Profile: Bally Technologies Inc (BYI.N)
11 Jul 2014
Bally Technologies, Inc. (Bally), incorporated on September 30, 1968, is a global gaming company, which designs, manufactures, operates, and distributes advanced technology-based gaming devices, systems, server-based solutions, custom mobile applications, and interactive applications. The Company also provides hardware, including spinning-reel and video gaming devices, specialty gaming devices, and wide-area progressive systems. The Company supports customers include land-based, riverboat, and Native American casinos, video lottery and central determination markets. The Company derives its revenue from sale of gaming devices and related equipment, parts and conversion kits; operation of linked progressive systems, video lottery and centrally determined systems, and the rental of gaming devices and content, and sale and support of specialized systems-based software, hardware and interactive products and related recurring maintenance revenue. In July 2011, the Company acquired MacroView Labs, a company in mobile-application development and mobile platforms for the casino gaming industry. In November 2013, the Company acquired SHFL entertainment Inc.
Game Cabinet Hardware
The Company's Pro Series is available in upright, slant, spinning-reel, curve, V32 and V22/32 formats. They come with features, such as the touch-screen, iDeck. The Company can configure the top-box in Pro Series cabinets in a range of ways, including with upright wheel, as a hammerhead with an oversized 32-inch cinematic display, using the commanding digital ladder 32-inch high definition (HD) video display, and the soon to be released 42-inch vertical display. The Pro Curve Upright, which emulates a spinning-reel cabinet, but is actually a video slot machine with a curved LCD display, features a video-reel technology.
The Company support two gaming platforms; the ALPHA and the ALPHA 2. ALPHA and ALPHA 2 were designed to support industry protocols, as well as various kinds of game bonuses and multi-denomination, multi-game and multi-pay table game configurations. It can operate with stand-alone, local, and progressive products. The ALPHA 2 platform incorporated all the attributes of ALPHA, which featured a layered architecture and modular design, as well as INTEL Core 2 processor; four gigabytes of dual-channel memory; Realtek HD audio, and video technology. ALPHA 2 supports both game content, as well as network and server-based applications. It is operable with the Bally Command Center, which will allow downloadable access to the Company's game content through a central server.
Game Development and Game Content
The Company's game content features original themes, licensed themes using brands, and adaptations of Bally brands, such as Cash Spin, Hot Shot, Quick Hit, and Blazing 7s. The Company has deployed its game content across wide-area progressive, local-area, and near-area progressive slots, spinning-reel and video gaming devices, specialty gaming devices, and multi-suite games. The Company's game-development teams cover the globe, with centers in Arizona, California, Nevada, Australia, and India. In addition, the Company has partnered with brands, such as Michael Jackson, GREASE, Betty Boop, and the Playboy franchise. During the fiscal year ended June 30, 2012 (fiscal 2012), the Company introduced new levels of iDeck interaction on games, such as All That Jazz, Total Blast, and Fish'n for Loot. These games enable players to use the iDeck as an arcade-like device. Players touch and play a virtual piano on All That Jazz. Fish'n for Loot and Total Blast introduced the Company's new U-Shoot virtual shooting gallery bonus-game play mechanic, in which the player touches the iDeck to create weapons for shooting at targets on the main game screens.
Game Parts and Conversion Kits
The Company's gaming device customers purchase replacement parts, upgrades, game conversion kits, and other products from the Company. The Company's Pro Series cabinets, with their all-digital displays and iDeck digital, configurable touch-screen button deck, make game conversions not to change the button configuration or replace game glass.
Maintenance, Trade, and Resale Market
The Company offers a 90-day parts, labor, and performance warranty/guarantee for new gaming devices. The Company provides after-sale services to its customers, including customer education programs, an around-the-clock customer service telephone hotline, a Website for technical support, field service-support programs, and spare parts programs. The Company sells used gaming devices, including products made by the Company, as well as those produced by its competitors. The Company acquires used devices as trade-ins toward the purchase of new gaming devices.
Through the Company's Gaming Operations, the Company offers gaming operators a range of rental options for its gaming devices and content. The Company offers its customers gaming devices featuring a common jackpot or prize awards that can be linked (within a casino, in a local-area network, or among multiple casinos within a market or jurisdiction) in a wide-area network. The Company offers progressive gaming devices to customers under a daily-fee arrangement based on a percentage of the money wagered on the participating gaming devices. In many cases, the Company uses a portion of these revenues to fund the ultimate payment of the jackpot awards. The Company markets its linked progressive systems under titles such as Betty Boop's Love Meter, Golden Pharaoh, Money Vault, Instant Fortune, Ultimate Tower of Power, Quarter Million$, Millionaire Sevens and 1,000,000 Degrees. As of June 30, 2012, the Company had a total of 1,792 linked progressive systems.
