LAS VEGAS, March 16 /PRNewswire-FirstCall/ -- Alliance Gaming Corp.
(NYSE: AGI) announced today that its Bally Gaming and Systems business unit
has signed a contract with Cherokee Nation Enterprises to supply all three of
its Oklahoma gaming locations with a casino management system solution.
Under terms of the agreement, Bally Systems will initially implement its
Casino Marketplace (CMP) players club and marketing solution at the Cherokee
Casino in Catoosa, Oklahoma's first resort destination gaming location. Along
with the location in Catoosa, Cherokee Nation Enterprises also operates gaming
facilities in Roland and West Siloam Springs and offers players a total of
more than 2,200 gaming devices at the three locations, with an additional
1,500 units being added within the next 12 months.
In addition to the CMP system, Bally Systems is also providing consulting
services to assist with the integration of the system into the Cherokee Nation
Enterprises' overall marketing strategy.
Bally's CMP solution features a variety of promotional and bonusing
capabilities, casino management benefits, multi-property functionality and the
ability to interface with SDG's Class II bingo system. CMP's bonusing
software is designed to give gaming facilities the ability to reward loyal
players in a variety of ways and can be configured to reward those playing
games from a specific manufacturer such as Bally Gaming or SDG.
Since acquiring SDG, Bally Gaming and Systems is now positioned to provide
a full range of gaming products to the Oklahoma market and other Class II
gaming jurisdictions.
"This is a strong step forward for both our gaming and systems initiatives
as the Oklahoma market evolves," said Robert Miodunski, President and Chief
Executive Officer of Alliance Gaming. "SDG's Class II bingo system uniquely
offers gaming facilities access to industry-leading systems like Casino
Marketplace while offering players the widest variety of games in Class II, no
matter which direction a particular tribe plans to go with regard to the new
Oklahoma compact."
The Cherokee Nation Enterprises also plans to utilize CMP's software to
link its three facilities with a single-card player tracking system. Players
will be able to access all their points and complimentaries at any of the
three facilities, regardless of where the play occurred.
"Offering a single players club card for all of our operations will
provide our customers a variety of new and rewarding benefits not currently
found in the Oklahoma market," said David Stewart, Chief Executive Officer of
Cherokee Nation Enterprises. "We are committed to having best-of-class gaming
facilities and adding this system from Bally gives us the ability to enhance
our overall operation while giving our players a more entertaining and
rewarding experience at our various locations."
Recognized as the industry leader with approximately 240,000 game
monitoring units and more than 200 casino customers worldwide, the Bally
Systems product line offers slot machine cash monitoring, accounting,
security, maintenance, marketing, promotional and bonusing capabilities,
enabling operators to accurately analyze performance and accountability while
providing an enhanced level of customer service.

Alliance Gaming is a diversified gaming company with headquarters in Las
Vegas. The Company is engaged in the design, manufacture, operation and
distribution of advanced gaming devices and systems worldwide, and is the
nation's largest gaming machine route operator and operates two casinos.
Additional information about the Company can be found at
www.alliancegaming.com.

This news release may contain "forward-looking" statements within the
meaning of the Securities Act of 1933, as amended, and is subject to the safe
harbor created thereby. Such information involves important risks and
uncertainties that could significantly affect the results in the future and,
accordingly, such results may differ from those expressed in any
forward-looking statements. Future operating results may be adversely
affected as a result of a number of risks that are detailed from time to time
in the company's filings with the Securities and Exchange Commission.

- ALLIANCE GAMING CORP. -

Investor and Media Contact:
Robert L. Saxton
Alliance Gaming
(702) 270-7600

SOURCE Alliance Gaming Corp.
-0- 03/16/2004
/CONTACT: Investor and Media, Robert L. Saxton of Alliance Gaming,
+1-702-270-7600/
/Web site: http://www.alliancegaming.com /
(AGI)