Coinslot 2378 digital

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July 25 – July 31, 2014 • No. 2378 • www.coinslot.co.uk

COMMENT

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Industry news 4Seaside amusements 9Category B3 machines 10Latest Machine Charts 23B2B Listings 24Classified ads and opps 26Comment & Analysis 30Newsweek 32

COINSLOT

...We have alsoseen rising publicconcern over theimpact of higherstake gamingmachines (FOBTs)in bookmakers onthe high street...

BACTA CEO looks ahead to exc

The landscape of internationalgaming is certainly changing

with Europe adding another nameto the group of powerhouses - andall organised from a UK base. Ital-ian lottery, slots and gaming sys-tems group GTech has enteredinto a definitive merger agree-ment with International GameTechnology (IGT), the Las Vegas-based casino products giant.

GTech will pay $4.7bn(£2.7bn) in cash and shares forIGT and will also assume $1.7bn(£1bn) of the US group’s net debt.The $6.4bn (£3.7bn) total is aboveGTech’s own market capitalisa-tion of $4.4bn ($2.6bn), and marksthe largest foreign acquisition byan Italian company this year.

Under the terms of the transac-tion, IGT and GTech will combineunder a newly formed holdingcompany organised in the UK,

where corporation taxes are typi-cally lower than both the US andItaly. The new firm will be listedon the New York Stock Exchange.

IGT is one of the world’s lead-ing casino products group. With ahistory stretching back to the1950s, the group produces slotmachines for gaming venuesaround the world and owns well-known licenses such as Wheel ofFortune and Avatar.

Over recent years, the com-pany has increased its focus oncasino systems and sophisticatedlinked jackpots, while also ven-turing into the online and socialgaming sectors.

Formerly known as Lottomat-ica Group, GTech has national lot-tery concessions in Italy andseveral state lottery concessionin the US. It also sells gamingscratchcards, as well as providing

John White took up his postthis week as CEO of BACTA

returning to the amusementsindustry after a 15-year spelldriving the interests of varioustrade associations in the bakingand timber sectors.

White, 51, has wasted littletime settling into his postalready holding meetings withthe IOA and other operatorsprior to his official appointment.

The new BACTA chief has sethimself a busy schedule in theopening weeks of his tenurewith the focus on meetings withboth members and stakehold-ers scheduled as well as finalis-ing plans on his political andmembership agenda in themedium term.

White commented: “Theseare exciting but challengingtimes for the sector and forBACTA. I am relishing the oppor-tunity to employ the skills andexperience I have gained run-ning trade associations todeliver a long-term, sustainableand profitable future for thesector. At this stage, it is impor-tant for me to reacquaint myselfwith some of the great peopleand businesses I remember andsome of the new entrants to themarket. We can then collec-tively start to develop a strategythat is right for the sector.”

Whilst White will understand-ably be focusing on a meet andgreet process in the earlier days,it is thought that top of his

GTech to acquire IGCASINOS

Italian lottery and gaming group GTech is to acquireUS slots giant IGT for $6.4bn. James Walker reports.

TRADE ASSOCIATIONS

Incoming BACTA CEO John White’s appointment tothe helm of the amusement and gaming tradeassociation comes at both an exciting and challengingtime for the industry.

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INDUSTRY

B3 keeps the wheelsof invention turning

ESSENTIAL GUIDE

Industry gets readyto clear its voice

July 25 - July 31, 2014 • No. 2378 • www.coinslot.co.uk30

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d to exciting and challenging times

agenda will be a repositioning ofBACTA’s ‘political’ standing -both in parliamentary and tradecircles. There is little doubt thatWhite’s arrival is aimed at sig-nalling a younger, more dynamicapproach to the association’smessage, with White regarded,particularly in his earlier term asdeputy CEO, as a reformist.

However, his strong alignmentto membership interests - acommon thread prominent in hisall trade association roles - indi-cates that White will place aheavy prominence on bolsteringthe BACTA ranks to reinforcethe industry’s voice.

As White indicated in generaldiscussions ahead of his formalhand-over: “No organisationcan be regarded as credibleunless it genuinely representsits industry. That means theorganisation must know itsmembers and know its con-cerns. It must know where it isgoing and it must know whattechniques to use to get there. Itcan only do this with a support-ive industry in membership,trusting the decisions that gettaken. It is my personal respon-sibility to build that trust andcredibility by demonstratingwhat the BACTA team can do.”

These are indeed interestingtimes for the coin-op sector.

lottery services to third partiesin other nations.

IGT will fit within GTech’scasino products division, Spielo,which has been producing qual-ity slots under licence fromPopcap, the social gaming arm ofElectronic Arts. Its latest slotmachine innovation, Sphinx 3D,utilises a 3D display with inte-

grated eye-tracking technology.Analysts at Reuters news

agency said that, with the pur-chase of IGT, GTech wouldderive more than half of its$4.1bn (£2.4bn) annual rev-enues from foreign operations.It currently makes 60 per centof sales in the struggling Italianmarket.

Over recent months, theworld - and particularly the US -casino industry has experi-enced a great deal of post-reces-sion movement. Majormanufacturers and suppliers

are jostling for position in newmarkets and tapping new sectorsthrough inorganic growth.

Within the space of twomonths last year, the industry sawtwo similarly high-profile trans-actions: Bally Technologies pur-chased SHFL Entertainment for$1.3bn (£760m) and ScientificGames Group completed its$1.5bn (£875m) acquisition ofWMS Gaming.

IGT PRODUCES LEADING-BRANDSLOTS SUCH AS WHEEL OF FORTUNE

10

ire IGT for $6.4bn

BINGO

Maximising returns topsbingo industry agenda

After receiving a much-needed tax reduction in March, the UK’s bingo industry isplacing increased focus on regulatory compliance. Following its AGM earlier this month,James Walker spoke with Miles Baron, chief executive of the Bingo Association,about the development and launch of its fully revised Operator’s Manual.

he UK Bingo Associationheld its annual generalmeeting earlier this

month, and - following Chancel-lor George Osborne’s announce-ment in March that Bingo Dutywould be cut from 20 per cent to10 per cent - the sector is nowfocused squarely on compliance,regulation and maximising onthe tax cut.

