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Alliance Gaming, EA's Sign Licensing Agreement

18 October 2004

LAS VEGAS – (PRESS RELEASE) -- Alliance Gaming Corp. (NYSE: AGI) announced today that its Bally Gaming and Systems business unit has entered into a multi-year licensing agreement with Electronic Arts Inc. (EA) (Nasdaq: ERTS), the world's leading developer and publisher of video games, for a series of slot machines based on content from EA's most popular online game destination,

EA's is a free online game destination that offers players more than 60 free online trivia, puzzle, word, casino, classic card and board, sports and action games. Titles from that will eventually be introduced by Bally Gaming in a casino gaming environment include Poppit!(TM), Greenback Bayou, Swashbucks, Pop Fu, Tri-Peaks Solitaire, Dice Derby and Poppa Zoppa(TM).

"This agreement with EA fits perfectly into our strategic plan of expanding our game content to a broader demographic while at the same time diversifying our game content for our loyal players," said Richard Haddrill, President and Chief Executive Officer of Alliance Gaming. "EA brands are some of the most popular in the world and fit perfectly into where our industry is trending."

"The community is dedicated to playing games, so it stands to reason that the Pogo brand and characters are a good fit with Bally Gaming's initiatives," said Lesley Mansford, Vice President of EA Online. "We look forward to extending our Pogo brand to players offline."

Alliance Gaming is a diversified gaming company with headquarters in Las Vegas. The Company is engaged in the design, manufacture, distribution and operation of advanced gaming devices and systems worldwide and owns and operates Rainbow Casino in Vicksburg, Miss. Additional information about the Company can be found at

Electronic Arts, headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, EA posted revenues of $2.96 billion for fiscal 2004. The company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers and the Internet. In 2003, EA had 27 titles that sold more than one million copies. Electronic Arts markets its products under three brand names: EA SPORTS(TM), EA GAMES(TM) and EA SPORTS BIG(TM). EA's homepage and online game site is More information about EA's products and full text of press releases can be found on the Internet at

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