Rivals Gang Up on IGT

LAS VEGAS – As reported by the CBS Market Watch: "Its dominant market share doesn't face a serious challenge, but International Game Technology suffered a setback of sorts at the Global Gaming Exposition this week as rivals poured on the star power.

"B-grade celebrities are a staple of this and other trade shows, but second-tier slot makers upped the ante significantly this year, introducing themed machines featuring some of the world's biggest names.

"Alliance (AGI) had 'Baywatch' star Pamela Anderson help promote a special edition of its licensed Playboy (PLA) slot while privately held Aristocrat (ARLUF) rolled out a machine featuring soccer star Pele, who was present to hype the device.

"…But none felt more lucky than Chicago-based WMS (WMS), which has long been in the shadow of IGT (IGT).

"The company introduced a new slot based on the classic Western movie "A Fistful of Dollars." On hand to cut the ribbon was none other than the film's star and partner in the enterprise: Clint Eastwood, whose Fistful' character, The Man With No Name, is featured on the machine…"