GERMAN STREET GAMING
feeder. The capacity of the coin bulk feeder amounts to 1,000 coins and two separate coin denominations can be sorted and recycled. Two integrated hoppers allow a maximum coin recycling capacity of 14,000 coins. Simple refilling is guaranteed through a separate draw within the machine, allowing personnel to refill the hoppers without having to open the entire machine. Banknote recycling is provided by the Merkur Dispenser 100.
The company slogan of ‘the right solution for every need’ is highlighted by the sheer number of different change machines available. Beginning with the smallest changer solution, the WGS 102, there are several mid-range solutions, such as the WGS 150, WGS 200 and WGS 300 that mainly change banknotes into coins. The top of the range solutions are linked to a computer network via software specially developed by GeWeTe. Thus, operators can have an instant overview of the amount of coins, notes, total cash, etc., within the change machines. As change machines continue to play an ever increasing role in arcades, it is essential that operators understand how well used they are by the players and adjust the capital inside to best suit player needs and reduce the idle capital, i.e. capital not used within the machine that could be used for other investments. A high-speed Internet link allows the operator to monitor all transactions in real time. Furthermore, the staff card system is very intelligent. Operators can decide on a daily basis how much each member of staff may withdraw from the changer to provide change for the players and enough change in the AWPs. This flexibility is essential in the AWP market.
AMUSEMENT MACHINES – STILL HERE The IMA without a doubt represents the German gaming market. The amount of hall space reserved for amusement machines seems to be falling year-on- year. The figures reflect that – the number of amusement machines (with no pay- out) has fallen from 49,700 in 2007 to 38,200 in 2010 (source: ifo Institut). Nevertheless, there were several new innovations on show. The Fun4Four from TAB-Austria is a success story and is exclusively distributed by the Gauselmann Group in Germany. The new game Monopoly was a real highlight as six players can play on this gaming table – in essence making Fun4Four then Fun4Six. New pinballs were on display, for example the new Rolling Stones from Stern on the Gauselmann stand. The pinball market is static in Germany with the stated number of pinball machines in operation having dropped from 2,400 in 2007 to 2,250 in 2010. These low figures predict the future fate of pinball in Germany.
Analysis
FINANCIAL SERVICES The financial services section of the market was well represented with a number of leasing companies exhibiting. The new extended guarantee from Unger Consulting offers operators further peace of mind. Not all AWP components have the same guarantee cover. For a monthly fee, operators can extend the guarantee for these components and also have cover for the complete machine once the manufacturer’s guarantee expires. This model is now available for the German and Austrian markets and Unger Consulting is looking to expand further into the EU with this financial product.
BIG CASH – BIG IDEA Big Cash was once again exhibiting at the IMA. A huge banner announced their presence with underneath. For the formal culture in Germany, this concept breaks the mold. However, the approach fits into their strategy – to be the helping hand, the friend of smaller operators. The larger operators have the capital and know-how to market themselves professionally. In a market still dominated by small, family- owned operators, the challenge is how to keep up with the large competitors on a major marketing scale. This is where Big Cash comes into play. They offer operators advice on many marketing issues. Most operators then choose to call themselves ‘Big Cash’ as they then have a brand name to go by. This includes human resource programmes, such as finding and training adequate employees.
The arcade optimising concepts focus on finding the best locations and include advertising campaigns and special conditions and reduced prices as the company works together with over 60 companies to offer their customers a range of goods (e.g. spare parts, insurance policies) at discounted prices. Furthermore, the text messaging feature is very popular amongst operators. Here players can register and receive information on promotions, which helps to draw in more female players or bring in more players during the afternoons.
(Top) Rosi Meert shows that Löwen Entertainment still offers the
are Bujar Feta and Herr Tralls. (Middle bottom) Anita Río Antes and Regina Freese from Crown Technologies. (Above) Jenny Eichhorn of Big Cash.
G3 I APRIL 2011 I PAGE 69
traditional German AWP. (Middle top) Merkur Infotainment - now a cup of coffee and a sandwich can be ordered directly by the AWP. Pictured here
A REWARDING EXHIBITION The 30th IMA can look back on four successful days with the stated number of visitors at 8,982 (a slight increase on the previous year which, was at 8,838). 2011 will be a challenging year for the market given the political situation. Nevertheless, AWP gaming has changed in a very positive way with the number of world- class arcades continuing to grow alongside increasing numbers of female players, showing that the market is reaching out to all facets of the adult population. The focus on service is excellent and operators really do focus on customers.
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