Expert Gaming Professionals At Your Service

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1 Expert Gaming Professionals At Your Service

2 INTRODUCTION Bally Technologies Consulting Services consists of a team of consultants available to assist you in realizing the full potential of your Bally system by offering an array of services and solutions to complement our existing software and hardware product lines. Technology has become increasingly complex, creating a need for consulting services to improve business productivity, maximize system utilization, refine business processes, and develop consolidated business strategies. The Consulting Services team members at Bally are knowledgeable consultants not only because of their expertise in the features of your Bally system, but also because of their first-hand casino experience. Technology has become increasingly complex, creating a need for consulting services to improve business productivity. Expert Gaming Professionals - At Your Service Our focus: Customer ROI To utilize our subject matter experts to provide an advanced level of service throughout the lifetime of our Bally clients to enhance ROI Bally Gaming Consultants are primarily concerned with system strategies, structure, management, and operations throughout your organization to quickly provide you with a financial return By improving service, analytics, strategies, and overall operational efficiencies with improved revenue flow results Provide custom modifications Developing and managing successful direct mail, casino marketing, and player development programs Applying probability and statistical analysis to secure a table floor layout and optimal game mix Enhanced issue investigation and support Advanced troubleshooting Service time enhancement, marketing programs, slot and table analysis Assistance in system set up (Marketing, Promotions, Slots, and Tables) Close communication with operation managers to ensure complete satisfaction with Bally systems and products Identify issues, formulate hypotheses, and recommend solutions Recommendations on using and implementing Bally systems Newly identified gaps which may exist The expertise of Consulting Services, combined with the power of your system, will allow you to exploit technology and become leaders in the field of customer relationship management within the casino industry. This catalog details the variety of engagements offered by the Consulting Services team. Because each project is unique, a custom engagement can be designed based on your individual needs and goals. [ BALLY CONSULTING SERVICES ] 1

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4 PROPERTY-WIDE ENGAGEMENTS Executive Operational Overview Workshop In this workshop, property management will become familiar with the features of your Bally system and how you can enhance your anticipated plans and programs, as well as understand the available functionality that affects casino operations, IT, marketing, and player reinvestment. From this workshop, management should walk away with the knowledge to make decisions on system settings and usage according to your business plan in conjunction with the features of your Bally system. Property-Wide Operational Business Assessment During this assessment, Bally gains a complete understanding of how each of your departments currently operate. The Consulting Services team will conduct a complete analysis of current departmental plans and functions, taking operating procedures and regulatory requirements into consideration. The team will then make strategic and tactical recommendations for implementing new practices and programs that are designed to streamline your employee procedures. Additionally, the team will suggest various marketing strategies to generate incremental player visits and improve the value of those visits for enhanced customer ROI. Tools for the Casino Executive This engagement provides the casino executive with the ability to gauge day-to-day activity on the casino floor in your Bally system, including real-time casino information in order to maximize your effectiveness in managing patrons. Everything from games analysis, slot activity, patron information, group activity, compor activity, and customer profiles will be reviewed. You will be able to locate your high roller on the casino floor, drilling down to the exact slot machine, location and zone, as well as view real-time table activity and actual drop completion. Internal Controls Development This engagement includes drafting internal control procedures pertaining to a casino operation according to the minimum requirements of your state regulations. The Consulting Services team will work with casino management and your state regulations to produce a document for your review and submission. This document will provide you with a guideline for writing standard operating procedures and creating best practices for related jobs and programs, as well as give you an understanding of your Bally system design and controls for establishing the duties and responsibilities of IT, internal audit, marketing, and slot and casino accounting departments. Our marketing consultant experts can assist in developing campaigns designed to build long-term customer loyalty. [ BALLY CONSULTING SERVICES ] 3