“Firstly, we would like to say abig ‘thank you’ to all of our mem-bers for their overwhelming andsolid support for our Boost Bingocampaign, which helped usachieve the Budget result,” MilesBaron, chief executive of theBingo Association, told Coinslot.“It’s demonstration of how, whenthe industry works togethertowards a common goal, we canachieve a great deal.”

“However, the work reallystarts now,” Baron added. “Wehave the reduction, but we haveto put it to work. HMRC will bewatching with genuine interestto see how the industry, over time,uses this opportunity. I will bemeeting regularly with the treas-ury to keep them updated on howthings are going.”

Baron was quick to note that2013 was “not a good year for theretail bingo industry”, butexpressed hope that the UK’sincreasingly more stable eco-nomic position, along with thetax reduction, would serve to bol-ster the sector.

In addition to monitoring theimpact of the tax change, theBingo Association is now placingits focus on regulation. “Regula-tion is raining down on us in theshape of the Licensing Condi-tions and Codes of Practice(LCCP),” Baron stated. “However,I am delighted to say that the

bingo industry will be launchingits industry Code of Conduct,which will form a key part of itsfully revised Operator’s Manual.”

Baron said the Operator’sManual has been split into threesections and, once fully complete,will be a comprehensive guide thatcontains everything operatorsneed to know when it comes torunning a licensed bingo premises.

The A-Z guide, according to

Baron, will include an extensivesection on all coin-operatedgaming categories and ancillaryentertainment. “The Operator’sManual is now live on the BingoAssociation website, and theCode of Conduct - which will bean industry first - will be launchedin October 2014, once the LCCPhas made its amendments. A hard-copy will be distributed to allmembers later this year.”

T MILES BARON:‘WE HAVE THE

REDUCTION, BUTWE HAVE TO PUT

IT TO WORK’

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alarius, the UK’s largest operator of adultgaming centres, has signed a deal withPlaynation to roll out its industry lead-

ing HD gaming cabinet, Storm, across a numberof its venues.

The deal will serve to grow Talarius’ server-based estate and connect new machines toincrease its ticket-in-ticket-out offering, as wellas providing a varied array of new content.

The rollout follows a successful trial of thisnew server-based technology, which demon-strated the benefits it can offer in terms of cus-tomer service and operational efficiency. Withunlimited games available on each machine, itsupplies an open platform that can deliver bothold favourites and new content. This will enablevenues to provide customers with greaterchoice compared to the maximum of ninegames currently offered. Other benefits includethe option of regular monthly content releases

and promotional mechanics.The deal, worth over £1m, forms part of Talar-

ius’ wider growth strategy to increase its marketshare by ensuring Quicksilver, Silvers and Win-ners venues across the country are welcomingmore customers through their doors.

Andy Whitworth, Talarius’ head of gamingstrategy, commented: “Our initial trial of thisnew technology proved it to be fantastic from aperformance point of view, with a huge numberof great benefits. We expect this deal, which istransformational to our business, to be the firstof many.”

Ryan Collinge, sales director of Playnation,added: “We are really excited about our partner-ship with Talarius and the prospect of rollingout Storm, one of our most advanced gamingterminals, to so many of its top venues. Our aimis to inevitably increase Storms market share, aswell as revenue for the sites, and it’s another big

step for Playnation and our focus on providinga strong retail offering for all of our customers.”

Peter Harvey, chief executive of Talarius,stated: “This deal will play a key role in the con-tinued growth of Talarius and help us to buildon a sustained period of excellent progress forthe company. Ensuring the customers enjoyour facilities by providing them with the great-est choice of machines and games possible isour number one priority, and Playnation areaiding this with their excellent work ethic andtechnology.”

AMUSEMENT RESORTS

Earlier this month,developer London

Resort Company Hold-ings (LRCH) held a seriesof public consultationevents relating to the pro-posed London ParamountEntertainment Resort inNorth Kent.

According to reports,the events - the first stageof a year-long consulta-tion - were attended byover 2,000 people.

LRCH announced plansto develop the Paramountresort in October 2012,after it received a licencefrom Paramount PicturesCorporation, the USmedia conglomeratewhich has interests intheme parks and visitorattractions.

The Paramount Pic-tures name will front theproposed £2bn resortdevelopment, whichwould be sited on theSwanscombe Peninsula.The park will be twice asbig as the Olympic Park inEast London, featuringEurope’s largest indoorwaterpark, theatres, livemusic venues, attrac-tions, cinemas, restau-rants, event space andhotels.The major project is set totransform the regionbetween Gravesend andDartford into an interna-tional tourist destinationto rival that of DisneylandParis.

The complex would seethe creation of 17,000jobs, with another 10,000among suppliers andservice organisations.

ParamountParkconsultationbegins

Talarius expandsmachine estatewith £1mPlaynation dealSERVER-BASED GAMING

Playnation is to supply its state-of-the-art Storm terminals to Talariusvenues across the UK.

Digital jukebox pioneerNSM Music has

announced the commer-cial launch of the Iconbackground music (BGM)system at an entry price of£4.99 a week to the coin-op trade.

Since the BGM systemwas shown at the ICEShow this year, the NSMdevelopment team hasmade the Icon even moreuser-friendly.

The Icon comes with1,750 tracks and Touch &Slide selection technology.Customers can choosefrom over 120,000 tracksonline using an Android 8or 10 inch tablet. Availablegenres range from countryto Christmas, bhangra to

hip-hop and NSM’s biggestever selection of Asian andethnic music.

“The choice of the IconBGM is a no-brainer foranyone considering usinga legal source of back-ground music,” said NSM’sAlex Kirby. “With the helpof the licensing authori-ties and the increasednumber of prosecutionsfor playing unlicensedmusic in public more andmore people will be turn-ing to well establishedsuppliers of music. Sincethe ICE Show we havebeen overwhelmed by theresponse and haveworked hard to make thesystem very simple to use.

