Bally Technologies Awarded Enterprise-Wide Systems Contract with Galaxy Entertainment Group in Macau to Provide an Array of System, Server-Based Technology

Company to provide iVIEW Display Manager™ customer game interface, Bally Business Intelligence™, plus array of table management, marketing, and bonusing solutions

LAS VEGAS--()--Bally Technologies, Inc. (NYSE: BYI), a leader in slots, video machines, and casino-management systems for the global gaming industry, today announced an enterprise-wide contract with Galaxy Entertainment Group (GEG) to provide a comprehensive table, slot, and casino management system for GEG in Macau.

The contract win comes after a competitive evaluation process. With this enterprise-wide contract award, Bally Systems are now the technology solution of choice for Asia-Pacific’s largest multi-casino operators Sands China Ltd., GEG, and Sociedade de Jogos de Macau (SJM).

“We are honored to have been selected by GEG for this expansive systems solution, and look forward to providing them with industry-leading technology that will help them make their business even more successful,” said Richard M. Haddrill, Bally’s Chief Executive Officer.

Bally is providing GEG’s table-game business with its TableView™ real-time table-rating and player-tracking solution which also features a Junket module to help operators better administer their VIP business.

Bally will support GEG with its new SDS® Windows® Version 11 slot-accounting and player-tracking system, an integrated information solution that continually monitors slot machines, other gaming devices, and customer gaming activity.

Bally’s new SDS Windows provides customers with a competitive slot management system utilizing a modern scalable architecture. The SDS Windows solution delivers flexibility, easy maintainability, and horizontal and vertical scalability for any size of casino operation.

To help GEG enhance and expand its marketing programs, Bally is providing its server-based iVIEW Display Manager (DM), an award-winning solution that provides a casino and employee interface using the game display – on multiple manufacturers’ gaming machines. This enables gaming operators to present player’s club content and marketing messages directly onto game screens with picture-in-picture capability. iVIEW DM works on any gaming machine and is backwards compatible with existing machines.

“iVIEW DM will be a powerful tool for GEG in enhancing their players’ experience at the slot machine,” Haddrill said. “We are experiencing increased interest in iVIEW DM across the globe as more and more operators see its potential for dramatically improving customer service, player marketing, and promotions.”

In addition to iVIEW DM, Bally is providing GEG with a number of other marketing, promotions, bonusing, and cashless solutions including eTICKET™; Bally Power Winners™; Bally Power Coupon™; and Bally Power Promotions™.

To enable GEG to better understand their players and make their operations more efficient, Bally is providing Bally Business Intelligence, a powerful data analytics and visualization solution. This solution provides powerful data on game and table performance; player and game interaction; inside and outside mapping; player behavior and trends; player loyalty and value; and event and promotion evaluation.

“In the course of our lengthy evaluation process, it became obvious that Bally Systems provided the most comprehensive and powerful solution for our growing operation – from table management to marketing to cutting-edge player communications,” said Francis Lui, Vice Chairman, GEG. “We looked in detail at Bally’s development centers in India and elsewhere and were impressed with their commitment to innovation and continual product evolution and improvement. That, coupled with unsurpassed customer service and support, makes Bally one of our key partners as we continue to grow our operation.”

Bally’s first implementation for GEG will be in May 2010 at the StarWorld Hotel and Casino (GEG’s flagship property), which will become the first casino in Asia-Pacific to use Bally’s iVIEW DM and Business Intelligence solution. Bally will replace a competitor’s system at this casino. The StarWorld implementation will be followed in the first calendar quarter of 2011 by the new Galaxy Macau on the Cotai Strip, the newest and most luxurious of all the GEG properties.

About Galaxy Entertainment Group Limited (GEG)

Galaxy Entertainment, through its subsidiary, Galaxy Casino, S.A., holds a Macau gaming concession. GEG is authorized to carry out casino games of chance in Macau, which is the only legal gaming location in China. GEG owns and operators StarWorld Hotel and Casino – a luxury, five-star property located on the Macau peninsula and operates four CityClub Casinos in Macau. The Group has under construction “Galaxy Macau,” a fully integrated resort, entertainment, and gaming destination. GEG is well positioned for long-term growth with its new Asian-centric resort. For more details, please visit http://www.galaxyentertainment.com/eng.

About Bally Technologies, Inc.

With a history dating back to 1932, Las Vegas-based Bally Technologies designs, manufactures, operates and distributes advanced gaming devices, systems and technology solutions worldwide. Bally’s product line includes reel-spinning slot machines, video slots, wide-area progressives, and Class II, lottery and central determination games and platforms. As the world’s No. 1 gaming systems company, Bally also offers an array of casino management, slot accounting, bonusing, cashless and table management solutions. The Company also owns and operates Rainbow Casino in Vicksburg, Miss. For more information, please contact Laura Olson-Reyes, Director of Corporate Communications, at 702-584-7742, or visit http://www.ballytech.com.

This news release may contain “forward-looking” statements within the meaning of the Securities Act of 1933, as amended, and is subject to the safe harbor created thereby. Such information involves important risks and uncertainties that could significantly affect the results in the future and, accordingly, such results may differ from those expressed in any forward-looking statements. Future operating results may be adversely affected as a result of a number of risks that are detailed from time to time in the Company’s filings with the Securities and Exchange Commission. The Company undertakes no obligation to update the information in this press release and represents that the information is only valid as of today’s date.

– BALLY TECHNOLOGIES, INC. –

Contacts

Bally Technologies, Inc., Las Vegas
Laura Olson-Reyes, 702-584-7742
Director of Corporate Communications
Lolson-reyes@ballytech.com
Michael Carlotti, 702-584-7995
Vice President of Investor Relations and Capital Markets
mcarlotti@ballytech.com

Contacts

Bally Technologies, Inc., Las Vegas
Laura Olson-Reyes, 702-584-7742
Director of Corporate Communications
Lolson-reyes@ballytech.com
Michael Carlotti, 702-584-7995
Vice President of Investor Relations and Capital Markets
mcarlotti@ballytech.com