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6 MARKETING ENGAGEMENTS Knowing and Rewarding Your Players Executive Marketing Overview Workshop In this workshop, we will discuss your property s marketing plan and how to utilize the marketing features of your Bally system to enhance this plan. This enhancement is accomplished by providing property management with a highlevel overview of the key marketing components of your Bally system including: Functionality of Players Club Programs and Rewards Player Reinvestment Call Center Direct Marketing Promotions Data Analysis Special Events Player Development Bus Marketing With our extensive experience, Consulting Services can offer high-impact recommendations as well as explain the advanced marketing potential of your Bally system. Elite Bonusing Suite Bally Technologies presents a new and engaging marketing tool that is fully supported by Consulting Services to increase revenue and reduce reinvestment. The Elite Bonusing Suite is a casino marketing platform that enables the casino operator to market to players right at the game. The user can create, manage, and run automated promotions delivering 3D graphic visualization, high-quality sound effects, and instantly awarding points which can be downloaded and used right on the game. The suite consists of applications enabling the user to create promotions which are highly configurable by the user, allowing the property to continuously present new and fresh content to the players, while reducing costs and improving ROI. Elite Bonusing Suite is a casino marketing platform that enables the casino operator to market players right at the game. Bally Technologies Consulting Services can guide your staff in the use of the Elite Bonusing Suite and provide support to assist with creating events to build your database, increase profitability, and promote player loyalty. Nine available modules to create aggressive marketing campaigns Automated promotions that run with little to no overhead or staffing HIGHLY-CONFIGURABLE controls and eligibility criteria settings Awards are delivered directly to the carded player while at the game Supported by a strong, well-experienced Bally support staff [ BALLY CONSULTING SERVICES ] 5

7 The Elite Bonusing Suite is currently installed and being used by many casino operators across the country and is the newest sizzling hot marketing tool for rolling out promotional events on the casino floor. With the installation of Bally Technologies iview and iview Display Manager (DM), all modules of the Elite Bonusing Suite can be installed or upgraded at any time. To that end, the casino operator has nearly limitless potential in presenting new and current promotions, events and themes. The ultimate goal is to improve quarterly, YTD, and YOY revenue performance from increased player trips, time on the game, and by attracting new business. The Elite Bonusing Suite can interface with other casino systems which are also supported by Consulting Services, allowing the instantaneous transfer of prizes to the players accounts. All promotion activity is securely maintained in a database providing a clear audit trail from source to destination. Bally Technologies Consulting Services is your resource for support in assessing your marketing plan, identifying your target demographic, and achieving the highest return on your investment through the use of the Elite Bonusing Suite. Reap the rewards from your Players Club development with a powerful player marketing database. Marketing Business Assessment The goal of this engagement is to provide you with a comprehensive analysis of your current marketing programs, practices, and system usage. A review of all findings will be presented to property management, complete with recommendations for maximizing current marketing efforts as well as strategic and tactical recommendations for the implementation of new programs and promotions designed to generate incremental player visits and/or increase player worth. Players Club Development This engagement offers the development of Players Club programs utilizing Bally system technology. Our marketing experts can assist in developing campaigns designed to build long-term customer loyalty through player recognition, multiple card level functionality, automated promotions and sweepstakes features, as well as cash and point incentive programs. Each function of the system will be detailed so your Players Club will reap the rewards from your powerful player marketing database. Players Card Benefits Program This engagement is geared toward properties looking to add an additional player card or upgrade the benefits of existing player cards. Using the functionality and features of your Bally system, the Consulting Services team will assist you in: Determining the level of players to target Establishing the number of card levels An analysis of your competitors card programs The requirements and benefits for each card level Communicating to your players Advertising and direct mail collateral Reporting, employee training, and testing Consulting Services can also set up all of the parameters in your Bally system. 6 [ EXPERT GAMING PROFESSIONALS AT YOUR SERVICE ]

8 Customer Call Center Development Your Bally system offers centralized information functionality, providing integrated patron management, control of group functions, hotel functions, and reporting. Each of these areas come together to provide real-time player tracking and account management for instantaneous updates of all patron activity. This includes patron revenue, detail of complimentaries, mailing offers, and event responses. This engagement offers consultation with your management team to establish a business plan for your call center. With our extensive experience in call center management, we can offer high-impact recommendations and analysis of your communication system, including scheduling assistance and development of operational processes. Event/Room Response Management Your Bally system gives you the ability to set up special events, as well as entertainment and room offers so you can book invited patrons, keep track of capacity/inventory, and get detailed reporting. This engagement explains how to use the system to manage the customer response process and yield management, and can be customized according to your business needs. Player Development and Host Management Program The Bally Player Development application is a complete sales product for your Player Development team. This engagement provides your management team with the tools needed to direct your sales force, including developing individual and team revenue goals, segmenting the database for the most effective telemarketing efforts, and providing capabilities for one-to-one relationship marketing. The automation that is part of the Player Development application provides true customer relationship management (CRM) abilities, and Bally s marketing expertise provides the know-how to bring these elements together for success. Direct Marketing Consulting Your Bally system allows you to query your database to develop specific player segmentation and mail offers for promotions, sweepstakes, events, and hotel room offers, as well as analyze players and direct mail programs. This engagement details these features and how they can facilitate your marketing strategies. With our extensive experience in call center management, we can offer high impact recommendations and analysis of your communication system. We also offer personalized consulting assistance with all aspects of the development of direct mail campaigns. [ BALLY CONSULTING SERVICES ] 7