“The Icon BGM ticks all

the boxes: ease of use,wide choice of musictypes, programming facil-ity and an affordableprice,” Kirby added. “Oper-

ators and distributors willbe able to target marketsoutside their normal remitof the hospitality businessand seek customers from

venues like gymnasiums,retail outlets and restau-rants. Legal music at anaffordable price is whatour customers want.”

NSM launches new background music system

MUSIC

RYAN COLLINGE (LEFT), SALES DIRECTOR ATPLAYNATION, AND ANDY WHITWORTH, HEAD OFGAMING STRATEGY FOR TALARIUS

T

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INDUSTRY AMUSEMENTS LEISURE B2B COMMENT NEWSWEEK

MACHINES The essential guide to CategoryB3 machines - the heartbeat of arcade gamingin the UK. 10

MULTI-MEDIA

Astra Games has gone live thisweek with a brand new version of

its corporate website (www.astra-games.com).

The portal has been subject to acomplete redesign resulting in acleaner, brighter look and feel thatis now firmly aligned with the brandvalues of parent company Novomatic.

Visitors to the site will benefit fromthe simpler, more streamlinedapproach to finding information onnew and current products across allcategories. Also improved are sec-tions covering corporate background(About us), press and PR (News &Publicity) alongside the more per-functory features such as Sales, Cus-tomer Service and Contacts.

In all, Astra has sought to offer amore direct route to informationregarding new game developments

as well as easy access to the com-pany’s official press statements.Links to sister companies within theAstra Gaming Group also featureprominently.

Astra Games’ sales and marketingdirector, Alan Rogers, commented:“We are delighted to be able to go livethis week with a website that repre-sents more accurately the values andaspirations of Astra Games and theAstra Gaming Group. As it clearlystates on the opening page, Astrahas always prided itself on progressthrough innovation; and this pioneer-ing new site boldly reinforces thatmessage.”

Astra Games launchesnew website

LICENSING

Celebrations all round for WhitehouseLeisure after the Basildon-based

plush toy specialist scooped the topprize at an industry awards ceremonyin Las Vegas.

Whitehouse, one of the UK’s leadingamusement and leisure industry manu-facturer and suppliers, won the awardfor ‘most creative licensee’ by UniversalPartnerships and Licensing at the group’sAnnual Universal Consumer ProductsAwards. The company’s wide range ofDespicable Me 2 products were at thecentre of the award.

The Universal awards recognise thework of its global licensing partners andthose that work alongside the produc-tion company to deliver an array of prod-uct to the amusement, leisure and retailmarkets worldwide.

Phil Setter (pictured), managingdirector of Whitehouse Leisure, said:“Universal works with a whole host ofrevered companies around the worldand we are therefore delighted to berecognised for our creative efforts indeveloping our wide range of success-ful Despicable Me products to theamusement and leisure industry.

“As expected Universal demandextremely high standards and our thanksgo out to all those involved, in particularour development team from our Chinaoffice whose dedication allowed us toachieve the required approvals on time.Despicable Me 2 and Minions required alot of hard work from every part of ourcompany from the early developmentstages, to our factories, warehouse anddistribution operations. We’re incrediblyproud to have delivered what must bethe biggest license opportunity for theamusement industry of the past 20 years.

Setter added: “Our programme ofproduct development is a continuouscycle and we have a vast amount of excit-ing and innovative new licensed plushand redemption products in thepipeline for 2015.”

WhitehouseLeisure winslicensing award

EXHIBITIONS

rganisers of the Autumn Coin-Op Show have revealed thatvisitor pre-registration num-

bers are high,with the showfloor likelyto reach full capacity shortly. The show,says organiser Swan Events, hasreceived a strong commitment fromexhibitors with only a handful ofstands now still available.

Concept Games, 24 Seven Gamingand InterClub Lotteries are the latestcompanies to join the ranks ofexhibitors keen to be part of this

unique UK-focused event.The show, which is scheduled for

October 15-16 at Chelsea FootballClub, was conceived after numerouscalls from within the industry for aninformal networking event at whichexhibitors could invite valuable prod-uct feedback prior to the large tradeshows in the New Year.

“In recent years we’ve receivednumerous requests from UK compa-nies for an event at which they can gainfeedback on new products prior totheir launch during the January showseason,” said organiser Karen Cooke.

O

Autumn Coin-OpShow close tocapacity

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hy do you believe UKgaming needs anothertrade body?

I think it’s very important to under-line the fact that we are not a tradebody in the sense that most peoplewould understand the term. We are astrategic body which, courtesy of ourbroad membership, can speak withauthority on the gambling sector asa whole. With gaming suffering fromsuch a negative narrative it is key tobe able to represent the sector enmasse and to have a powerful strate-gic voice. Increasingly, the argumentsagainst gaming have becomeentrenched and polarised. There arepowerful groups who are quite adeptat getting their voice heard throughthe media and who have a prejudiceagainst gambling per se, and they arejust as aware of the relevance of thephrase ‘divide and conquer’ as we are.Currently, their focus is on LBOs butthat doesn’t mean that the next salvowon’t be against On-line or B3s, andafter that Cat C £100? - and on theargument goes. Our position is topursue empirically based policy andan open and progressive relationshipbetween the gambling industry andour regulators.

Is there any significance in thefact that you announced the for-mation of the GBG in the samemonth that BACTA’s new chiefexecutive took up his post?I am one of the many that rememberJohn as being knowledgeable,approachable and pragmatic fromhis first term at BACTA and I was dis-appointed to see him go at the time.I think John White is an excellentappointment for BACTA and I amsure that its members and its stake-holders will see the benefits veryquickly, including ourselves at theGambling Business Group. How-ever, we have been working up tothe launch of the Gambling BusinessGroup for a number of months nowand any similarities in dates arepurely coincidental.

Do the various trade associationsregard you as a threat or an ally?

The Gambling Business Group isvery conscious of the good work thatthe trade associations do in their ownsectors of the gambling industry,indeed many of our members choseto also be members of those tradeassociations. We have no desire tooverlap or duplicate the work thatthey do as that would clearly be coun-terproductive. We only look to com-pliment and add value, particularlyat a strategic level. If anyone doesregard us as a threat there isabsolutely no need for them to do so.

