First Major U.S. Sports Brand Hits Casino Floors | Sports Destination Management

First Major U.S. Sports Brand Hits Casino Floors

Jul 18, 2013
NASCAR Makes History with New Slot Machine

In Las Vegas, NASCAR is taking the lead among U.S sports when it comes to embracing legalized gambling with its new video slot machine produced by Bally Technologies.

The virtual-racing thrill ride is NASCAR’s first officially licensed slot machine and the first officially licensed gaming machine of any of the major sports in the United States.

NASCAR’s bet on gaming appears to be paying off big as hundreds of machines are popping up on casino floors all over the U.S. while Bally Technologies is producing hundreds more.

Perhaps the success of the new slot machine should come as no surprise.

“NASCAR knows through research that there's a big crossover with their fan base and gaming," said Mike Trask, Corporate Communications Manager for Bally Technologies. "The release of the NASCAR game gives its fans and all gaming enthusiasts a chance to experience the virtual adventure of America’s biggest spectator sport through a real-time race to a progressive jackpot."

With an average of more than 120,000 attendees at each race, NASCAR has the highest average attendance of any sport in the U.S. and its popularity has made it the second-most watched sport on television with its brand-loyal fans. The NASCAR game speaks to those fans by providing them the opportunity to extend the excitement of watching the sport to playing the sport.

The NASCAR game gives each player the opportunity to essentially become the driver as they select from some of the sport's top professional racers and can participate in an interactive race around a simulated Daytona International Speedway with high-definition displays and a custom surround-sound chair.

The game is 100 percent NASCAR official with personalized audio and videos of the professional drivers, recognizable racecars using authentic numbers and sponsors, overhead audio by legendary announcer and host of “NASCAR Live” Eli Gold, and music identifiable with television broadcast races. Customers select from one of five famed NASCAR drivers – Dale Earnhardt, Jr., Jeff Gordon, Clint Bowyer, Jimmie Johnson, and Kevin Harvick - and experience video through three high-definition touch screens including a 32-inch vertical display screen on top of a 22-inch game screen and audio delivered through a surround-sound chair with ear-level built-in speakers.

Players are made to feel as if they are literally in the driver’s seat from the vibrating chair and the sounds of an 800-horsepower engine, race car chatter, passing cars and a cheering crowd.

The game also features three bonuses: the Pit Stop Bonus, Burnout Free Games, the U-Race™ Bonus, each with multiple awards. Players also have a chance at winning a life-changing progressive award starting at $750,000 on a wide-area progressive link and $10,000 on a near-area progressive version.

About Bally Technologies, Inc.: With a history dating back to 1932, Las Vegas-based Bally Technologies designs, manufactures, operates, and distributes advanced gaming devices, systems and technology solutions worldwide. Bally’s product line includes reel-spinning slot machines, video slots, wide-area progressives, interactive and mobile applications, and Class II, lottery, and central-determination games and platforms. Bally also offers an array of casino management, slot accounting, bonusing, cashless and table management solutions. For more information, please contact Laura Olson-Reyes, Senior Director, Marketing & Corporate Communications, at 702-584-7742, or visit Connect with Bally on Facebook, Twitter, YouTube and LinkedIn.

About NASCAR: The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America's premier sports. NASCAR races are broadcast in more than 150 countries and in 20 languages. In the U.S., races are broadcast on FOX, TNT, ABC/ESPN/ESPN2, SPEED and SiriusXM Satellite Radio. NASCAR fans are among the most brand-loyal in all of sports, and as a result more Fortune 100 companies participate in NASCAR than any other sport. NASCAR consists of three national series (the NASCAR Sprint Cup Series, NASCAR Nationwide Series, and NASCAR Camping World Truck Series), four regional series, and one local grassroots series, as well as two international series. Also part of NASCAR is Grand-Am Road Racing, known for its competition on road courses with multiple classes of cars. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada, and Mexico. Based in Daytona Beach, Fla., NASCAR has offices in eight cities across North America. For more information and a complete schedule, visit Follow NASCAR on or on Twitter: @NASCAR.

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