9 Business Intelligence Consulting Historical, marketing, and predictive analysis are the foundation of Business Intelligence analytics, which are key to identifying and developing both player and business value. Business Intelligence is about solving problems in order to increase revenue and profitability. Developing business intelligence analytics and database marketing activities are covered in this engagement. Key to Business Intelligence Bally Business Intelligence provides the highest level of advanced data analysis in the gaming industry. These tools are designed for management or operations to help analyze and act on the extensive data gathered throughout the business enterprise. Utilizing award-winning technology, Bally delivers essential solutions to grow your business through improved ROI and understanding of: Game and Table Performance Player and Game Interaction Inside and Outside Mapping Player Behavior and Trends Player Loyalty and Value Event and Promotion Evaluation See your players, your games, your floor, and your business like never before. Analyze Your Best Promotions The Bally Business Intelligence Campaign Management Module is an exciting tool that provides the functionality to manage, measure, monitor, and summarize multiple marketing campaigns. This marketing driven application lets you compare budget vs. actual ROI during and after campaigns to determine the effectiveness of each promotion. Bally BI Visualization allows you to see patron trends and develop uniquely targeted marketing campaigns. Visualization offers mapping, profiling, trending, time spirals, and time stripes, turning granular data into visual knowledge. Users can compare past and current data using both outside and inside heat maps, giving insight into players and games. Generate a wealth of valuable reports with the Bally Reporting and Analytics Module. This is a robust web-based application that contains over 350 industrystandard reports and ad-hoc reporting capabilities. 8 [ EXPERT GAMING PROFESSIONALS AT YOUR SERVICE ]

10 Specialized Marketing Education This engagement utilizes the expertise and experience of the Consulting Services team to provide marketing instruction on your Bally system according to how you do business. The Consulting Services team will work with you to design an agenda of marketing topics that will give your employees the knowhow to set up their specific programs, promotions, and processes in your Bally system, enabling them to succeed in the competitive casino market. The Consulting Services team are experts not only in the marketing features of your Bally system, but also have years of first-hand marketing experience in the casino industry. Promotions Consulting The promotions available in your Bally system allow you to recognize and reward players according to your marketing plan. This engagement provides an overview of all of the promotions available to you, as well as a step-by-step process for setting up each promotion. Since the Consulting Services experts have personal experience in utilizing the promotions in your Bally system in multiple markets, this engagement can be adapted according to your business plan. Marketing Plan Development/Review This engagement assists the senior marketing executive in drafting a high-level marketing plan that incorporates all of the marketing disciplines necessary to run a successful casino operation including: Product Positioning Advertising Efforts Internet Presence Public Relations Direct Marketing Players Club Promotions Special Events Loyalty Card Program Player Development Give your employees the know-how to set up programs, promotions and processes. We can also review existing marketing plans and make recommendations for strengthening the overall marketing strategy of your organization. Competitive Analysis This engagement provides casino management with an in-depth analysis of the competition, including physical asset listing and evaluation of the casino floor, hotel accommodations, restaurant facilities, etc. We will also complete a program/promotion analysis, Players Club review and system review/ assessment. This information will be used to provide the management team with a strategy for outperforming the competition. Comp Reinvestment Providing rewards to players varies significantly based on competition, casino marketing strategy, and general business practices. This engagement provides management with an overview of the various comp reinvestment options [ BALLY CONSULTING SERVICES ] 9