What do you regard as being thesingle biggest threat facing UKgaming?I would say that the single biggestthreat facing us today is from thepotential for our own government toimpose irrational changes to our reg-ulatory environment based uponemotional opinions formed inand/or by the media. Due to the neg-ative narrative I highlighted earlier itis extremely difficult for any govern-ment to be seen to be positive to theindustry as it is currently perceived.Negative perceptions are the breed-ing ground for negative legislationand the industry’s collective job hasto be to address why we have so fewallies despite our track record onemployment, the contributions wemake to local, regional and thenational economy, our track recordon social responsibility, our supportfor good causes, how in bingo weare dealing with issues such associal exclusion of the elderly andso on. This is about winning overhearts and minds whilst recognis-ing that is simply not going tohappen with some single issue pres-sure groups. The American GamingAssociation faces a similar chal-lenge and under its new Presidentand CEO, Geoff Freeman, is taking amore progressive role by setting thenews agenda. Obviously, the econ-omy remains a challenge and weneed the benefits of the recoveryto be felt more widely.

Can GBG succeed where BISLfailed?

It has to be recognised that BiSL hadbeen in successful existence for 25years before the decision was takento bring it to a close, which I don’tthink can be regarded in any way as afailure. It took the lead on a numberof important issues and wasrespected for its ‘common sense’approach in the work it carried out.The Gambling Business Group is adirect result of the thought andinsight contained within BISL. How-ever, to be effective organisationshave to adapt to their changing envi-ronment and we move on strongerand better equipped to rise to thenew challenges that lie ahead.

You are reported as having 50members already what do you seeas being an optimum number?It is important to us that the mem-bership portfolio of the GamblingBusiness Group continues to bemade up of a healthy blend of largeand small businesses from all sectorsof the gambling industry. We will bemore than happy to see the numbersincrease and welcome organisationswho may wish to add their weightand support to the work we do andto the directions we take. Our mem-bership is key to both our strengthand our credentials and this can onlybe improved upon by increasing thenumbers. We have already received anumber of new enquiries andrequests to join since we announcedthe Gambling Business Group earlierthis month.

GBG is a broad church but withsuch a diversity of interests areyou able to sing from the samehymn sheet?I think that is an obvious point butit’s not one that concerns me overlyand one which doesn’t have muchtraction. Our premise is that the gam-bling industry needs a single strate-gic voice, that without one we willcontinue to be marginalised and thatthere is far more that unites the busi-ness than divides it. We also havesome authority. Our 50 membersemploy in excess of 100,000 peoplein the UK, the combined machine

estate is over 150,000 sited machinesaccounting for the overwhelmingmajority share of new machines soldin the UK last year. Yes, we are a broadchurch but our combined voiceallows us to speak with authorityabout the business and to championgaming in an evangelical manner. Myjob is to ensure that gaming’s voiceis heard and so far I have to reportthat the response has been excellent.We have had some very positivemeetings with both the GamblingCommission and with the DCMSbased on a commitment to have amore open and progressive dialogue.

Will you have a presence at thetwo UK winter shows and if sohow will you use them?As we all know, the trade shows are avery busy time for suppliers and cus-tomers not only to ‘do important busi-ness’ but also to engage in theincreasingly important networkingthat can identify development oppor-tunities. That the shows are held inLondon should not be wasted and wewill use the events to further engagewith MP’s and government depart-ments and ‘showcase’ the gamblingindustries development and growthpotential in a positive light. As anindustry we have many positives toshout about and to promote, and theshows are an excellent ready-made‘shop window’ for us to use.

How do you see the GBG in 12months time?The Gambling Business Group wasset up purposely in a way that allowsit to respond and adapt quickly tothe ever changing forces on theindustry. We have a difficult 12months ahead of us not least of allwith the B2 research being pub-lished and a general election loom-ing. I am expecting the landscapeto look very different in 12 months’time and therefore, the GamblingBusiness Group’s activities will beadapted accordingly. But whateverthe scenario, we will be out theredoing everything we can in theinterests of the longevity of ourmembers businesses.

New gambling group aims to go to placeswhere no trade body has gone before

The GamblingBusiness Grouphas set its stall out: tounify the interests of abroad based industryand drive it forwardwith better legislation,better regulation andbetter businessprospects. Will it be agood fit for a diverseand often dividedindustry? New chiefPeter Hannibalcertainly thinks so,and in an exclusiveinterview withCoinslot, he talkscandidly about theprospects for thebody and the industryas a whole. The GBGhas high aspirations -and given thelanguage anddirection intimated - itcould bring highreturns.

TRADE BODIES

W

The number of gamingoperators in the UK

looks to be rising, as fig-ures from the GamblingCommission’s annualreview show that a large

body of new licenceswere processed duringthe 2013/14 financial year.

Over 200 operatorlicences were processedduring a twelve monthperiod, with an additional1,800 personal licence

applications passingthrough the Commis-sion’s hands. Over 600variations to existinglicences were also sub-mitted.

Over 90 percent of theUK’s remote operators

have also signed up to usethe Commission’s newservice, which allowsoperators to make appli-cations, pay invoices,print licences and makean LCCP notification.

The 2013/14 report

also revealed that theCommission completedthe revocation of 800personal licences duringthe year, as part of itscommitment to licensethose only who are fit tooperate.

Over 2000gamblinglicencesprocessed in2013/14

LICENCES

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he latest report by realale supporters CAMRAhas called for councils

to help slow the closures byrecognising the important rolethat pubs play in local commu-nities and aims to empowerthem to block conversions fromwould-be developers.

Currently 28 pubs are closingper week across the UK. Land-lords are facing increasing costs,high rents and competition fromother types of leisure venue andsupermarkets selling cheap alco-hol. At the same time land valueis rising, which means develop-ers are willing to pay high prices

for premises.“Pubs play a vital role in many

communities, but across the coun-try this precious resource is beinglost at an alarming rate,” LGiU chiefexecutive Jonathan Carr-Westtold pub trade press. “Councilsplay a crucial part in protectingpubs and we hope that localauthorities will draw inspirationfrom the examples featured in thisreport and act now to prevent ourpubs from disappearing forever.”

