PW-FEB20-43-Company-Profile.qxp_Feature 03/03/2020 16:11 Page 43


Company Profile www.parkworld-online.com More opportunities than ever


Park World speaks to Tom Kane, director of export sales at Betson about what’s new and what’s next.


Tell us about Betson’s early years in the amusement industry. What were customers looking for then, and how did you meet their needs? Betson initially started off as a jukebox operator for bars and taverns in the mid-1930s. The business expanded to offer pool tables, cigarette machines, and pinballs to its customer base. This same model eventually made its way into the pizza parlorus, and the industry took off after that.


How has the industry and the products and services you provide evolved in the years since? In the 1950s, a sister company of Betson began importing slate and selling pool tables. In the 1960s, Betson began selling vending machines and expanded into distribution. The expansion continued into arcade offerings in the 1980s when the arcade boom took off. In more recent years, as in-home entertainment options have expanded since the turn of the century, Betson has focused on how to get the customer out of the home into more social environments. That model evolved into the family entertainment centre boom that we have come to know today, consisting of redemption games, attractions, and other forms of entertainment.


What are the biggest trends in FEC ‘s and LBE ‘s right now? What do consumers reallywant from the experience? How does this vary from country to country? What ‘s driving these demands? As an industry, can we keep up, or are we already one-step ahead? The diversity of amusement and entertainment activities available in today ‘s market creates a wide range of opportunities. Centers continue to expand, broadening the experiences available outside the home. The redemption and video offerings remain the core staple; however, locations are expanding the attraction types to compete for the consumer attention. VR, laser tag, simulators, mini-golf, trampoline parks, bowling, etc., all have a role in creating a more desired destination point and increasing the length of stay for customers. It is not a


FEBRUARY 2020


question of keeping up as an industry; it ‘s identifying and acting on the demands of the target markets.


Are your products and services restricted to FEC’s and LBE venues? You can find our products everywhere. We have assisted with placing equipment in airports, malls, community centres, car dealerships, HOA properties, and resorts, to name a few. We are witnessing rapid growth into associated amusement facilities, such as bowling centers, skating rinks, and movie theaters. Again, all to attract, expand, or maintain a loyal customer base.


Earlier this year you mentioned exploring VR a bit more - are you able to tell us any more at this stage? VR continues to develop and


evolve for the amusement industry. We are associated with the lines we consider to be the most market ready. VR has become a "must-have" for locations. If you don ‘t have


VR and the location down the street does, chances are people will go to the


location with VR. There is so much VR out there, and people are in the learning phase about what VR is. For some, they are familiar with it at home and know what to expect at a public venue, but for the majority, this is a new experience that people are approaching cautiously. We need to make sure that people are comfortable with approaching the VR experience and then are easily able to do it without much difficulty. VR


is here, so we need to make ourselves


knowledgeable about it and make sure we are aligning ourselves with the right partners to offer a fantastic experience for the end-user.


What would you say have been your biggest challenges? We rely on manufacturers to continue to develop new products. Whether it is a technological advancement, new title, license agreement, or game- changing activity, there is tremendous importance on their latest developments.


And your biggest achievements? We have established ourselves as a full scope arcade support company. Betson is a single source for all phases of operation development including layout and design, equipment recommendations, consolidation and shipping, installation and technical training, parts, supplies, service, Betson Wellness, and full after-sale support all part of the offerings.


What ‘s new from Betson in 2020? Continuing to improve and provide our customers with excellent consultation and leading them in the right direction with "Best of Breed" product and making sure they are aware of the latest in VR and other attractions to round out their facilities. As well all know, you must offer your customers a good variety as well as the latest and most significant experience to keep them returning.


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