Bally Gaming and Systems – Corporate Web Presence Redesign
Brought on as Bally Gaming and Systems’ first Corporate Webmaster to build its digital foundation for a global brand. Few gaming manufacturers viewed digital presence as a strategic asset. Bally recognized the opportunity to lead through innovation, and I was charged with developing a modern, enterprise-level web platform that reflected the company’s leadership in gaming technology and slot systems. BallyGaming.com became the centerpiece of its digital strategy, uniting corporate communication, product showcases, and marketing initiatives. The site set a new benchmark within the industry and reinforced Bally’s reputation for innovation and excellence in gaming and entertainment technology.
Role & Scope
Directed web and digital operations for Bally Gaming and Systems, providing strategic oversight of creative direction, technology implementation, and content execution across all corporate and subsidiary websites. Led the full lifecycle of digital development, from concept through completion, ensuring alignment with enterprise objectives and global brand standards. Collaborated across business units and senior leadership to integrate marketing, technology, compliance, and communications within a unified digital framework. Managed vendor partnerships supporting hosting, streaming, integrated services, and investor relations initiatives.
Challenge
Bally Gaming and Systems initiated development of a comprehensive digital platform reflecting the company’s position as a global gaming leader and integrating its expanding divisions under one cohesive corporate identity. The legacy site offered minimal scalability and design cohesion, constraining the company’s ability to engage audiences effectively across casino operators, investors, and international partners. The effort required a full redevelopment to modernize the company’s brand presence, technology innovation, and product portfolio, and establish a scalable, maintainable architecture to support future digital growth.
Resolution
Executed a ground-up redevelopment, establishing the company’s first enterprise-level digital presence. The project unified corporate, product, and investor communications within a single framework supporting brand storytelling, product portfolio, and technical precision. Defined BallyGaming.com’s information architecture, visual framework, and development standards, building scalability and consistency across business units. The platform integrated multimedia product demonstrations, press resources, and investor content into a complete experience reflecting Bally’s innovation and global reach.
Outcomes / Impact
- BallyGaming.com served as the company’s flagship website, consolidating communication across corporate, product, and international markets.
- Increased monthly site traffic from an average of 210,000 to more than 3.4 million visits.
- Transformed Bally’s online presence into a next-generation digital platform that showcased its slot machine catalog, gaming technology, and corporate initiatives globally.
- Positioned Bally among the first major gaming manufacturers to establish a credible, modern digital presence, inspiring industry-wide investment in online innovation.