Many local councils haveannounced their support forcommunity pubs. In a recentsurvey, 45 out of 49 councilsagreed that pubs were valued

community assets that deservedto be protected. However, 33 ofthe councils thought that currentplanning regulations fails to offerpubs protection from beingdemolished or facing a change ofuse after being sold.

The report highlights thatcouncils can show how pubs arevalued in communities by adopt-ing pub protection policies intheir local plans and listing thevenues as Assets of CommunityValue. It also suggests councilsuse Article 4 Directions whichwould make planning permis-sion a requirement for thechange in use of a pub.

CAMRA’s report also targetscentral government as Stainerconcluded: “Weak planning lawsare a major contributing factor topubs closing and central govern-ment need to give councilsgreater powers so they can domore to protect pubs from devel-opers. At the moment ministersare letting down communities byallowing pubs to be demolishedor converted to a whole range ofretail uses without any planningpermission being required.”

CAMRA calls forcouncils to protect pubsSINGLE SITE

A new report from CAMRA highlights that councils can show how pubsare valued in communities by adopting pub protection policies.

TABLE GAMES

Carl Forrest, a Leeds-based technicianfor Bob Rudd Gaming and Amusement

Machines, took part in the World EightballPool Federation’s World Masters, whichwas held at the Imperial Hotel in Black-pool on June 28.

Forrest, who is a committed eightballpool player, sought sponsorship from thecompany, which happily obliged to givehim the finance needed to enter into thisworld-class event.

Speaking about the day, Forrest said hewas up against a very strong competitivefield. He said the atmosphere was electricand it was unlike anything he had playedin before.

The technician tends to many of the BobRudd Premium Pool tables, and noted thatthe tables on the day of the World Masterswere of a similar exceptional quality.

Forrest was first match on and unfortu-nately lost 7-6 to a Scottish Internationalplayer, but overall he said it was a fantas-tic weekend and hopes to enter againnext year.

Bob Rudd technician calls the shots

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‘‘In a league of its own’’

Embed, a leading providerof debit card and point ofsale systems for the amuse-ment and family entertain-ment industry, has extendedits service at Lady’s Mile Hol-iday Park in Dawlish, Devon,with the installation of theEmbed Cashless Systeminto the laundry facility aswell as the new Thomas PayStation full service kiosk

that can dispense change.Guests can purchase and

reload play cards at anynumber of point of sale sta-tions and self service kiosksthroughout the park now.

With the recent installa-tion of the Embed swipersto the laundry facility guestscan now load cash onto theFun Card when they checkin and use this all through

their holiday to pay for any-thing from a coffee at thebreakfast bar to their wash-ing in the laundry facility.

DEBIT CARD SYSTEMS

Embed expandsreach at Lady’s Mile

TGala Bingo’s managing director Simon Wykes

believes that server based gaming (SBG) isthe future for gaming machines. Talking toCoinslot’s Essential Guide, Wykes said: “Theability to continually update and offer multiplecontent again provides the customer withwhat they want - which is choice.”

Machines designed to support SBG candownload content from the internet, allowingoperators to update the games they offer with-out the need to invest in a new machine. “Someof the content being developed on SBG is ter-rific and concepts such as community gamingshow there’s plenty of innovation out there,”said Wykes. He also pointed to Ticket in/TicketOut (TiTo) hardware as an important compo-nent of gaming success: “Great content, SBGand TiTo are the fundamental drivers not justof Gala but of the industry in total.”

Gala boss predictconnected future

2378-p08-Industry_Coinslot NEW 22/07/2014 17:57 Page 1

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For a unique window on the world of gaming, simply contact us on +44 (0) 1204 396 397 or email us at [email protected].

Amusements

ravel review website Tri-pAdvisor has hailed threeseaside amusement parks

as being amongst the most popu-lar and best value attractions inthe UK.

Blackpool Pleasure Beach wasnamed as the best rated amuse-ment park in the UK in the Trav-ellers’ Choice TM awards, whileBrighton Pier and Southend’sAdventure Island came sixth andtenth respectively.

The Lancashire amusementpark was also named in the topten amusement parks in Europe,alongside the likes of Walt DisneyStudios Park in France and Ger-many’s Europa-Park.

Amanda Thompson OBE,Blackpool Pleasure Beach man-aging director, said: “We arethrilled to be named the UK’sbest amusement park in the UKby TripAdvisor, a trusted travelsite where the view of our guestscount for so much. We are con-stantly looking to improve thevalue for money we give ourguests.”

In the water parks category,Blackpool scored a second winwith the Sandcastle Waterpark,which was revealed as one of thetop 25 in the world and eighthbest in Europe.

The awards took into account

the quantity and quality ofreviews for amusement parksand water parks worldwide, gath-ered over a 12-month period.

Marc Miller, Adventure Island’smanaging director, said his busi-ness’s top ten award was testa-ment to the effort it had put intoits customer service.

He commented: “To be giventhis honour for the second yearrunning further cements Adven-ture Island’s status within the UKtourist industry.

“We have developed excellentcustomer service standardswhich each member of staff playsa crucial role in delivering, whichis why this award is such a fantas-

tic achievement.“I would also like to thank

everyone who has been kindenough to go on TripAdvisor andgive us such positive reviews andratings.”

It was not just Lancashire thathad cause to celebrate, with theUK now the home to more 2014award-winning amusementparks than any other Europeancountry, with seven winningparks named in Europe’s top 25.

Within the UK, the South Easttook home more TripAdvisorTravellers’ Choice Awards foramusement parks than anywhereelse in the country.

Paultons Park, Thorpe Park

Resort, Brighton Pier and FishersAdventure Farm Park took second,fifth, sixth and seventh place inthe UK respectively and were allnamed in Europe’s top 25.

