IGT to unveil future of slots at CityCenter

Oct 27, 2009 1:21 AM
by David Stratton |

When CityCenter unveils its Aria Hotel/Casino in seven weeks, visitors will have a first-hand look at the electronic gaming floor of the future.

IGT announced today its full-suite of server-based technology, including network systems, central game library and other high-tech services, will be incorporated into Aria’s casino floor, along with nearly 1,000 advanced IGT machines.

The CityCenter application will be the first, extensive roll-out of IGT’s powerful casino floor system, known in the industry as simply sbX.

"At CityCenter, we are pleased to offer our players the customization, choices and personalized service that sbX and the Service Window provide," said William McBeath, president and chief operating officer of Aria Resort & Casino.

The sbX system provides a unique, real-time interactive experience with the machine player, while he or she is actually playing the device.

When the player inserts his player’s club card, a special "window" slides the game screen over, providing a menu of information and services that the player and operator can customize.

Those services will include accessing an extensive library of slot/video games that can be downloaded into the special slot machine.

It also provides a communications portal between the operator and player, in which promotions, marketing specials, contests and tournaments, banking and rewards information can be transmitted, in both directions.

But IGT officials point out the technology is much more than a glorified, computerized advertising circular. Players will be able to make requests, book rooms and entertainment reservations, find out about club points and slot contests, and even participate in tournaments.

"This ‘hybrid’ casino floor also demonstrates IGT’s flexibility and commitment to meet our customers’ requests, needs and expectations," said Eric Tom, IGT’s executive vice president of North American sales & marketing. "Today’s solutions must take into account the challenging economy and how to best partner with operators to help them give their players what they want in a value-oriented solution."

Aria Resort and Casino, with its high-tech casino slot floor, is scheduled to open Dec. 16.

Question? Comment? E-mail me at: David Stratton