Company Profile
Machine powered
Bandai Namco’s range of arcade machines, pushers, prize games and photo booths, as well as its distribution of payment and logistics systems make it a vital partner for amusement centres. Ronnie Dungan spoke to General Manager, Steve Short, to find out how the company and the market continue to score big with attractions operators in a variety of markets…
W
Steve Short, General Manager at Bandai Namco
James Anderson, Sales and Commercial Director at Bandai Namco
hen it comes to family entertainment centres, be it a bowling alley, trampoline park or whatever, alongside the main attraction it’s
hard for kids to resist the allure of a noisy, brightly lit, room offering driving, shooting, flying, sports and other games. And for dads, it’s virtually impossible. For many FECs, a good, up to date, arcade offering is a
vital revenue earner and can often extend a customer’s stay beyond their main entertainment experience. A quick 15 minutes spent in the games arcade on the way out can really up the average spend per family. And of course, it can also become a major attraction in its own right. But, as much as there is strong appeal for classic arcade games, it is the latest machines that bring the wow factor and the money. When just about every child in the developed world has a games console of some description, pay to play games have to offer an experience they cannot get at home. Bandai Namco is one of the global market leaders in the
sector, bringing not just games development and distribution but also offering solutions for arcade operators including payment and cash handling. The firm’s general manager, Steve Short, says the market is in a good place right now, offering a number of different experiences outside of the traditional games including prize machines, photo booth technology and more. “The arcade market is very healthy at the moment,” says
Short. “In the UK where we have direct sales of machines and prizes, the feedback we are getting is that the income has been good this year, even with the weather. “In Europe, there are a number of markets that are
performing well. It really comes down to the range of products and ensuring they are tailored for the markets. We have some great titles this year including The World’s Largest Pac-Man, the DC Comics Pusher and Air Hockey. Then we have Cruis’n Blast from Raw Thrills, which is proving to be the best driving game in the UK right now. The Walking Dead is coming through and looking extremely strong. Space Invaders Frenzy with its massive screen and Crazy Tower with its 3D effect offer arcades something completely different. Finally, we have the new Paw Patrol licensed redemption piece and Apple Studios Photo Studio Deluxe, which is a showstopper.” Short’s division covers Europe and the Middle East, which is a booming market for all sorts of entertainment attractions at the moment, including arcade games. “Within this region, there are a number of markets that continue to grow and a number that have some issues. For example, the Middle East is still very strong and as we work
62
with the best possible partners such as Warehouse of Games and Amusement Services International, we get the best representation in the market. There are a few regions that are struggling, including Russia, this is mainly due to political issues. “Growth in the strong markets comes from good products and good representation, in order to give operators and investors the faith to invest in the titles.” Location is also key and with outlets of all kinds now looking to offer a more holistic experience for families, opportunities are opening up in places not traditionally associated with gaming. “We are constantly reviewing the overall market and looking for places to locate machines,” says Short, “but they have to be the right machines in the right locations. We work closely with our suppliers to give us the relevant market information and ensure the product is right for our market.” In the UK, the firm has a division called Bandai Namco Amusement Europe Services, headed by Chris Bell. It offers flexible supply of machines and service in the UK, working with some of the premier brands in the market including Hollywood Bowl and Tenpin. Of late, Bell and his team have been expanding into new
markets by working with the customers to select an offering that best suits their customers. “We then share knowledge and information with our customers in Europe in order to help refine the game selection and income of the game,” explains Short. The emergence of dedicated family entertainment centres
AUGUST 2017
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72