TripAdvisor spokesperson,James Kay, said: “Whether you’re athrill seeker looking for a buzz thissummer or a parent planning afamily day out during the schoolholidays, this list of winners shouldprovide plenty of inspiration.

“Blackpool Pleasure Beach isnot just the country’s best ratedamusement park, it is also one ofthe cheapest for a family day outamong the UK top ten, proving thatgreat value often trumps biggerrides in the eyes of consumers.

POLITICS

The Morecambe and Lunes-dale MP David Morris has

warned that EU red tape would‘decimate’ the UK’s seasidetourism industry.

The warning comes justmonths before the EuropeanUnion’s bathing water directivecomes into force in 2015.

Morris, a known ToryEurosceptic and chairman ofthe parliamentary group thatrepresents coastal towns, saidthe new directive would betwice as strict as current legis-lation.

In an interview with US web-site Breitbart, Morris said:“This is European interferencetaken to a whole new level. Thisyear people will swim in thesewaters without any problems atall but next year they will bewarned they are dangerous.

The water itself will be no dif-ferent, the only thing that’schanged is that the EU hasstarted meddling.

“Water quality on Britishcoastlines are already testedby the UK Environment Agencyand they say the water is safe.As do the thousands of peoplewho swim in them, so why is itany of Brussels business?

“My worry is that people willtake heed of these warningsand stop coming to Britishcoastal towns as a result. Thiswill decimate our tourismindustry, in the same wayquotas have already ruined ourfishing industry.”

CRIME

Northumbria Policehas appealed for

information after a bagwas stolen from anamusement arcade inSouth Tyneside.

The theft happened at2.30pm, on Wednesday,

May 28, at The Dunes, onSea Road, South Shields.

The rucksack wasstolen after being leftunattended in theamusements. Twopeople have beenarrested on suspicion oftheft and bailed pendingfurther enquiries.

Officers are also keento trace the man in theCCTV image who mayhave information toassist with ongoingenquiries.

The suspect was awhite male wearing adark baseball cap, a whitehoodie and dark jacket.

Anyone who recog-nises him or who has anyinformation about thetheft is asked to contactpolice on 101, extension69191, quoting lognumber 1166 28/05/14or the independent char-ity Crimestoppers on0800 555 111.

Seaside MPairs fearsover EUbathing waterlegislation

Seaside amusement parkshailed by TripAdvisor

Three of the UK’s most-loved seaside amusement attractions have been judged amongst the best in thecountry in the latest TripAdvisor.

AMUSEMENT PARKS

Police issue appeal over South Shields arcade theft

T

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Coinslot JULY 25 - JULY 31, 2014

11

B2B

A famous faceFollowing the new rulesintroduced during 2011by the Gambling Commission, bothbingo venues and AGCs are re-stricted to B3 games making up nomore than 20 percent of their ma-chine portfolio. However, those prem-ises in existence before 13 July, 2011can choose between having eightcategory B3 or B4 gaming machinesin operation or 20 percent of theirtotal number of gaming machines.

Legacy laws

Powered by develop-ments across gaming, in-novative new hardware is routinelybeing introduced into cabinets thathost B3 games. These includescreens of increasing quality and arecent trend for incorporating TicketIn/Ticket Out readers that gives op-erators the option to run systemsthat use cashless technology.

Pushing theenvelope

Essential Guide to...

Although many B3 gamedesigners make use ofthrilling imagery and excit-ing motion graphics, thereremains much unexplored potentialin the world of tie-in licences. Re-cent offerings include Popeye theSailor Man from Storm and JabroGames, with companies such asBlueprint Gaming making use ofPopCap puzzle game property, Be-jeweled, across other sectors.

Essential Guideto Pool Next Week

JULY 25 - JULY 31, 2014

10The Essential

Guide to Category B3

machines

23This week’s

machinecharts

24B2B listingsand industrymarketplace

26Classified

sales, job andbusiness

opps

3 machines have long been afavourite of players around thecountry, but with this status and

consistency comes a fear that the potentialfor innovation is stymied. Thankfully, thereare companies like 24/7 in operation whichserve as a timely reminder that there’s noshortage of new ideas.

In our opinion - as we have clearly shownfrom the content in our Vegas 24/7 B3 prod-uct - innovation is possible,” said managing

director, Simon McCarthy. “Just simplytake a look at the ‘Slots of Cash’ or

the ‘Cash Pots’ features - it’s allabout presenting the playerwith an entertaining and enjoy-able experience.”

In fact, the B3 sector’s stablepast provides 24/7 with even

more motivation to producenew and exciting products. “Itis our view that due to the fact

that the B3 market in the UK ismature, there is all the more

reason to innovate,” saidMcCarthy. “We don’t want to

simply produce more of thesame, we want our players

to come away fromplaying our

g a m e sw i t h

the

thrill and excitement of experiencingsomething different.”

McCarthy believes that the enduringsuccess of B3 products owes a great to theirsimplicity and the ease with which playerscan engage with the machines. “Players cansit back and enjoy the game,” he said, “as thegame content is not as complex as that ofCat C hi-tech products and auto play isanother aspect of the appeal.”

B3 games also foster a sense of commu-nity, with linked machines and a wide selec-tion of machines ensuring that customersfeel connected to the sector and those play-ing around them. “There is also the com-munity approach to multi playerparticipation in the games,” notesMcCarthy “In the AGCs and Bingo hallsthere is certainly plenty of choice for theplayer and this is a benefit for them of amature market.”

With a healthy strain of innovation inplace and players having a good time play-ing the machines that 24/7 and its contem-poraries put out, McCarthy does notpersonally see the motivation for anothershakeup of stands and prizes. However, hewould defer judgement on this to his cus-tomers, the operators who fight on thefront lines to attract and retain players.

“My honest opinion is that a £2 stake anda £500 jackpot is more than sufficient, butthat is my personal viewpoint,” he said. “Ido not operate and therefore do not havethe issue of having to compete in the highstreet. Ultimately it is more so what my cus-tomers - the operators - are looking for thatis important.”

