GMR Gets a Piece of Gaming Action

CHICAGO Omnicom Group’s GMR Marketing has signed an exclusive worldwide agreement with LaserLock Technologies to sell advertising and promotions nationwide on tickets being used in coinless slot machines, agency executives said.

LaserLock of Bala Cynwyd, Pa., acquired the exclusive advertising rights from Translucent Technologies in 2002. Translucent is a U.S. producer of slot tickets.

Coinless slot machines use a bar-coded thermal ticket, or “slot ticket,” as a payout of proceeds from slot machines, replacing traditional coins. The ticket can either be cashed at the casino cage or re-inserted into another machine’s bill acceptor, crediting its value. There are some 70,000 machines in the U.S. that use this technology, which was developed by IGT Corporation, a manufacturer of slot machines.

GMR Marketing in New Berlin, Wis., is a member of the Radiate Group, an Omnicom Group company.