11 available in your Bally system, providing you with the information you need to choose the comp reinvestment option that works best for your property in your particular market. An in-depth look into each comp reinvestment option not only includes details of the functionality of each option, but also how to configure each particular setting. Strategic Marketing Consulting Our marketing experts will work with your property management to provide a complete assessment of all marketing programs, focusing on ways to maximize the advantages inherent in your system. In reviewing marketing plans, marketing goals and strategies, financial data, Players Club, and promotional programs, we look for ways to improve revenues, increase player frequency, and build relationship marketing. Direct Marketing Program Development/Review Consulting Services can assist casinos in developing tactical database marketing campaigns that manage communications with players throughout your player life-cycle based on player strategy. Bally-developed programs utilize both traditional direct marketing campaigns, as well as cutting edge marketing products to maximize customer contacts and minimize marketing costs. Consulting Services will consult with your property on the use of new and current iview content. iview Marketing Program The iview and iview DM interactive touch-screens are a dynamic way to display Elite Bonusing Suite secondary games and Bally Power Bonusing rewards to slot patrons. These interfaces also provide a medium to present additional Players Club information, entertainment options, and property amenities. Consulting Services will consult with your property on the use of new and current iview content and make recommendations to create a personalized interactive gaming experience for players. In addition, the Consulting Services team will develop content that will strategically and tactically align with your property s branding. Marketing Retainer Program Through our Marketing Retainer Program, you will have access to our complete team of experts for personalized planning of all your marketing needs through a reserve of consulting hours to be used monthly. Use the hours where you need them most in your ongoing development, whether it be teleconferencing support for your marketing staff, reviewing marketing programs and strategies, setting up event and hotel offers, or assisting with queries for direct mail offers. The Marketing Retainer Program also offers services to properties not large enough to justify staffing a complete and comprehensive marketing department, as well as properties requesting open hours for marketing consultation in specific areas on an ongoing or temporary basis. 10 [ EXPERT GAMING PROFESSIONALS AT YOUR SERVICE ]

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13 CASINO OPERATIONS ENGAGEMENTS Dynamic Solutions to Improve Efficiency and Accuracy Executive Casino Operational Overview Workshop This engagement provides property management with a highlight of the features of your Bally system that affect pit operations, cage operations, slot operations, count rooms, casino credit, collections, accounting, and surveillance. The Consulting Services team will not only explain the dynamics of the interaction between the different casino floor operations, but also has the expertise to offer solutions and recommendations to be more effective and productive. Casino Operations Business Assessment The Consulting Services team will conduct in-depth interviews with property management and key users in this engagement to get an understanding of how your casino currently operates. A review of all findings will be presented to property management, including solutions and recommendations for implementing new practices to improve the efficiency of the entire casino floor. Consulting Services will provide solutions and recommendations for implementing new practices to improve the efficiency of the entire casino floor. Casino Floor Operations Financial Integration Your Bally system gives you the ability to integrate real-time information from all casino floor operations and consolidate this data into actual, accurate financial statistics. All transactions entered into the system are fully integrated together including: Table and Slot Cage Operations (fill bank, marker bank, main bank, front window) Table and Slot Accounting Soft and Hard Count Drop Credit Collections Pit Operations Gaming Analysis This engagement will show you how to balance your entire casino floor operation in the system, as well as give you the awareness of the processes and options available to you for creating standards to utilize the system for your ultimate financial success. Patron Inquiry and Analysis The ability to identify and decipher your patrons play is vital to successfully marketing to the player and managing your casino floor. This engagement, designed for your property s casino floor operations management team, provides in-depth details on how to interpret and analyze the significant analytical data provided by your Bally system including: 12 [ EXPERT GAMING PROFESSIONALS AT YOUR SERVICE ]

14 Patron Theoretical, Win/Loss, and Detailed Ratings Rating Formulas and Maintenance Patron Individual Hit Sheet Comprehensive Floor Analysis Pit Shift Report Master Gaming Report Patron Reinvestment and Profitability Detailed Comp Analysis TableView Retainer Bally TableView is an innovative table management solution that allows casinos to replace your existing manual rating process with the ease and simplicity of electronic touch-screen automation. TableView is tailored to mirror your floor configuration and detailed settings to create an almost paperless environment in the pit, eliminating the hassle and delays of entering and updating table ratings into your system. TableView was designed to provide your floor operations staff with a fast and easy solution for entering player ratings, processing requests for chip fills, credits, table closers, and issuing comps and markers in real-time. Information and transactions recorded at the table are seamlessly integrated into your existing system, providing you with secure and instant access to table ratings and financial accounting data. Casino Credit/Collections Workshop This engagement provides Credit and Collections management with the knowledge to set up casino credit for table and slot play as well as the collections process in conjunction with state regulations. The Consulting Services experts will enable you to review, track, and maintain a database for all credit accounts, applicants, and front-money players. Your Bally system offers the following: System settings Controls and reporting to ensure integrity of transactions A step-by-step process to track customer credit as well as casino credit Availability of CCI real-time communication Online real-time credit maintenance functions A Credit Expected Arrivals function to guarantee a customer s account is up to date Patron Credit Line Management Credit Committee responsibility Collections management and maintenance Patron collection statuses and correspondence Daily Credit Line Activity Patron Status Changes (TTO, Clear Dates, Redeposit, Inactivity, Suspended) TableView leverages existing software and technology infrastructure while providing an easy-to-train, user-friendly tool to gain user acceptance. This engagement uses all of these features to establish operating procedures to assure your credit and collections staff make informed decisions regarding customer credit lines. [ BALLY CONSULTING SERVICES ] 13

