Bally Technologies has signed a licensing agreement with NASCAR, the popular stock car racing circuit, and will carry the brand across its games and systems businesses, in the form of the slot machine game and Elite Bonusing Suite's Virtual Racing NASCAR.

Both the slot and the systems-driven promotional tool take everything racing fans love about the sport and put it into a one-of-a-kind gaming experience. Both the NASCAR progressive slot machine and Virtual Racing product will debut at next month’s Global Gaming Expo in Las Vegas. Virtual Racing NASCAR will be available for Bally Systems customers this fall, and casinos can place orders for the NASCAR slot games in mid-2013.

“The millions of NASCAR fans who attend and tune in to watch races attest to the unprecedented popularity of this sport,” said Dan Savage, vice president of corporate marketing for Bally Technologies. “The racing theme is a great fit for our industry, and we've confirmed the appeal of the brand in our player testing.”  

The new slot, available on Bally's ALPHA 2 Pro Series V22/32 cabinet, plays on NASCAR fans' affinity for certain drivers, offering players a lineup of racing royalty from which to choose-Clint Bowyer, Dale Earnhardt, Jr., Jeff Gordon, Kevin Harvick, and Jimmie Johnson. While playing as one of these drivers, players will enjoy audio and video of their favorite stars of the oval, delivered via a 32-inch vertical touch-screen display and the Pro Surround Chair.    

With Virtual Racing NASCAR, Bally puts the pedal to the metal on floor-wide community-bonus events. The Elite Bonusing Suite's Virtual Racing product has already been a huge hit on casino floors across America, driving coin-in, carded play, new player's club signups, and tremendous floor-wide excitement, according to company literature.  

In other Bally news, three Seneca Gaming Corp. casinos in New York agreed to implement the company’s business intelligence, promotions and mobile applications.

Seneca Gaming Corp's three New York-based casinos-Seneca Niagara Casino & Hotel in Niagara Falls, Seneca Buffalo Creek Casino in Buffalo and Seneca Allegany Casino & Hotel in Salamanca-will have Bally Business Intelligence and Power Promotions connected to more than 6,500 gaming machines. Additionally, Bally Mobile will provide each casino with a customer-facing mobile website and mobile apps.

“We are thrilled to continue this partnership with Bally Technologies,” said Seneca Gaming CEO Cathy Walker. “The ability to combine world-class casino management systems, unique bonusing offerings, and state-of-the-art mobile technology makes Bally a perfect fit to help lead Seneca casinos into the future.”

Bally Business Intelligence is an advanced application that allows casino operators to analyze and visualize the extensive data gathered throughout their properties. Bally Power Promotions gives the casino the ability to extend electronic incentive cash offers to its players at the point of play. With Bally Power Promotions, slot club members can use their slot club cards to convert their valuable accumulated points and promotional dollars into playable credits without visiting the slot club booth, according to company literature.

The Bally solutions will provide additional capabilities for the Seneca casinos to serve patrons better both inside the casino, and also through innovative marketing programs and campaigns.

Meanwhile, Bally Technologies' mobile apps enable Seneca Casinos' fans and customers to perform a variety of tasks from their mobile devices, including:

• Purchase tickets to events, or book a suite at a special price-right from the app.
• Get detailed information about table games, learn about player-loyalty programs, and find poker and slot tournaments.
• Enjoy location-specific content and unlock offers once they are within a few miles of the property.
• Browse menus or make reservations at restaurants.
• Access overhead custom GPS maps or view detailed property maps of the casino.
• Use the embedded smart-search bar to find content by keyword.
• Contact reservations, room service, and other property personnel instantly.

“It is an honor for Bally Technologies to continue our great partnership with the Seneca Nation by providing both additional systems solutions and mobile apps to these properties," said Bally Technologies' President and COO Ramesh Srinivasan. “Our ability to provide traditional and mobile products speaks volumes about our powerful, multi-channel business-to-business solutions that provide casinos with a single view of the player whether they are at the casino, at home, or on the move.”