Company completes first floor-wide implementation of iVIEW DM™ player network

LAS VEGAS, July 21, 2010 — Bally Technologies, Inc. (NYSE: BYI), a leader in global gaming technology solutions, is dramatically changing the slot players’ experience with its iVIEW Display Manager™ (DM) point-of-play communications technology at Galaxy Entertainment Group (GEG)’s StarWorld Casino in Macau.

After a competitive system replacement, iVIEW DM is live across the casino floor, delivering an interactive player communication and messaging experience − without interrupting game play − on games manufactured by Aristocrat Technologies, Bally Technologies, IGT, and WMS.

“Partnering with Galaxy Entertainment Group on the floor-wide implementation of iVIEW DM has been such a rewarding experience for Bally Technologies,” said Richard Haddrill, Bally’s Chief Executive Officer. “iVIEW DM is generating excitement among StarWorld’s customers with applications and information available to them right at the game.”    

iVIEW DM uses picture-in-picture-style technology to create a variety of additional exciting and customer-enhancing services on the casino floor, including innovative floor-wide bonusing games; games-within-a-game; watermark messages and announcements; celebrations of important wins; targeted marketing messages; players’ club information; and customer-service features.

These features and applications are displayed in a smaller screen on the main game screen during game play without interruption to the game, using a player-configurable touch-screen interface  at eye level with the player. iVIEW DM is backwards compatible with existing gaming devices, protecting operators’ investments and enabling easy implementation across banks of games, sections of the casino floor, or floor-wide. And the technology can work on any manufacturers’ gaming machines that use computing-industry standards.

StarWorld is using iVIEW DM on their gaming devices to display player’s point balances; cross-promote other resort amenities such as dining, guest rooms, and promotions; showcase videos for hotel attractions; and present a play counter.

Earlier this year, after a competitive evaluation process, Galaxy Entertainment Group awarded Bally an enterprise-wide contract to provide comprehensive table, slot, casino management, and server-based solutions.
 
“In the course of our lengthy evaluation process, it became obvious that Bally Systems provided the most comprehensive and powerful solution for our growing operation − from table management to marketing to cutting-edge player communications," said Francis Lui, Vice Chairman, Galaxy Entertainment Group. "We looked in detail at Bally's development centers in India and elsewhere and were impressed with their commitment to innovation and continual product evolution and improvement. That, coupled with unsurpassed customer service and support, makes Bally one of our key partners as we continue to grow our operation.”

StarWorld is the first casino in Asia-Pacific to use Bally’s iVIEW DM and Bally Business Intelligence™ data analytics and visualization solutions.

This implementation also features Bally’s new Version 12 of its SDS® Windows® slot-accounting, CMP™ player-tracking and junket-management system, and TableView™ real-time table-rating system – all which feature enhanced functions and technical capabilities building further on the already field-proven Version 11’s open, scalable, and configurable architecture. These products also feature internationalization with support for multiple languages, including Chinese.

Other solutions currently live at StarWorld include a number of marketing, promotions, bonusing, and cashless solutions including eTICKET™; Bally Power Winners™; Bally Power Coupon™; and Bally Power Promotions™.

Bally’s next system implementation will be in calendar 2011 at the new Galaxy Macau™ on Cotai, the newest and most luxurious of all the Galaxy properties.

About Galaxy Entertainment Group Limited (“GEG”)
Galaxy Entertainment Group, through its subsidiary, Galaxy Casino, S.A., holds a Macau gaming concession. GEG is authorized to carry out casino games of chance in Macau, which is the only legal gaming location in China. GEG owns and operates StarWorld Hotel and Casino – a luxury, five-star property located on the Macau peninsula, and operates four CityClub Casinos in Macau. The Group has under construction “Galaxy Macau™,” a fully integrated resort, entertainment, and gaming destination. GEG is well positioned for long-term growth with its new Asian-centric resort. For more details, please visit http://www.galaxyentertainment.com. 

About Bally Technologies, Inc.
With a history dating back to 1932, Las Vegas-based Bally Technologies designs, manufactures, operates and distributes advanced gaming devices, systems and technology solutions worldwide. Bally’s product line includes reel-spinning slot machines, video slots, wide-area progressives, and Class II, lottery and central determination games and platforms. As the world’s No. 1 gaming-systems Company, Bally also offers an array of casino management, slot accounting, bonusing, cashless and table management solutions. For more information, please contact Laura Olson-Reyes, Director of Corporate Communications, at 702-584-7742, or visit BallyTech.com.

This news release may contain “forward-looking” statements within the meaning of the Securities Act of 1933, as amended, and is subject to the safe harbor created thereby. Such information involves important risks and uncertainties that could significantly affect the results in the future and, accordingly, such results may differ from those expressed in any forward-looking statements.  Future operating results may be adversely affected as a result of a number of risks that are detailed from time to time in the Company’s filings with the Securities and Exchange Commission. The Company undertakes no obligation to update the information in this press release and represents that the information is only valid as of today’s date.

– BALLY TECHNOLOGIES –