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Bally Technologies’ History: Part III of III

Now that Bally was gaining notoriety and fame, where could they go from here?

They expanded gaming from there, adding more and more arcade games to the line up – including Space Invaders and PacMan, two of the all time most successful video games of our generation. The company went on a buying spree adding such things as Great Adventure and health clubs to their line up, and added more debt than the company could seemingly handle. They ended up with a huge debt and did not know what to do about it.

In 1990, they brought on a new CEO and president, Arthur Goldberg, who completely restructured the company and made Bally Gaming International a separate subsidy of the company. They continued to grow from there. Bally and Alliance Gaming Corporation merged, but it turned out to be not very beneficial. Bally was continuing to move forward, but Alliance was floundering. With more than $300 million in debt, they brought in a new CEO and new CFO and worked at turning it around. They were successful, and between 2001 and 2003 they produced more money for their shareholders than any other publicly traded company in the US.

After those successes, the company put some of their focus on Class II slot machines, which are in many of the Native American Indian casinos today. They used their new acquisition, Sierra Design Group, SDG, to expand further than they had before. They also used their ALPHA operating system to complete their foray into the harsh competition of the slot machine world. They had it fully integrated just in time for this year, their 75^th anniversary.

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