International Game Technology (NYSE: IGT) announced today that its sbX(TM) Experience Management System is now live at ARIA Resort & Casino at CityCenter.

“It’s truly a game changer,” said Patti Hart, IGT’s president and CEO. “What was once a multi-year decision for a casino operator is now a 15-second decision. Before, an operator had to make a long-term commitment to a game purchase. With sbX(TM), the operator can now have a machine with an entire library of games tied to it - allowing them unmatched flexibility for game mix decisions. For the first time, an operator can manage in near real-time, making changes to their casino floor as their player mix changes.”

With sbX(TM), operators can operationally and more effectively deliver great games and unique applications to the player- right at the slot machine, Hart added. Through sbX(TM), ARIA is also able to manage a select number of WMS games, because of the interoperability of the sbX(TM) open platform and WMS compliance with Gaming Standard Association (GSA) protocols.

“At CityCenter, we are pleased to offer our players the personalization, customization and choices that sbX(TM) and the Service Window provide,” said Bill McBeath, president and chief operating officer of ARIA Resort & Casino.

The ARIA casino floor features a one-of-a-kind combination of IGT’s server-based network which incorporates the award-winning, player-focused Service Window, sbX(TM) Floor Manager and Media Manager, the IGT Advantage casino management system, 100 WMS machines and 970 IGT AVP machines with 3-D Multi-Layer Display (MLD) technology. This complete solution (AVP, 3-D, Multi-Game) is known as IGT DynamiX(TM).

The sbX(TM) Service Window provides a unique player interaction experience, right at the slot machine. When the player inserts his players club card, a special “window” slides the game screen over, providing a menu of information and services that the player and operator can customize, all designed to improve the player experience. The sbX(TM) Floor Manager means ultimate access to the IGT game library, while the sbX(TM) Media Manager enables targeted messages and services to the Service Window.

ARIA Resort & Casino is the centerpiece of CityCenter, the unprecedented mixed-use, urban resort destination owned jointly by MGM MIRAGE and Infinity World Development Corp, a subsidiary of Dubai World.