, Empire City Casino’s Chief Operating Officer, added, “Our market is becoming more and more competitive, so another key consideration was Bally’s world-class player-tracking system, which will enable us to reward our loyal patrons and continue growing our business.”

Bally’s systems will support more than 5,310 gaming devices at Empire City. Seven of the eight racetrack casinos in New York now use Bally for their player-centric marketing; with Empire City Casino being the largest of the group.

“We’re proud and humbled to begin installing Bally’s solutions at the legendary Empire City Casino at Yonkers Raceway,” said Richard Haddrill, Bally Technologies’ Chief Executive Officer. “The scalability of our system was very important to Empire City Casino, New York’s largest racetrack casino operation, and the continued enhancements to our systems clearly demonstrate our commitment to the New York gaming market.”

The Bally systems solutions selected by Empire City Casino will handle player-loyalty programs, and various other marketing, promotions, and bonusing functions.

Bally will provide the property with a version of Bally’s Power Coupon™ functionality designed specifically for the New York lottery market.

Empire City Casino will also install Bally's state-of-the-art Promotional Kiosk™ application across all kiosks on the gaming floor. The casino will also leverage Bally's couponing functionality, tightly integrated with CMP and Promotional Kiosk, to provide a seamless patron experience across all avenues.
 
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