15 Executive Cage Operations Management This engagement shows you how to maximize your system within cage operations. From front window cashiering functions to banking processes, system-computed inventory, and physical inventory, data will be integrated through banking areas for instantaneous access to performance information. Systems controls, shift closings and end of day procedures, night audit, and reporting will also be reviewed to ensure the integrity of all cage transactions. Casino Accounting Program Your Bally system is integrated to seamlessly capture accounting data from floor transactions and offers a magnitude of casino accounting reporting capability. This engagement illustrates how your casino accounting team can maximize this information to guarantee accuracy in reporting including: Controls for the Operational Floor Table Audit and Analysis Processing and Adjusting the Master Gaming Report Troubleshooting Table Reporting Track the flow of inventory into and out of the cage area both to patrons and between different locations of the cage or pits. Table Games Accounting Audit This engagement develops a process for auditing table games in your Bally system. Through an online table audit, the process will cover adjusting documents, tracking inventory, viewing the soft count drop, and running reports (including the Master Gaming Report), before applying the information in your system upon completion of the audit. The Consulting Services experts will demonstrate the full benefits of an integrated system for your auditing team, providing awareness of table history for comparison reporting. 14 [ EXPERT GAMING PROFESSIONALS AT YOUR SERVICE ]

16 SDS Floor Audit The SDS Floor Audit is a two-phase project that enables you to optimize your slot floor by ensuring efficient data transfer and verifying proper settings on your floor and in SDS. Phase I of the audit consists of gathering data from each GMU on the slot floor over several days to establish a baseline that demonstrates how the components (the game, GMU and SDS) are communicating. GMU addressing and denomination settings are also validated during this phase. Phase II of the project includes further forensic activities (such as grounding verification and voltage testing) and on-the-job slot technician training. This training provides the slot technicians with the tools and analytical framework to troubleshoot floor issues on your own, allowing them to properly maintain and manage an SDS slot floor for optimal performance and revenue results. Deliverables include demonstration and training for GMU error messages, potential ticket issues, scoping slot lines, and reporting. At the completion of the SDS Floor Audit, a report is compiled detailing what transpired during the audit with recommendations, as well as an Implementation and Remediation Plan. Currency Transaction Reporting Understanding and complying with Currency Transaction Reporting (CTR) regulations is a critical requirement for all gaming operators. Your Bally system maintains CTR regulatory compliance through control settings, which govern the manner in which patron information is collected, recorded, and reported. This engagement provides an overview of how you can apply these CTR features at your property guaranteeing regulatory compliance including: Accounting Controls CTR Reporting Patron Information Requirements Automated and Miscellaneous Customer Transactions Monitoring a Multiple Transaction Log Your Bally system is integrated to seamlessly capture accounting data from floor transactions. [ BALLY CONSULTING SERVICES ] 15

17 Surveillance Development Surveillance is a critical function in the gaming environment. This engagement reviews the effective tools in your Bally system to monitor patron activity and your operational employees including: Defining Surveillance Settings Controlling Floor Operations Locating a Tagged Patron Camera Monitoring Monitoring Patron Activity Online Transaction Displays Specialized Casino Operations Education This engagement utilizes the expertise and experience of the Consulting Services team to provide casino operations instruction on your Bally system according to how you do business. The Consulting Services team will work with you to provide specific learning topics related to pit operations, cage operations, slot operations, count rooms, casino credit, collections, accounting, and surveillance that provide your employees the know-how to set up your specific programs and processes in your Bally system. The Consulting Services team are experts not only in the features of your Bally system, but also have years of first-hand experience in casino operations. You will have access to our complete team of experts for personalized planning. Bally s team of professionals are ready to assist across all facets of your gaming operations. To learn more about Bally Consulting Services contact Some engagements are not software specific, however, not all engagements are applicable to or can be implemented for all Bally software products. Availability subject to change. 16 [ EXPERT GAMING PROFESSIONALS AT YOUR SERVICE ]

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