The Company offers a range of non-linked games and content on a rental basis for either a fixed daily fees or a fee based on the percentage of the net win generated by the gaming device. Many of these games are available as both wide-area progressives (WAP) and flat-fee near-area progressives (NAP). This category includes both gaming devices, in which the Company retains ownership and charges a daily fees for the use of the gaming device, and gaming devices its customers purchase which are classified as game sales revenue. Gaming devices, in which the Company retains ownership and charges a daily fees, include rental and maintenance of the gaming device and licensing of the game content. For gaming devices the Company's customers purchase, the Company provides the game content under a usage-fee arrangement, which results in a lower daily-fee than leasing the entire gaming device. The Company markets its rental and daily-fee games under titles, including greases, Michael Jackson King of Pop, Money Vault, Money Talks, Golden Pharaoh, Cash Spin Jackpot, Money Wheel, Vegas Hits Roadtrip, Betty Boop's Love Meter, Cash Spin, Hot Spin, Vegas Hits, Cash Wizard, Ultimate Tower of Power, Hot Shot Progressive Cash Wheel, Fireball, 77777 Jackpot, Reel Money, Hot Shot Progressive, Quick Hit Platinum, Reel Winners, Hee Haw, and Monte Carlo. As of June 30, 2012, the Company had a total installed base of rental and daily fee games of 14,890 units.
The Company offers video and spinning-reel devices, which can operates either as stand-alone devices or as units, which interact with (or can be monitored by) a central system maintained by government agencies. The financial model for this market requires the Company to build, deploy, and maintain the devices, along with providing the related equipment in return for a share of the net win generated by the device for a contractually fixed period of time. As of June 30, 2012, the Company earned recurring revenue from its installed base of 9,281 video lottery devices operated by New York State Lottery (NYSL). The Company also earns recurring revenues from 2,437 video lottery devices deployed at horseracing and other gaming facilities under agreements with the Delaware State Lottery Commission and Maryland State Lottery Commission.
The Company offers video and spinning-reel devices, which connects to a central server, which determines the outcome of the games. These systems operate in Native American casinos in Washington, Oklahoma, and Florida, as well as Mexico. In each case, for the use of the Company's central determination software, the Company receives either a fixed daily fee or a percentage of the net wins generated by the devices connected to the system. As of June 30, 2012, the total installed base of gaming devices connected to the Company's centrally determined systems totaled 47,633. In Mexico, the Company sells gaming devices for an upfront fees, and classify the purchases as game sales revenues. The Company also derives a daily fee equal to a percentage of the net win for providing a system network, gaming content, and monitoring, maintenance and consulting. As of June 30, 2012, 9,449 of the total installed base of gaming devices connected to the Company's centrally determined systems were deployed in Mexico. Included in the total installed base of centrally determined games in Mexico are 6,981 iVIEW in-game player-communication units installed in non-Bally games, in which the Company charges a system connection fee.
The Company offers core, slot, casino and table management systems (collectively, casino management systems). The Company's comprehensive suite of technology solutions provides gaming operations of every size with a range of marketing, data management and analysis, accounting, player tracking, security, and other software applications and tools to more manage their operations. The Company also provides technologies to deploy a networked, server-based gaming environment, complete with a command center solution for centralized management and control. Version 11 provides gaming operators with easy-to-use graphical interfaces; vertical and horizontal scalability; distributed architectures, and support for multiple languages and currencies. As of June 30, 2012, there were more than 300 casinos that have installed Version 11.
The Company partners with its customers to help them add network and server-based solutions to their existing systems, whether on a floor-wide basis, in smaller sections of the floor, or on selected banks of games. The Company's Systems business comprises three facets: hardware, including the Company's iVIEW and Display Manager (DM) player-user-interface devices and specialized system-based products; software and services, including licenses of the Company's core systems and suite of player tracking, bonusing, and marketing applications and customized system solutions, and maintenance, providing access to future enhancements or upgrades to the system software for a fee based on a percent of the license fee.
