I think the article is referencing the Ebonite/Power House Bowler I.D. technology.

That is where Ebonites Bowler ID started.

This is a pdf I ran across,
Bowling ball dynamics revealed by miniature wireless MEMS inertial measurement unit

N. C. Perkins and Ron Hickland of Ebonite were involved

The device is interesting as are the results

http://www-personal.umich.edu/~ryanmcg/Updated%20Documents%2011-9-2013/King_et_al_SportsEngineering2010.pdf


excerpt:
Consider again the throw by the professional bowler previously
illustrated in Figs. 5 and 6. Once the ball center
velocity has been computed (Fig. 5), one can immediately
establish the velocity point V as well as its image point V0.
Then, using Eq. 9, one can locate the optimum location of
the bowler’s axis point which is located at the center of the
bullseye illustrated in Fig. 10. The actual location of the
bowler’s axis point in this example, again denoted by A, is
reasonably close to the optimum location

NOTE:
There is a link in the pdf that doesn't work, here is the link that does:
http://www-personal.umich.edu/~ryanmcg/BowlingProject.html

Here is the video (I suggest stepping through it frame by frame as it's short video):

Theres a post here about it from last year:
http://www.ballreviews.com/bags-shoes-accessories/accelerometer-for-bowling-ball-t308054.0.html