Bally’s and OPTX partner for AI and operational solutions
New system integration will extend to all of Bally’s properties in the US.
Bally’s and OPTX, an artificial intelligence (AI)-driven operational solutions provider, have signed a multi-year collaboration agreement, exemplifying Bally’s attempt to leverage AI in decision-making processes to enhance guest experience.
The agreement will see the OPTX system integrated in all Bally’s properties across the US, ensuring Bally’s is offered OPTX’s suite of products including slots and table game analytics, recommendations, slot dispatch and player development integration.
“The chance to collaborate with an industry titan such as Bally’s is truly humbling. Serving as the Enterprise AI partner for Bally’s is not only an honor but also a significant responsibility,” OPTX co-CEO Brooke Fiumara said.
“Introducing an operational forward tool to the enterprise holds immense significance as it empowers the organization to fully harness the capabilities of AI through OPTX’s award-winning operational functionality. By adopting such a tool, the enterprise gains a strategic advantage in leveraging AI technologies and operational efficiencies across various aspects and all levels of its operations.”
The AI platform functions as a central integration hub, where operators can input diverse data points into designated systems. OPTX leverages player, gaming and machine data to increase productivity, simplify operations and drive growth.
“OPTX does a remarkable job at incorporating artificial intelligence into the day-to-day lives of operators. They’ve been able to leverage a powerful AI engine in a way that creates simple, meaningful and easy to execute actionable tasks to improve operations,” Bally’s VP of Gaming Operations Dan Cherry said.
“Their platform will allow us to create a better customer experience and reinvest in our gaming product aggressively.”
The new partnership comes after Bally’s recently released its first quarter financial results for 2024 and announced it would be demolishing its Tropicana Las Vegas property.
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