Media Man News: Bally and Aristocrat in strategic partnership

Thursday, March 08, 2012

Bally and Aristocrat in strategic partnership - 7th March 2012

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Gaming Casinos Bally Technologies Artistocrat Technologies iGaming Nevada

Land-based and online casino games and solutions supplier Bally Technologies Incorporated has announced a strategic alliance with Aristocrat Technologies Incorporated aimed at taking advantage of any legalisation of iGaming in the United States.

Aristocrat Technologies is the American subsidiary of Australian land-based and online casino systems supplier Aristocrat Leisure Limited and the partnership will see it link with Bally to offer US operators the same third-party poker network as part of a combined business-to-business Internet gaming solution.

Bally stated that the new strategic alliance will see the pair secure arrangements with ‘leading poker providers’ who will then be integrated into their iGaming platforms with ‘advanced discussions’ currently underway.

In addition, in anticipation of further legalisation of internet gaming in the United States, the pair also plans to share the development of online slot content with free-play titles initially due to be made available before eventually changing to for-money play.

“By teaming up, Bally and Aristocrat can source and integrate with the strongest online poker product specifically tailored for this market, which can help our customers maintain their leadership position in both land-based and online gaming,” said Richard Haddrill, Chief Executive Officer for Bally.

Working together, the companies declared that they will be better able to ‘more quickly and effectively offer attractive and credible online poker games that will provide stronger player experiences and functionality and greater poker liquidity for both Bally and Aristocrat’s casino operator customers’.

“Access to the proven slot content from both Bally and Aristocrat will allow gaming operators to create a compelling experience as legalised online gaming emerges in the United States,” said Jamie Odell, Chief Executive Officer for Aristocrat Technologies.

Bally and Aristocrat Technologies revealed that they have already applied to the Nevada Gaming Control Board for the required extension to their existing Nevada licences to act as interactive gaming suppliers.