#SGSConfLV

1. THE INTEGRATION OF ONLINE
AND TRADITIONAL CASINOS
JOHN CONNELLY
VP BUSINESS DEVELOPMENT
BALLY TECHNOLOGIES
1

2. Integration End Points
Owns all online and mobile
player account, wallet,
game history, revenue and
compliance data.
Bally
iGaming
Platform
Content 1
iGaming
Communication
Layer
Systems linked
together through
an API to share
data and
promotions.
Casino
Communication
Layer
Content 2
Owns all casino player
account, wallet, game
history, revenue and
compliance data.
Casino
ACSC CMS
or CMP

3. Why Core Integration?
To Drive Casino Visits
New Carded Players
New Signups &
Carded Play
Offers/Rewards
Redeemable at
Properties
Incentives To
Go Online
On-Line
Play
New On-Line Players
3

4. Benefits of Integration
Player Acquisition
• Leverage existing database of players!
Build Carded Player Database
• Allow new online players to sign up for a card on the web!
Increase Trip Frequency
• Award land based rewards for online play driving players to
casinos!
Burn Off Loyalty Point Liability
• Allow players to redeem points for online credits or prizes!
Single View of the Player
• Comprehensive analytics yield efficient, targeted bonuses!

5. Single View of the Player
Game Ratings
Total
Game
Play
History

6. Single View of the Player
Game Ratings
Marketing Image for
Hot Shot
tablet/phone
Total
Game
Play
History

7. Data Separation and
Protection
Bill Martin
123 Main Street, LV,NV 89119
bmartin@yahoo.com
(702) 555-1213
DOB: 8/29/56
SSN: 123-45-6789
ID: 2238596
Player ID: 2238596
Credits: $345.00
Nickname: Billy