Bally Technologies, Harrah's Entertainment extend contract

14 Feb 2008

LAS VEGAS, Nevada -- (PRESS RELEASE) -- Bally Technologies, Inc. (NYSE: BYI), a leader in slots, video machines, casino management systems and networked solutions for the global gaming industry, announced today that Harrah's Entertainment, Inc. has extended its domestic relationship with Bally to provide key casino slot and gaming management and marketing systems for Harrah's international operations.

The transaction is subject to Harrah's corporate approvals, execution of definitive agreements, and receipt of required regulatory approvals.

Bally and Harrah's commitment to work together internationally comes on the heels of Bally's recent announcement that it continues to bolster its international product portfolio and infrastructure. Bally is developing more games and systems technology specifically for international markets and has recently opened new sales and support offices in Spain and South Africa, with a Mexico City office slated to open this spring.

"We're pleased to be extending our relationship with Bally Technologies as we pursue an aggressive global growth strategy," said Tim Stanley, Harrah's Entertainment Chief Information Officer and Senior Vice President of Innovation & Gaming. "Bally has been a provider of choice in supplying the operational, accounting and management systems that support our industry- leading Total Rewards(TM) capabilities that enhance our guests' experience through interactive entertainment offerings. Under this new agreement, Bally will also become a key software supplier for our casino and gaming management systems at our current and planned international operations."

Bally also announced that Harrah's has licensed Bally Power Winners(TM) and Power Promotions(TM) technologies for use as part of Harrah's new and proprietary PRISM interactive customer relationship management initiative. Under the licensing agreement, which is also subject to Harrah's corporate approvals, execution of definitive agreements, and receipt of regulatory approvals, Harrah's can implement Bally's new promotional and downloadable credit features as an integral part of Harrah's Total Rewards(TM) marketing programs worldwide.

Harrah's PRISM initiative, an acronym for Personalized Real-time Interactive Slot Marketing, is designed to introduce unique CRM features and capabilities to the millions of Harrah's Total Rewards cardholders who play the company's 60,000-plus slots.

"We are very excited about extending our partnership with Harrah's to supply these system products internationally and cutting-edge promotional and downloadable credit features worldwide," said Richard M. Haddrill, Chief Executive Officer of Bally Technologies. "The flexibility and configuration options built into our products will allow Harrah's to build on the existing strength of its player-loyalty program and manage their business both domestically and globally."

Recognized as the industry systems leader with more than 368,000 machines at casino, bingo, Class II, central determination and lottery locations worldwide -- including more than 215 locations currently running Bally eTICKET(TM) on more than 251,000 slot machines -- the Bally Technologies systems product line offers slot machine cash monitoring, table management, cashless, accounting, security, maintenance, marketing, promotional and bonusing capabilities, enabling operators to accurately analyze performance and accountability while providing an enhanced level of customer service.

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	Bally Technologies, Harrah's Entertainment extend contract 14 Feb 2008 <a href='https://ad.casinocity.com/adclick.php?n=a21efcd1'><img src='https://ad.casinocity.com/adview.php?what=-site:vendors/width:250/RON&n=a21efcd1' border='0' alt='' /></a> LAS VEGAS, Nevada -- (PRESS RELEASE) -- Bally Technologies, Inc. (NYSE: BYI), a leader in slots, video machines, casino management systems and networked solutions for the global gaming industry, announced today that Harrah's Entertainment, Inc. has extended its domestic relationship with Bally to provide key casino slot and gaming management and marketing systems for Harrah's international operations. The transaction is subject to Harrah's corporate approvals, execution of definitive agreements, and receipt of required regulatory approvals. Bally and Harrah's commitment to work together internationally comes on the heels of Bally's recent announcement that it continues to bolster its international product portfolio and infrastructure. Bally is developing more games and systems technology specifically for international markets and has recently opened new sales and support offices in Spain and South Africa, with a Mexico City office slated to open this spring. "We're pleased to be extending our relationship with Bally Technologies as we pursue an aggressive global growth strategy," said Tim Stanley, Harrah's Entertainment Chief Information Officer and Senior Vice President of Innovation & Gaming. "Bally has been a provider of choice in supplying the operational, accounting and management systems that support our industry- leading Total Rewards(TM) capabilities that enhance our guests' experience through interactive entertainment offerings. Under this new agreement, Bally will also become a key software supplier for our casino and gaming management systems at our current and planned international operations." Bally also announced that Harrah's has licensed Bally Power Winners(TM) and Power Promotions(TM) technologies for use as part of Harrah's new and proprietary PRISM interactive customer relationship management initiative. Under the licensing agreement, which is also subject to Harrah's corporate approvals, execution of definitive agreements, and receipt of regulatory approvals, Harrah's can implement Bally's new promotional and downloadable credit features as an integral part of Harrah's Total Rewards(TM) marketing programs worldwide. Harrah's PRISM initiative, an acronym for Personalized Real-time Interactive Slot Marketing, is designed to introduce unique CRM features and capabilities to the millions of Harrah's Total Rewards cardholders who play the company's 60,000-plus slots. "We are very excited about extending our partnership with Harrah's to supply these system products internationally and cutting-edge promotional and downloadable credit features worldwide," said Richard M. Haddrill, Chief Executive Officer of Bally Technologies. "The flexibility and configuration options built into our products will allow Harrah's to build on the existing strength of its player-loyalty program and manage their business both domestically and globally." Recognized as the industry systems leader with more than 368,000 machines at casino, bingo, Class II, central determination and lottery locations worldwide -- including more than 215 locations currently running Bally eTICKET(TM) on more than 251,000 slot machines -- the Bally Technologies systems product line offers slot machine cash monitoring, table management, cashless, accounting, security, maintenance, marketing, promotional and bonusing capabilities, enabling operators to accurately analyze performance and accountability while providing an enhanced level of customer service.