Feature Redemption
operate all year round now instead of closing for periods through the winter. People are coming back to collect tickets, playing in the winter.” So redemption is not only providing added revenue for operators in widely-recognised ways, it’s also adding to the coffers by giving them year- round income. Everybody wins with redemption, it seems.
Licensing
The win can be sweetened with the addition of a good licensed game or two, but it’s not essential; in redemption, gameplay is usually the winner, but a license can give a venue walk-up business they might not otherwise enjoy. Kevin Weir, business development director at Electrocoin Sales told us about its SpongeBob pusher, which, he says has done very well for the firm. “It’s a good licensed product – a good product with the benefit of a good license on top, which always helps. Licensing is the cherry on the cake with redemption; you can have a
good game without it and it will do very well, but the licensed game has that walk-up factor. Maybe not so important for operations where there are a lot of repeat customers, but for venues where there is infrequent or transient trade, I think there is a real benefit.” Bay Tek Games’ director of
Busy Bees
marketing and Innovation, Holly Hampton, says Bay Tek has been cautious where licenses are concerned and they will only do it if it works for the game. She says: “We’ve often been cautious about just licensing a game, we have done it though. We look at it from the perspective that the license has to make sense with the gameplay, and if it doesn’t, it probably doesn’t make sense to license that. I believe that if the license has a direct relation to the gameplay it makes for a better combination.” Harry Levy’s Matthew Deith says the group mixes its licensed product with generic, to “give the market some variety rather than swamping
SpongeBob Squarepants
everyone with licenses. This year we have gone for a generic pusher, Busy Bees, which has been very popular. There is a space for licensed product though, of course. We did very well with our Minions whacker, for example, and we are testing a Scooby Doo whacker right now.” “Licensed products have revitalised redemption games and created a vibrant atmosphere within amusement centres. This is because families visit these locations and are excited to see the licensed redemption games such as Spongebob Pineapple Arcade, DC Comics 4 Player ticket Pusher, Crossy Road etc. The licensed games are easily recognised by all and this is making the arcades more entertaining and exciting for the players. The term ‘Fun Retailing’ has never been so relevant, playing exciting games, winning quality prizes, mixed in with a lot of fun for all the family,” says John Crompton UK & Ireland sales manager for Bandai Namco.
The point of a license within a venue is not just about getting someone to play the game – when it comes to actual redemption of tickets, a license can play a huge part in perceived value, which is key to repeat business. People want to leave feeling they have won a good prize and been entertained, that it’s been a fair transaction – as Ruth Leonard, Head of Brands & Licensing for PMS International, explains: “It’s nice to be able to win and take home a cuddly bear, but if you can win and take home a cuddly Batman that’s extra kudos for you.” What have PMS noticed in what they are supplying to customers? Have
February 2017
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