Bally Technologies Wins Big as Gaming Industry's Top Communications Efforts Receive Gaming Voice Awards

LAS VEGAS—Today during the 12th annual American Gaming Association (AGA) Communications Awards, the AGA announced the 10 companies that will be taking home Gaming Voice Awards in 15 categories. The day’s big winner was Bally Technologies, Inc, which took home six awards – one each for Best Digital Direct Mail, Best Mobile Marketing, Best Print Advertisement, Best Print Advertising Campaign, Best Employee Publication and Best Multi-format Advertising Campaign. In a display of the depth of talent across the industry, the other nine awards were each won by a different company.

The Gaming Voice awards, which recognize outstanding corporate communications, public relations and advertising in the gaming industry, were presented at a ceremony held at the Sands Expo and Convention Center in conjunction with Global Gaming Expo (G2E), the gaming industry’s premier trade show.

“Communicating gaming’s essence to consumers is tough, but if the projects we are honoring here today are any indication, our gaming communicators are succeeding at the highest levels,” said Judy Patterson, senior vice president and executive director of the AGA, who served as emcee for the awards presentation. “The winners are proof positive that the creativity and innovation that are hallmarks of our industry are alive and well within our advertising, marketing and public relations professionals.”

Six gaming companies were repeat winners in the same category that they triumphed in last year. WMS Gaming Inc. took home its fourth consecutive Gaming Voice for Best Annual Report, while Ameristar Casinos, Inc. won Best Television Advertisement for the second straight year. Caesars Entertainment Corporation reprised its win in the Best Social Media Program category for its Escape to Total Rewards campaign, and MGM Resorts International’s M Life Magazine repeated as the Best Customer Publication.  Fallsview Casino Resort of Niagara Falls, Ontario – the only non-U.S. winner – grabbed its second straight win for Best Outdoor Advertising. Bally Technologies Inc.’s win in the Best Multi-format Advertising Campaign category also was a repeat for the gaming equipment manufacturer.

The tribal gaming sector was well-represented among the winners with three Indian gaming operators taking home awards. Seminole Casino Coconut Creek took home the prize for Best Direct Mail on the strength of the invitation to its $200K Blackjack Tournament. The Gaming Voice Award for Best Website went to Northern Quest Resort & Casino for www.northernquest.com, and FireKeepers Casino in Battle Creek, Mich. was named the top entrant in the Best Radio Advertisement category.

Game design company High 5 Games rounded out the list of juried winners by grabbing the Gaming Voice award for Best Communications Campaign for its overall effort to establish and market its distinct brand.

The AGA also honored Roger Gros, publisher of Global Gaming Business magazine, with the 2012 Lifetime Achievement Award for Gaming Communications. In addition to being the force behind the leading trade publication for the gaming industry, Gros has been president of Casino Connection International (CCI), the magazine’s parent company, since 2001. CCI also publishes Casino Design magazine, Tribal Government Gaming magazine, G2E Preview magazine and GGB News, the only weekly online magazine covering the gaming industry. Prior to his role at CCI, Gros was vice president of Casino Journal Publishing Group from 1984-2000, and he was the founding editor of Casino Player magazine and editor of Casino Journal and the National Gaming Summary.

“During his career, Roger has been a major contributor to the growing legitimacy of the gaming industry,” Patterson said. “Through his honest and straightforward reporting, he has been able to present our business in a way that enables people who know nothing about gaming to learn more. He has been a vital part of our industry, communicating both the best it has to offer and where we can improve.”

Awards were presented in 15 categories, and a panel of judges with expertise in advertising, marketing, public relations, Internet design, graphic arts and financial communications determined the winners from among 233 total entries.

The AGA Communications Awards were made possible with generous support from Piercy Bowler Taylor & Kern (PBTK) and Global Gaming Expo (G2E).

2012 Gaming Voice Award Winners

Best Annual Report
WMS Gaming – “WMS Annual Report 2011”
(Assisting Agency: Curran & Connors)

Best Communications Campaign
High 5 Games – “Establishing the H5G Brand”

Best Customer Publication
MGM Resorts International – “M Life Magazine”
(Assisting Agency: Custom Publishing Group)

Best Digital Direct Mail
Bally Technologies, Inc. – “Elite Bonusing Suite/iView DM PURL Website”

Best Direct Mail
Seminole Casino Coconut Creek – “$200K Blackjack Tournament Invite”
(Assisting Agency: RPM Advertising)

Best Employee Publication
Bally Technologies, Inc. – “Your Voice”

Best Mobile Marketing
Bally Technologies, Inc. – “UC9 App”

Best Multi-format Advertising Campaign
Bally Technologies, Inc. – “Michael Jackson Marketing Campaign”
(Assisting Agency: G Creative)

Best Outdoor Advertisement
Fallsview Casino Resort – “Chip Climber”
(Assisting Agency: Blammo Worldwide)

Best Print Advertisement
Bally Technologies – “Vegas Hits Road Trip”
(Assisting Agency: G Creative)
  
Best Print Advertising Campaign
Bally Technologies, Inc. – “Lightning Jackpot”
(Assisting Agency: G Creative)

Best Radio Advertisement
FireKeepers Casino – “Red Lightning Jackpots Public Service Announcement/Caution: Severe Chance of Winning”
(Assisting Agency: Masterminds Advertising)

Best Social Media Program
Caesars Entertainment – “Escape to Total Rewards”
(Assisting Agency: Mr. Youth New York)

Best Television Advertisement
Ameristar Casinos, Inc. – “Fortune Firecracker”
(Assisting Agency: Cannonball)

Best Website
Northern Quest Resort & Casino – www.northernquest.com
(Assisting Agency: Hanna & Associates)