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Alliance Gaming Signs Agreement with Cherokee Nation Enterprises

16 March 2004

LAS VEGAS – (Press Release) -- 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.

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