Casino technology group picks up CoolSign

November 17, 2008 by Dave Haynes

Just off the press release wires is word that Bally Technologies has acquired CoolSign from Planar Systems.

CoolSign is a strategic addition to Bally’s Networked Floor of the Future technology systems. The acquisition extends Bally’s technology offerings to include marketing and media communications to the player in the form of CoolSign networked or standalone digital displays, available in a multitude of sizes, that allow casinos to quickly and effectively communicate gaming and non-gaming messages to customers.

In particular, CoolSign networked displays will integrate with Bally’s iVIEW(TM) Display Manager(TM), an intelligent controller that allows casinos to present system content or marketing messages on the main game screen, the top game display, and overhead displays with picture-in-picture capability. iVIEW Display Manager recently won first place in the “Best Consumer Technology” category of the 2009 Gaming & Technology awards.

Planar’s CoolSign digital signage software and display solutions have been chosen by more than 160 casinos around the world. Based inBeaverton, Ore., Planar has over two decades of experience providing scalable, robust specialty display solutions for every size customer. Under this agreement, Planar retains the ownership of the CoolSign business and products for all fields of use other than the gaming industry.

It was known Planar was trying to sell CoolSign, which it acquired in July 2006 for $46 million. That came a year after Clarity bought CoolSign from AdSpace. If I was a longtime staffer at CoolSign I would, at this point, be looking around and asking, “Is it my deodorant?” 

It is doubtful Planar flipped CoolSign for a profit, particularly not in this economic climate.

Bally Technologies is the biggest gaming systems company in the world and has about 360,000 slot machines on casino floors, and now they own the software to run on the screens and slot island toppers, rather than buying or renting it.  

 UPDATE: Ken Goldberg of RDM has his own take on this. On closer examination, he points out Planar has only really sold the vertical of casino gaming, which I guess means there is still a CoolSign.