KEYNOTE

New blood keepsinvention flowingBelying B3’s mature status, newkid on the gaming block 24/7 iscommitted to producing excitinggames that break with theorthodoxy in a well stockedmarket. Simon McCarthyexplains.

B

Category B3

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12

B2B

Essential Guide to ... Category B3Sector Overview

SWOT ANALYSISCATEGORY B3 GAMING

lmost three years to the day, theDepartment for Culture, Media andSport (DCMS) implemented an

increase in stake for B3 gaming machines to£2 and upwardly revised the number of B3gaming machines permitted in adult gamingcentres (AGC) and bingo premises to 20 percent of the total number of gamingmachines.

Although no record books were brokenin the initial months after the changes weremade to the sector, it is clear that B3 remainsone of the lead products for the UK’s AGCand bingo operators. And while economicuncertainty continues to hamper consumerspending, suppliers of £2/£500 machinescontinue to invest heavily in R&D in an effortto create increasingly attractive and enter-taining experiences.

Following the bedding in period for thenew B3 proposition, owners of both AGC andbingo venues reported positive movementswhen it came to average stake per play. How-ever, the UK’s supply chain remains in some-thing of a Catch 22 situation. R&D requiresinvestment on the manufacturers’ part, andthis naturally leads to more expensivemachines. And in the same stroke, the rev-enue potential of these new gaming termi-nals amounts to nothing if operators are notthemselves in a position to purchase theproduct.

A conundrum indeed, but this is certainlynot one the UK gaming industry has takenlying down. Invention is its speciality andgame development and creativity has servedto counter the price obstacle to a strong

degree, as has a more imaginative route tomarket. Not only are companies offeringexciting compendiums and games that play-ers actually want to play, as a workaround,some suppliers have tackled price head onby implementing enticing rental deals. Thisensures that the latest and most innovativeB3s are installed in AGC and bingo sites withless of an upfront cost to the operator - a strat-egy that has worked well in other coin-opsectors, such as jukeboxes.

In fairness, the B3 genre is one close to theheart of the entire gaming industry - and theindustry has responded to the pits and fallswith some flair and determination for whichit deserves huge credit.

But, of course, the debate surrounding theperceived imbalance between FOBTs inLBOs and Category B3 (and other) machineselsewhere on the high street continues. Noone needs to be told anymore how impor-tant an issue this is for the AGC and bingosectors. But what to do? Well, on the one hand,the industry can wait for the various author-ities to take their fingers out of their back-sides and sort it out. Referring specifically toFOBTs in its recently published AnnualReview, the Gambling Commission drewattention to the “rising public concern overthe impact of higher-stakes gamblingmachines in bookmakers”... Well, the indus-try will need to hold that particular thoughtfor a while - nothing is likely to happen there.

But on the other hand, it can rely uponitself to produce constant creative solutions.And this is perhaps where the Category B3genre really comes into its own.

SWOT ANALYSIS

B3 remains central to arcade proposition

STRENGTHS

• B3 gaming terminalsremain a core part of AGCand bingo operations,helping bolster revenuesand increase customerdwell time

• The £2 stake implementedthree years ago has pavedthe way for increasinglyattractive game features

• The opportunity to installadditional B3 gamingmachines is driving footfall

WEAKNESSES

• Despite their added drawdue to the £2 stake, B3scontinues to struggleagainst FOBTs in book-makers

• Although permitted toinstall more machines ineach venue, new machinesare costly, with some oper-ators expressing reticenceto bolster their estate

• Continued economicuncertainty in UK has per-haps hindered B3 fromachieving its full potential

OPPORTUNITIES

• New game compendiumsand technology gives thesector increasing promise

• Opportunities to attract anew player demographicas consumers realise thebenefits of the B3 option

THREATS

• Continued threat fromFOBTs and the prolifera-tion of LBOs in UK highstreets

• Sustained economicdownturn may hinder thegrowth of average stakeper play

Although there are a number of exciting new B3machines on the horizon, the view from some

local operators is more tempered. Speaking as asmall independent operator, Marcus Kravis - of theThe Arkade in Minehead, Somerset - is cautious onthe prospect of short term progress in the B3sector, predicting that it will remain stable duringthe second half of 2014.

While new machines are needed to keep hisgaming centre fresh and interesting for players,Kravis shares the view of the majority of suppliersand operators alike that the cost of B3 productsacross the marketplace still needs to find its mark.“It’s the same as any machine,” he said. “It needsrefreshing, but costs of machines are prohibitive.”

The industry has been recent months, theindustry has taken action on this front, produc-ing machines that contain compendiums of mul-tiple games or introducing rental deals that allowoperators to refresh their offering without break-ing the bank.

Kravis feels that a shake-up of stakes and prizeswould serve the industry, but pressure from FixedOdds Betting Terminals (FOBTs) in high street bet-ting shops is also providing a major negative influ-ence. “We need to be able to supply a greatervariation of games,” said Kravis, “and unfair com-petition with the bookmakers means that the B3industry will find it tough until its resolved.”

The lack of equality between FOBTs and B3machines has long been a source of dismay for theAGC industry and Kravis believes that it will takeserious intervention to redress the balance. “We arebeing caught in a Catch-22 spiral downwards,” hesaid, “struggling to compete on a fair and level play-ing field and not being able to re-invest. This indus-try is all about re-investment and moving forward.”

The disparity is such that it appears ludicrous tothose looking at the situation from the outside.“When you explain to FOBT versus B3 situation to anon industry layman, they do not usually believeyou,” said Kravis. “FOBTs are like having a productthat the government has set a fixed price for, but thegovernment has decided only one supermarket oftheir choice can sell it.”

FOBTS

FOBTs remaina menace toB3 machinesThe constant spectre of FOBTs havemade life harder for small operators toflourish in B3, according Minehead’sMarcus Kravis.

A

When it comes to testing thecreative juices of the gamingindustry, Category B3 hasbrought the best out of thesector. Imagination hascertainly played its part inkeeping the genre alive andkicking, but it does have a‘noisy neighbour’ down thebookies - and whilst the FOBTsstill seem to be keeping thecritics at bay, B3 is managingto position itself as the bestalternative to a very unpopularcompetitive product.



