Harrah’s debuts IGT’s ‘The Price is Right’ slots

May 15, 2001 10:29 AM
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The six Nevada casinos of Harrah’s Entertainment, Inc. are the first in the nation to offer customers the opportunity to play the new The Price is Right video slots manufactured by IGT.

Starting last week, a total of 125 of the nine-line nickel-denomination video slots were installed at Harrah’s Las Vegas, the Rio Suite Hotel & Casino and Harrah’s Laughlin in Southern Nevada, as well as Harrah’s Reno, Harrah’s Lake Tahoe and Bill’s Casino in Northern Nevada.

Pending regulatory approvals, additional The Price Is Right video slots will be installed at Harrah’s casinos nationwide and at the company’s Showboat casino in Atlantic City in June, July and September of this year.

The distribution agreement with IGT grants Harrah’s an exclusive 30-day right to introduce this and subsequent versions of The Price Is Right games into each of the 17 markets where the company operates a casino.

"Our goal is for Harrah’s to be the overwhelming first choice for serious slot players," said Bruce Rowe, Harrah’s Entertainment’s Vice President of Slot Operations Research and Development. "Our slot customers can be sure that Harrah’s is the best place to find the newest and most exciting slot products."

"We’re thrilled to offer millions of Harrah’s customers the exclusive opportunity to play The Price is Right slot machines first in each of our gaming markets," said David Norton, Vice President of Loyalty Marketing for Harrah’s. "Acquiring the newest and most entertaining slots before our competitors do is yet another way Harrah’s has responded to the demands of our valued customers."

The new slot machine is a nine-line, nickel-denomination video slot featuring music from the show and voice-overs from its announcer, Rod Roddy. He is well-known by game show fanatics for his, "Come on down!" admonition to guests.

Customers playing in the slot machine’s bonus round can enjoy the excitement of the game show’s popular Cliffhangar pricing game, in which a yodeling mountain climber hikes dangerously close to a cliff’s edge. Just like on TV, customers will have a chance to spin the big bonus wheel and win a showcase showdown.

To celebrate the introduction of The Price Is Right video slots to Nevada, Harrah’s and IGT sponsored an appearance by television personality and game-show announcer Rod Roddy at The Rio last Saturday night. Roddy is expected to appear at other Harrah’s properties in Louisiana, Missouri, Illinois and New Jersey as the game is introduced.

Harrah’s, the leading consumer-marketing company in the gaming industry, and IGT, the leading software systems and gaming products manufacturer, joined forces to develop the family of The Price Is Right video slot machines following IGT’s acquisition of Silicon Gaming earlier this year. Additional versions of The Price Is Right games are scheduled to be introduced at Harrah’s properties later this year and early next year.

"The opportunity to bring the classic game play of The Price is Right to the slot player is extremely exciting," said Simon Spalding, Executive V.P. Worldwide Licensing for Pearson Television.

"We believe that the Cliff Hanger machine brings all the fun, tension and thrill of the original game. When coupled with the Showcase Showdown bonus round, we hope players across the Harrah’s brand will find this a machine they just can’t resist playing."