“Bally’s relationship with OnGame is a testimony to our open architecture philosophy and commitment”
Archivo de imagen (URL)
Jeff Allen, Bally Senior Director of Development for Interactive Gaming.
What are the virtues of your iGaming platform? How will it strengthen Goldennuggetpoker.com business?
The Bally owned and controlled iGaming platform is a comprehensive gaming platform that blends game content with player account management, seamless e-wallet, bonusing, player analytics, affiliate and website management features. The platform architecture is open to allow operators complete freedom as to content and back-office services. On the player facing side, the platform is designed to aggregate game content to allow operators an easy way to add, remove and modify game content to match their business needs. On the casino management facing side, the platform is designed to allow integration of land-based casino systems and any other third-party system that an operator desires.
Golden Nugget will benefit from these features in a number of ways. First, as an open content platform, Golden Nugget can offer their players the exact content they want now and in the future. As content evolves and player demands change, Golden Nugget can add, remove and modify content seamlessly without risk of losing their player data or accounts. Second, as we integrate the iGaming platform to the Golden Nugget land-based casino systems, they can market to their players in the casino and on the internet and mobile in a consistent way that will drive repeat business on all platforms. Third, the significant experience and resources of Bally will continue to expand and support the platform giving Golden Nugget a roadmap of features going forward.
How will improve your poker and iGaming platform solution thanks to the alliance with Shuffle Master and Ongame Networks?
The relationship that Bally has created with OnGame is a testimony to our open architecture philosophy and commitment. We want to offer our online customers the same flexibility that they enjoy on the gaming floor and allow them to plug in any game from any manufacture and not to limit them. The OnGame poker platform is a tremendous product that we want to offer to our casino customers. It provides a feature rich poker environment that adds value to our customers’ online presence. That poker platform coupled with our iGaming platform allows our customers to provide the best possible gaming experience to their players.
We see the OnGame integration as the first of many content additions to our platform in the future.
What does the Nevada license for online gaming represent for your business?
As the first gaming company to receive a Nevada license to operate online gaming, we are leading the charge to provide a solution that our casino customers want and need. In continuing with our philosophy to be a technology B2B provider, this important step will allow Bally to continue to provide a complete, turnkey gaming technology solution for our customers. We want to create the most tightly integrated gaming management system offering in the world that brings together land-based, internet, mobile and other emerging platforms under one content and player management experience and the receipt of our Nevada gaming license allows us to take that first step.
We are continuing to monitor and adjust our technology roadmaps to take similar steps with other domestic and international jurisdictions as they legalize internet gaming.
What opportunities does Nevada and New Jersey offer to b2b companies as Bally in the online gaming arena?
We see online gaming in a similar way as land-based gaming in that our mission is to provide the best gaming product that we can for our casino customers. The Nevada regulations are constructed to allow companies to receive licenses and revenue by providing online technology and services to their casino customers while allowing that casino customer to remain the operator. This creates an environment which is easy to navigate by the manufacturer and operator. Both entities can focus on areas of expertise under specific guidelines. Equally important, each company can generate revenue in a predictable way. This structure eliminates ambiguity. Just as with land-based operations, a level of cooperation between the manufacturers and operators must exist and these regulations allow each entity to provide key parts of the solution.
What will be your next steps to boost your b2b profile to provide online gaming where legal?
Our technology roadmap includes new content and back-office features, functions and capabilities. On the content side, we are continuing to expand our content offerings as we integrate more of our own premium game content onto the Internet and mobile and build relationships with other content providers.
On the systems side, we are continuing to integrate our iGaming platform to all of our land-based systems to allow casinos to reach their customers on all platforms. This integration will give the casino one view of the player regardless of where they play.
Lastly, we are bringing together our mobile and iGaming platforms to allow our customers to capitalize on the emerging mobile wagering markets and regulations.
Our mission is to create flexible systems and games that allow our customers to deliver the best gaming experience to their players possible. Bally possesses key capabilities that position us ideally to do this – experience, resources, customers and relationships.