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entertainment, according to a new study from ICM Research. A survey of 10,000 adults was supplemented by in-depth


What women want O


interviews with women over 45, after a National Centre for Social Research report recently suggested that the group was experiencing a rapid escalation of gambling activity. “Older women are gaming as an alternative to standard


entertainment such as TV and puzzle books,” said ICM. But “contrary to popular general perception”, the


researchers added, “online gambling is least popular among older women”. “The social element of online gaming is really important –


they go online to interact with current friends and to make new ones. While the games draw them in, they tend to make repeat visits to chat, socialise or interact with younger family members. They are open to brand tie-ins and sponsored free games as long as commercial information is integral to the game and doesn’t interrupt them.” However, the researchers added, “they worry about


damaging their computers and prefer games they don’t have to download. They also prefer free games as they are concerned about getting carried away and spending too much.” When looking at both home-based and online gaming, the


researchers found that women are as likely to participate as men, with roughly two thirds of both groups engaging. Their motivation, though, changes with age: those under 45 typically play games to pass the time, while the over-45s – especially women – are more likely to turn to games to keep mentally fit.


INDUSTRY NEWS


lder women are not gambling more, despite reports, but they are keen players of online games for


Speed of Light hits Japan L


AI Games reports positive reactions to its Speed of Light redemption game in the


Japanese market, where it recently made its debut at the AOU Show in Chiba. Said Roque Grau, director of exclusive


Japanese distributor RS Company: “The first time we saw Speed of Light we understood its potential for the Japanese market. It is an aesthetically beautiful, unique and new concept. The game is very easy to understand and play, but at the same time is quite challenging for serious players. The response to Speed of Light at the AOU Show has been impressive and we strongly believe this is just the start of a very fruitful collaboration with LAI Games.” The game consists of an eight-foot-


high matrix of lights; the player’s goal is to press as many as possible, as quickly as they can. Music and lighting effects add to the atmosphere.


BACTA urges government: “Rethink machine tax plans”


AGCs turn to Thomas T


system to improve cash security. Using the PayStation means that


the float is held in the secure unit instead of behind the cash desk. Payouts, previously handled manually by the AGC’s staff, are now keyed into the PayStation, which then issues them to players. “Payment time is significantly


reduced and cash desk employee visits to the AGC back-office safe are eliminated, reducing opportunities for theft and miscalculations. Empty hoppers and related hopper faults are also greatly reduced,” according to Thomas. The PayStation was launched at the


ICE and EAG events in London in January, along with other components of the ThomasPay suite: AutoPay, CardPay and TicketPay.


reconsideration of the proposed Machine Games Duty (MGD), the levy which will next year replace the current Amusement Machine Licence Duty (AMLD). Whereas AMLD is a simple per-machine fee, MGD is a two-tier tax on


R


homas Automatics says a major operator of adult gaming centres (AGCs) in southeast England has adopted its new PayStation


profits, and BACTA wants to see a higher rate of no more than 15 percent, along with a lower rate of three percent for games with a stake of 10p or less It is also asking for SWPs to be excluded from MGD, and for businesses to


be allowed to offset against MGD any VAT that they cannot reclaim in other ways. Said BACTA chief executive Leslie MacLeod-Miller: “Our meeting with


Chloe Smith is critical. We urgently need her to show a level of real commitment to these small businesses and the jobs they provide. Previously, we have been told that the proposed changes on taxing amusement arcades will be revenue-neutral. The problem, however, is less the impact on the industry overall, but the uneven way in which it will likely affect arcade owners. “The impact of tax is felt at an individual level by each and every business


– the new tax structure can’t simply be revenue-neutral for the industry, it must be neutral for each and every owner. We hope that the minister will pledge to address this.” Separately, Gala Coral chief executive Carl Leaver has told the government


that the location of the group’s sportsbook is under “constant review” as pressure grows on the business from offshore operators paying lower tax rates. “Right now there is no competitive advantage to being onshore other


than, perhaps, securing a better relationship with racing,” he said. “And even that is debatable. We want to see all offshore gaming taxed in the same way and at the same level as onshore. If not, then there is no way we could continue to see ourselves disadvantaged in this way.”


THE INDEPENDENT VOICE OF THE AMUSEMENT AND STREET GAMING INDUSTRY MARCH 2012 9


epresentatives of the British amusements trade body BACTA are meeting with Treasury minister Chloe Smith to plead for a


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