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B 2 B


SINGLE SITE OPERATOR


nufacturers raising innovation


go, coupled with manufacturers’ desire ucts to market, has resulted in the tide cade and bingo halls, says Tony


and appealing game. In the low-tech market the new stake and prize has been coupled with PC technology to offer compendiums such as Project Coin’s World of Games and World of Poker. In the analogue sector, the most significant development has been the community-style games like we are seeing now with Empire’s Juicy Fruits and Bell- Fruit Games’ Crazy Fruits Community.


CS: How important is it for operators to ensure they install new Cat C prod- uct in their venues? TG: There will always be evergreen prod- uct that attracts and maintains a loyal fol- lowing, but decades of experience demonstrates beyond doubt that venues benefit from their product offering being refreshed with the right games. In so many other markets the retailer is constantly looking at changing their offering to suit the changing demands of their customer, so why should we expect our players to be any different. Players like fresh challenges and new games offer that stimulus. We believe the new B3 legislation can have a positive effect on Cat C. If B3 is popular and


Analogue and digital can co-exist and fill cashboxes


Peter Davies, commercial director at operating giant Gamestec, shares his views on the current Category C climate in pubs and bars.


Gamestec is a big advocate of introducing


digital gaming to pubs. At this year’s ICE, the outfit unveiled iPub, a digital gaming ter- minal in partnership with Astra Games. Davis told Coinslot: “We believe the Gamestec digi- tal portfolio will help grow revenue for cus- tomers by offering players more choice and by attracting players who would not usually play gaming machines in pubs.” However, he strongly believes there is still


generates new income it will give opera- tors funds to reinvest in the Cat C offering. If the demand is there manufacturers will allocate more R&D time to Cat C and create more competition in the market and more choice for the operator and player. New products give the venues the opportunity to be creative from a marketing perspec- tive, drive foot fall, encouraging more fre- quent visits from existing players or bringing new players into the venues. This drives income and the cycle of reinvest- ment and development starts again.


a place for analogue machines in the market- place, especially when combined with digital offerings. “We have found through extensive testing of digital products that when digital machines and analogue machines are offered in the same venue there is a growth in revenue. Existing analogue players are catered for and continue to use the machines, while new play- ers are attracted to the digital machines, enjoy- ing the wider selection of games available.” Gamestec understands that branded games tend to out-perform non-branded games in terms of cash box takings. In particular, Deal or No Deal has been a real success. Davis explained: “It is not the brand per se that ensures success. Successful games need the right blend of licences combined with com- pelling game play and software profile. Deal or No Deal is the best example of this from the last few years.” Manufacturers and developers responded well to the £1/£70 uplift, allowing Gamestec


to roll out the new machines quickly. “We rolled out 8,000 machines in the first week of the legislation change and completed the roll out within 12 weeks.” One of the biggest draws of digital gaming


is improved content, believes Davis. “By choos- ing digital, customers are able to offer players multi game content which will appeal to a wider audience and they can select content which is tailored to their venue’s clientele.” Gamestec’s commercial director predicts that online updates paired with real time machine management will become the pre- ferred operating method as it means that new gaming content can be downloaded straight to terminals in venues, offering the best possi- ble choice. In Davis’ view, Bell-Fruit are responsible for


some ‘outstanding’ digital gaming content. “They have fully embraced the digital oppor- tunity with classic DOND titles available alongside purposely designed digital content. Astra are also providing innovative content which has been proven in AGCs and bingo.” In terms of analogue Cat C, Davis believes


that Bell-Fruit leads the way. He concluded: “Deal or No Deal Live the Dream and Perfect Deal stand out as strong performers in volume, topping our performance charts. QPS, a brand from the BFG stable, has also enjoyed success of late and Crown Jewels is performing very well.”


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Coinslot MAY 20 - MAY 26, 2011


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