Company to provide Bally Business Intelligence Solutions and a number of marketing products

Bally Technologies has expanded its systems partnership with Morongo Casino Resort Spa to provide Bally Business Intelligence Solutions as well as a number of marketing products, including 2,000 iVIEW player-interface displays.

The contract comes on the heels of the Southern California casino’s substantial investment in their property with the planned implementation of a Cisco Systems high-speed Ethernet casino floor. Morongo’s new networked floor will ensure communications operability across multiple networks and systems, and enable the casino to fully capitalize on all of the benefits of their newly purchased Bally solutions.

Bally’s iVIEW displays on each slot machine will empower Morongo to deliver marketing messages, bonusing, and secondary bonus games directly to the player. In addition, Morongo selected Bally Power Promotions and Power Winners, which together will allow the casino to offer floor-wide random progressive jackpots and chain-reaction rewards, as well as cashless credits to the slot machine.

Along with these powerful new marketing tools, Morongo Casino selected Bally Business Intelligence Solutions (BI), a comprehensive suite of data analytics and visualization tools that will allow the casino to better understand and analyze gaming-floor performance, player and game interaction, player behavior and trending, and player loyalty and value. Bally’s BI puts critical casino performance and player data right at casino operators’ fingertips, using heat mapping software and vital reports.

“We can’t wait to start using these robust marketing and business intelligence tools to deliver more targeted and effective marketing programs to our players,” said Dual Cooper, Morongo general manager. “In ultra-competitive times like these, you need the advantages that these types of marketing programs provide so that you keep players in their seats and excited about second ways to win.”

“This upcoming implementation is particularly exciting for Bally because we will be partnering with both Morongo and Cisco to deliver these advanced new tools,” said Ramesh Srinivasan, executive vice president, Bally Systems. “We are confident that Morongo will see both an increase in operating efficiencies and revenue with these Bally solutions.”