The system-based hardware and software products in the Company's casino management systems offer gaming operators benefits, including player-loyalty solutions, which are comparable to frequent guest programs found in other leisure and retail industries; database marketing and table-game accounting solutions, including the calculation of all revenue and expense-related items, and cage and credit accountability for all extensions of cage and credit cash balancing functions. The Company designed and deployed these systems in both domestic and international markets so that they would be and adaptable to foreign languages and currencies.
The Company's solutions, which support Gaming Standard Association (GSA) protocols, operate on common platforms, such as Windows, AS/400 (iSeries), Linux, and UNIX. By supporting these platforms, the Company allows its customers to choose a technology solution. The Company designs its slot-management systems with features for handling slots monitoring, accounting, and operations, as well as bonusing, sweepstakes, promotions, cashless transfer, ticketing, jackpots, promotional coupons, redemptions, and soft count. The Bally Business Intelligence applications, which span across all the Company's casino management systems, bring data analytics to a gaming operator's key executive and marketing-management teams.
The Company's server-based iVIEW network serves as a way to communicate with players directly at the point-of-play. This network allows gaming operators to present messages in a split or full screen format on the main game display of any touch-screen- equipped gaming device. The Company's iVIEW network also works with the Company's Bally Command Center for server-based download of content, its Elite Bonusing Suite of floor-wide bonusing applications, its Bally CoolSign media management solution, and other new technologies under development. iVIEW and iVIEW DM work on almost any manufacturers' gaming devices that have a touch screen and are backward and forward compatible.
The iVIEW DM solution is for marketing to players at the point of play. This picture-in-picture-style technology facilitates enhanced communication and customer-service functions, such as beverage service, floor mapping, and real-time perishable promotions without interrupting game play. iVIEW DM also used to create excitement on the casino floor with floor-wide bonusing events; game-in-games; second-chance-to-win games; floor-wide slot tournaments; interactive virtual racing events; time-based promotions; targeted, customized player messaging, and bonuses on birthdays, anniversaries and holidays. iVIEW and iVIEW DM can even work in conjunction with the casino's player data to offer customized content based on gender, age, and provide player preferences. The Company can implement iVIEW DM across entire gaming floors, in smaller sections of floors, or bank-by-bank based on casino operator preference and capital budgets. Bonusing applications on the Elite Bonusing Suite server allow operators to tailor and automate promotions using server-based applications, such as Virtual Racing, DM Tournaments, U-Spin Bonusing, Power Winners, Dynamic Random Bonusing, Video Poker Bonusing, iVIEW Messaging, Flex Rewards and Lucky Match Bonusing. Bally CoolSign is the gaming industry's gaming centric media management tool, which enables gaming promotions and/or gaming information, triggered through any of the Company's products, to be displayed onto any digital display in the casino resort or the casino enterprise.
The Company's server-based command center enables gaming operators to download marketing content on iVIEW and iVIEW DM displays. They can also configure gaming device pay tables and game play options, deliver new game content and game libraries, and perform updates of game firmware, such as ticket printers and bill acceptors through a central server, rather than having to implement updates on each device.
Bally Interactive encompasses the Company's mobile and online initiatives and related product offerings, which provide operators a range of solutions. The Company's online solutions are designed to enable casino operators the ability to offer players a online gaming experience through the Company's iGaming Platform and Remote Gaming Server on computers or mobile devices. The Company's open, cloud-based iGaming Platform, enable operators to choose poker, slot, table, and other gaming content from various providers. This content is delivered through the Company's Remote Gaming Server, allowing access to the entire library of games and one-time integration.
The Company offers or has created mobile apps and mobile Websites for dozens of casinos globally. The Company's apps are designed as casino concierge apps, providing operators the opportunity to attract new players, enhance their patrons' casino resort visit, and sell more to them through their phones or mobile tablets. Apps can include casino games, player's club sign-up and account information, hyper-targeted offers, show previews, room and restaurant bookings, feedback surveys, menus, interactive maps, and many other features. Utilizing the Company's cloud-based mobile technology platform, casinos can manage their portfolio of mobile Websites and native apps for iPhone, iPad, Android phone, Android tablet, BlackBerry, and other devices from a single content management system.
The Company competes with International Game Technology, Game Technology Ltd., Aristocrat Leisure Limited, Aruze Gaming America, Inc., GTECH Holdings Corporation, Konami Co. Ltd., Novomatic AG, Recreativos Franco, S.A., Unidesa Gaming and Systems, and WMS Industries, Inc.
Bally Technologies Inc
6601 S. Bermuda Road
LAS VEGAS NV 89119