games, since 2000 BSR has formally supplied management services and consulting for games operations in major parks both within the USA and internationally and is currently involved with about six major operations. “If done correctly, midway and arcade games

can be a valuable source of revenue and add entertainment value to the guest,” notes the company’s Jack Mendes, adding that there

And like our other interviewees, he agrees

prizes are a key element. “Good prize selection and buying are critical to

a successful games operation. Prizes are the ‘fuel’ that make the game work.” Operating concessions in various parks is the

UK company Chili Games, which is involved typically in midway games, amusement arcades or a combination of both. And managing director

He believes that the equipment mix should be

carefully selected in relation to the demographic of the visitors. “Arcade equipment can be expensive, so it’s

important that the machines are selected for the specific guests of that park, rather than something that is big and cheap! Midway games can be even more in depth, as not only can you develop the game for a specific type or age of guest, you can also tailor the prizes on the game, making it far more technical than most people think - you can’t just put any old bit of plush on any old hoopla game!” On the operational side of the sector, he

notes two main considerations. “Firstly, location, location, location! Where

will be the best place to situate games or arcades, so that they have maximum exposure to the guests but don’t take away anything from the other areas of the park. The last thing you want to do is dilute the retail spend by placing games or arcades inappropriately. However, the correct location can lead to some great returns and even strengthen the retail offer so long as the stock in each department is chosen well. “The second decision has to be whether

or not to do the games and arcades yourself, or to appoint a specialist games/arcade operator to do it for you. Generally specialist concessions will improve games revenue by

are many factors to consider as far as actual equipment is concerned and what type of equipment a good arcade and midway area should include. “Every location is different so there’s not a

G

standard answer other than a good mix, and size appropriate. It is very important that the games be geared to who is going to play, plus the prizes have to be appropriate to both male and female, kids, teens and adults.” From an operational point of view, Mendes

notes: “Games done well are a lot of work; you cannot install games and expect them to generate revenue without having someone manage them daily. Location, operation, traffic patterns, prize selection, rules, pricing, are all critical components of a successful games operation.”

Tim North believes such attractions are gaining in popularity. “They seem to be getting more and

more popular in recent seasons,” he says. “Generally families have more and more access to leisure activities of all types within the home these days, so they expect to see the same when they visit attractions in their leisure time.” And he continues: “Coin-operated arcade

or amusement equipment is important to all parks, whether large or small, as it is not labour intensive. However, midway games are harder to operate in attractions under, say, 300,000 visitors, as the amount of manpower required to operate them correctly tends to have a negative impact on the profitability of the operation.”

between 200 and 300 per cent, meaning the owners would get a good revenue stream as a rental without having to worry about any investment or operation issues.” And of course North agrees that good quality

prizes are also a vital part of the equation. “Midway and redemption are generally

activities which people partake in for the end result - the prizes. So, if they’re not up to date, appealingly displayed and attractive to the captive audience of your park, then you will pretty much render the game or redemption area useless before you get the chance to generate any revenue.” No prizes for guessing how a good game operation should be run then!

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