WMS, Harrah's to deploy Total Rewards version of Star Trek game

WMS Gaming and Harrah’s Entertainment have entered into an agreement to deploy a Harrah’s Total Rewards version of WMS’ STAR TREK series of gaming machines.  

Harrah’s planned to begin introducing these customized games across its enterprise -- beginning in Las Vegas in December 2008. Players who are members of the Harrah’s Total Rewards program will be able to use their cards to create a personalized and differentiated gaming experience on the STAR TREK themed gaming machines at most of the company’s casinos in North America, as Harrah’s moves forward with a market-by-market implementation plan, subject to additional jurisdictional regulatory approvals.

The popular STAR TREK video gaming machines are the first games deployed on WMS’ fourth foundational networked gaming technology: the category-creating Adaptive Gaming technology plaform. This server-enabled, networked gaming platform provides players with the unique ability to personalize their game play, allowing them to save their play status and unlock additional bonus rounds and game episodes over time.

“As we introduce our latest innovation at Harrah’s, in collaboration with the creative WMS team, the unique Adaptive Gaming platform has enabled us to provide an enhanced level of personalization and a more differentiated entertainment experience each time a player logs onto the game with their Total Rewards card,” said Tim Stanley, chief information officer and senior vice president, innovation, gaming and technology of Harrah’s Entertainment, Inc. “With both companies’ customer-focused approach to bringing players a total entertainment experience, WMS’ STAR TREK games align perfectly with our Total Rewards program.”

“With Harrah’s broad geographic operating base and planned implementation across our nearly 40 properties in North America, our players will be able to enjoy these unique and entertaining episodic experiences at any Harrah’s casino they visit that features these unique STAR TREK games on the casino floor,” Stanley said.

WMS President Orrin J. Edidin said the agreement demonstrates WMS’ “ability to offer innovative and differentiated gaming products that support our customers’ strategic initiatives, including their patron loyalty programs.”  

Bally expanding European sales and service with new Amsterdam headquarters

Bally Technologies announced in December that it will be opening a new European headquarters for its sales and service operations, to be located in Amsterdam, Netherlands. The company also announced a realignment and expansion of its European sales and service organization to meet the needs of its expanding presence in the European gaming market.

The new Amsterdam headquarters will house the company’s main European logistics, warehousing, financial, sales, production/assembly, and customer-service operations.

“Our new Amsterdam European headquarters will allow us to be more flexible, responsive, and proactive than ever before in serving our existing customers in western Europe and growing our customer base throughout the continent,” said John Connelly, Bally vice president of international and gaming operations. “Our senior European sales management team, along with our outstanding technical support and gaming service personnel, will be even better equipped to provide our current and future customers with the kind of superior, best-in-class support they expect from Bally, a world leader in gaming products and systems technology.”


Bally also will open a new sales and service office in Ljubljana, Slovenia to support an expanding presence in eastern Europe. The company will continue to maintain satellite sales and service operations centers in Germany, Spain, and the United Kingdom.

In addition, in response to its rapidly expanding systems business throughout Europe, Bally will also relocate its systems research and development and service operations to much larger facilities in Nice, France.

“Our new offices in Ljubljana will allow us to better serve such existing Bally Systems customers as the HIT Group, as well as provide the resources we need to further expand our market penetration into central and eastern Europe,” Connelly said. “This is in addition to our existing sales and service centers located in Spain, England, and Germany.”

Bally also recently named Jurate Bitinaite as regional sales manager for Eastern Europe.

 “We welcome Jurate to our growing international sales team,” said Marcel Heutmekers, Bally director of Europe. “Her background and experience in the Baltic States and Eastern European countries will help us to continue our aggressive expansion into these key gaming markets.”

A native of Lithuania, Bitinaite most recently was the corporate marketing executive and a member of the board of directors of Grand Casino World, a luxury entertainment and gaming complex in Lithuania.

Cantor gets Nevada OK to offer mobile gaming

Cantor Gaming has received approval from the Nevada Gaming Commission to begin operations with its mobile gaming system within approved gaming areas in Nevada.  

The commission’s approval, which followed a recommendation from the state Gaming Control Board, comes after extensive field trials at The Venetian in Las Vegas, during which security measures and processes were strictly monitored and tested with respect to Nevada’s stringent operating standards. The completion of the trials opens the door for Cantor Gaming to offer its gaming products to all Nevada casinos.   

“We are obviously delighted to have reached this stage in the evolution of mobile gaming within the state of Nevada,” said Lee Amaitis, Cantor Gaming president.

“The Gaming Control Board and Gaming Commission have been extremely thorough and rigorous in assessing the technology and processes supporting our mobile gaming device, eDeck, and the integrity of Cantor Gaming,” Amaitis noted.

AC Coin gets contract for Sands Bethlehem

AC Coin & Slot has been chosen to supply the new Sands Casino Resort Bethlehem with the entirety of its slot bases, casino seating and custom casino signage.   

Three individually won contracts were awarded after a highly competitive bidding process involving numerous vendors, totaling 4,500 slot bases, 5,000 units of seating, and 71 custom-designed signs.    

AC Coin & Slot attributes these contract wins to the company’s attention to customer service, in-depth industry knowledge stemming from 30 years of experience in casino supply, and its ability to provide state-of-the art technology and the highest quality custom designs in the industry.  Past AC Coin & Slot casino supply contracts of note include Borgata, Wynn, and Hard Rock Seminole properties.  

”The ability to entrust a single vendor with a project of this scope facilitates coordination between designers, architects, and owners and ensures continuity of branding throughout the entire property,” said Jason Seelig, AC Coin & Slot executive vice president, sales and marketing.  “It is a tribute to the integrity of our entire team that we were selected in these three instances and further proves the continuity of service AC Coin & Slot provides across all aspects of our business.”

In addition, AC Coin last fall completed the installation of all slot bases and custom casino signage for the 170,000-square-foot Snoqualmie Casino in Washington.  The property, which opened on Nov. 6, features the debut installation of AC Coin & Slot’s custom hybrid slot bases and state-of-the-art LED lighting technology among its more than 1,700 slots and high-end décor.   

“We sought a vendor that would match our dedication to quality and our attention to detail and are extremely pleased with the work AC Coin & Slot has done,” said Tim Barker, vice president of casino operations for Snoqualmie.  “It was a pleasure to work with them on this project.”    

Working closely with Snoqualmie Casino executives, Las Vegas architectural design firm Bergman, Walls & Associates, and interior designer Yates-Silverman, AC Coin & Slot designed and installed more than 1,700 custom slot bases, ATM & ticket redemption kiosk enclosures, and more than 20 custom casino signs. The project was designed to ensure that all tones, finishes, and design elements flowed seamlessly with the property’s subdued earth tone color scheme. All bases and signage effectively carried the Snoqualmie tribal theme throughout the establishment and helped to define and brand the property with references to specific tribal images.

“We are honored to have played such an integral role in bringing this distinctive, first-class casino to life,” said Nat Holt, director of casino supply for AC Coin & Slot.  “Our dedicated team continuously strives to fulfill the unique vision of each property with our custom products.  This level of commitment has created a truly one-of-a-kind experience for Snoqualmie patrons.”