Feature Redemption All roads lead to redemption
The big success story globally in FECs of recent years, redemption games continues to be a sector of growth. Jon Bruford asked key industry figures what lies behind the growth – and what the future holds…
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edemption continues to grow. In the UK, this has apparently been fuelled by late adopters,
arcades and similar businesses that have finally given in to redemption’s allure and joined the winning team. Sam Coleman, Sales Executive, JNC Sales, says his team is certainly still seeing growth: “It certainly is [a growth area] for us. Many customers who operated on the arcade side are now moving into redemption as another way of keeping customers on-site. We’ve seen that trend extend into our new pusher machines, and in recent years we have had Justice League and Scooby Doo pushers, with ticket and cash payout, which do really well. It’s a growing market which we are heavily involved in.” It’s been said that one of the strengths of redemption is its simplicity – rarely are instructions required for players.
John Brennan, director of business
development at Jennison Entertainment Technology, explains: “It’s
buying predominantly redemption machines. In the UK it’s growing year- on-year and operators are reinventing themselves, people who had resisted redemption have made the leap and are now operating redemption machines. Operators who have had it for a number of years are expanding or refurbishing their premises to try and up their game. “If you look at redemption in
Justice League
a very simplistic offer, it’s all the fun of the fair and someone can walk out clutching their prize. It’s a simple philosophy in terms of offering entertainment, and the games are more diverse.” Within that, though, is the chance for an operator to carve their own niche and stamp their identity on their offering. Brennan adds: “You have the combination of amusement, tickets then redemption into worthwhile prizes; it gives an operator – though they have to think about it more than other genres of equipment – the chance to create a unique offer in terms of the prize mix, payout rate, and redemption value.”
The UK is a little behind the US in
terms of its offering. Matthew Deith, commercial director for the Harry Levy Group, says the company is still selling redemption in big numbers, and it’s partly down to a reinvention by UK operators.
He tells GAP: “The sector is still very Rescue Firefighter 20
www.globalamusementsandplay.com
good; the recent EAG show was encouraging for us, customers were
Scooby-Doo February 2017
America, we are behind because it’s been there for so many years, so there are a lot of good ideas that we can take from there. Customers that go to IAAPA can see other premises and try and adopt a similar approach to things. “A lot of our entertainment centres are older buildings, but in America they are purpose built or are in leisure complexes. Dave & Buster’s has a food and beverage offer, all redemption; Main Event has bowling and also has redemption and food… Bowling alleys like Hollywood Bowl are getting closer to that kind of experience, but FECs and the old arcades are evolving – that’s why some of them are able to
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