GERMAN STREET GAMING Analysis


A great new feature on the Amatic Industries’ games is the risk ladder. This traditional feature is now available of the latest multi game AWPs from Amatic Industries.


Bally Wulff was the first company to offer Novomatic games in the 4.1 version. The Magic Palace II from AGI with 40 games is available via Bally Wulff.


AGI IN GERMANY The German operations of AGI play a major role. The two major AWP manufacturers, Löwen Entertainment and Crown Technologies are joined by various arcade operations, such as Extra Games. The German market makes up over 20 per cent of AGI’s turnover with published figures stating that the German market represented €530 million of the total of over €2.5 billion turnover.


AGI continues to play a major role in the German AWP market, having played a pivotal role in transforming the market to video-based multi game. Furthermore, the current business model of leasing AWPs to operators for between two and three years for a fixed monthly rate was pioneered by AGI. Operators still often have to pay a flat fee to receive the AWP in the first place – this fee can be understood as a service charge and at the end of the lease contract the AWP remains 100 per cent in the hands of the manufacturer.


LÖWEN ENTERTAINMENT – GAMINATOR II AS FAR AS THE EYE CAN SEE The strategy of Löwen Entertainment was clear to see by looking at their vast stand. The focus is completely on the new Gaminator II. This AWP really stands out and cries for attention with its size – two 26ins. monitors in an upright cabinet is very new. It has a tardis effect (for the Dr. Who fans amongst you) as the AWP appears much bigger than its predecessor, but is actually the same size. What strikes you about the NOVO Gaminator II is the noticeably larger control panel with its ergonomic hand rest. Other new features include integrated modules for introducing banknotes and paying out coins. Buttons developed by Löwen are new to this AWP. The Flip Screen button allows the screen picture of the two monitors to be swapped at any time. The 28 games include the most popular game in the German AWP market – Book of Ra. Naturally Sizzling Hot is also a winning game and a new game was released. Roaring Forties is expected to roar to the top of the player charts.


The NOVO Gaminator II was actually launched to the market in November and created quite a stir. The NOVO Gaminator II dominated the stand – it is clear that


(Top) Amatic Industries - Reinhold and Tatjana Bauer. (Middle) Heino


Schlichting from Money Controls clearly enjoying his last IMA. (Above) Löwen Entertainment with back-lit panels to spice up arcades.


G3 I APRIL 2011 I PAGE 55


IMPERA – AVAILABLE VIA CROWN TECHNOLOGIES More major news at the IMA concerned


this is the solution from Löwen Entertainment for the German AWP market. Rows and rows of the NOVO Gaminator II could be seen.


Nevertheless, the traditional reel-based, wall-mounted AWPs were still on display and Löwen Entertainment had new games on their stand. The cost of leasing such AWPs is smaller than the NOVO Gaminator II, making it a viable and potentially good business. Naturally such AWPs are destined for the food and drinks sector, including: pubs, kiosks and restaurants.


CROWN TECHNOLOGIES – THE CASINO EFFECT Following on from the historical effect Löwen Entertainment made on changing the German AWP market, sister company Crown also warrants a place in the annals of German AWP history. The popularity of slant top cabinets in a state-of-the-art design is the domain of Crown. Crown places much emphasis on how the company is seen in the market place. It has carved out a position in the high-end, higher-priced section of the market.


The ‘casino feeling’ is its focus. Ever since 2007 the company has pushed the slant top as the solution for German arcades and has placed over 25,000 in the market place. The Royal Admiral Crown Slant was the highlight. This brand new slant top has two 26ins. integrated monitors (its predecessor, the Admiral Crown Slant has 22ins. monitors). Therefore, when comparing the latest and older slants from Crown, a big difference is noticeable straight away. Crown advertises the Royal Admiral Crown Slant as being the king of the AWP industry. This is followed up by an extremely professional marketing department that consistently places the focus on Crown being the Rolls Royce of the industry. Naturally such an AWP has its price and no doubt Crown is operating in the high margin section of the industry. The popularity of Crown AWPs demonstrate that the market is willing to pay this higher price as the number of Crown AWPs in the market place prove, alongside the higher one-off cost to enter into the lease contract per machine.


Crown also manufactures and sells upright cabinets, the Admiral Crown Lounge being the best known amongst this version. This upright AWP is also positioned in the top section of the market so as not to be seen as a direct competitor to Löwen Entertainment. This is a very clever strategy that we know works in Germany – one only needs to look at the German automobile industry to find a good comparison.


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