14

B2B

Essential Guide to ... Category B3Market AnalysisMARKET VIEW

oinslot: How would you gauge thecurrent health of the B3 sector?Tony Glanville: The health of the

sited machine base is good, with playersstill enjoying the product genre, while B3remains the lead product in the operators’portfolio. The B3 supply chain, however,has had a challenging 18 months.

After operators got their estates to theoptimum B3 level, within the 20 percentruling from last year, the market slowedwhilst operators recouped their invest-ment and evaluated which products andgame styles were best suited for theirvenue. Suppliers have risen to these chal-lenges and continue to develop productsthat looks to improve cash box returns.Allowing operators to remove the lowerperformers within their B3 range and intro-duce new games to stimulate the player andrefresh the appearance of the venue.

CS: Is B3 development stymied by thesector’s status as a mature market?TG: Our key supply partners are alwaysworking at ways of stimulating the marketto drive injection of new product. BothAstra and Project listen to feedback fromthe market and look to respond positivelyto overcome any concerns raised. A keyissue recently has been the price of prod-uct. With the combination of new advance-ments in cabinets and technology, thegrowing need for wider choice in the pro-vision of content, combined with the inabil-ity for a lot of operators to be able to reclaimthe VAT on any purchases, unit prices werereaching close to ten thousand pounds. Thisreally became a stumbling block in a lot ofinstances, with operators unable to justifysuch significant amounts of capital.

Both Astra and Project have reacted tothat. Astra has come at it from two angles,firstly by offering operators the opportu-nity to rent. Magic Lotto Ultra has been ableto be rented for just £35 per week, whichhas been a significant benefit to operators,allowing them to be able to put new equip-ment on the floor at a very favourable rate.More recently we saw the introduction ofSlotto 500, meaning that we were able tooffer operators a compendium of twentytwo games that was delivered to market,including VAT, at less than five thousandpounds. This has been a resounding suc-

cess and Slotto 500 has become our biggestselling B3 product for a considerable time,demonstrating there is demand in themarket and operators are willing to investif you can get the package right. SimilarlyProject has responded to the cost issue byreleasing a number of classic games andrebuilds with price points of less than fivethousand pounds.

In relation to games and content, againboth Project and Astra work hard at intro-ducing new games and changes to the waythat the content is presented to enhancethe product. For example, currently we aretesting a new game from Astra, MegaGrandstand, which has a fantastic newgamble feature where the player is asked asporting question from sporting legendssuch as Michael Vaughan from cricket,Michael Owen from football and RickyHatton from boxing. After the player hasselected his answer they are played a clipof sports footage which shows whethertheir answer was right or wrong.

Project has on test Mega Gamble, whichtakes its iconic Mega Bars concept to a newlevel with the introduction of a newgamble facility, offering the player theopportunity - depending on which gamblethey select - to either double or quadrupletheir win. Also the operator on the ProjectTS 22 product now has the opportunity ofnominating a title as a ‘Feature’ game. Onthe menu screen the player will see a flagindicating it is a feature game as well asOscar style red carpet running out underthe game icon.

CS: What kind of influence do FOBTs exerton the fortunes of the B3 sector?TG: Fixed Odds Betting Terminals (FOBTs)are the competition, therefore our supplypartners are constantly looking at ways ofproviding the AGC and bingo operatorsproduct which allows them to competeand provides them with a unique sellingpoint over FOBTs.

The imbalance in terms of stake that canbe offered between B2 and B3 productremains and until that changes the B3 sup-pliers are always facing an uphill challenge.However, B3 designers have risen to thechallenge and along with AGC and bingooperators are working tirelessly to pro-mote the B3 product genre and the opera-tors to present it to the players in anenvironment that offers something differ-ent to the FOBT setting.

CS: What developments in the B3 marketwould you like to see during the remainderof 2014?TG: As Steve Jobs once said: “Innovation dis-tinguishes between a leader and a follower.”At RLMS we are very fortunate to be work-ing with two great innovators in Astra andProject, who are without doubt leaders inthe B3 market. They are both in tune withthe market and we know at RLMS the devel-opments made by them both going forwardwill be the right ones for AGC and bingooperators to develop their businesses andgenerate returns that give them the confi-dence to reinvest in new products and keepthe supply chain moving.

Success inpartnership iskey for RLMSWith the backing of both Projectand Astra, RLMS sales directorTony Glanville is confident thathis company has the potential tocontinue its success in the B3sector, despite supply chainchallenges and the constantpresence of FOBTs.

C



16

B2B

Essential Guide to ... Category B3Market Analysis

oinslot: How do you differentiate theB3 offering from the £100?Nigel Davis: Essentially, the point of dif-

ferentiation is the prize and our venues majoron the £500 jackpot. From a retailing perspec-tive we always aim to keep the B3’s in their ownarea with as much space around them as wecan afford. Our ultimate aim is to create a moresophisticated, VIP style area for our B3 players.

CS: Is there a specific demographic whichengages with B3 product?ND: We’ve worked extremely hard to identify ademographic or series of demographic groupsfor B3s, using our membership data, focusgroup and observational research but unfortu-nately these groups don’t exist - it’s a shamebecause marketing would be a lot morestraightforward if they did! Our experienceshows that it doesn’t matter about gender, age,lifestyle or attitudes, it’s all about disposableincome and to compound matters, levels of dis-posable income can change. B3 players aresomething of a moving target in marketingterms, much like Section 16 players beforethem.

CS: Why play a B3 when you can go to a LBOand play for more?ND: We find ourselves in the slightly illogicalsituation of offering an adult only form ofgaming entertainment but unable to offer thesame products as other forms of adult gamingon the high street! To compete with higherstakes we navigate a different course andone which places much greater empha-sis on customer knowledge and cus-tomer care. It’s all about the levels ofcustomer service and player/staff inter-action: obviously some players aremore private so it’s about ensuring thestaff are engaged with the player at thelevel they want to be engaged at. Deliv-ering a positive customer experience iswhat we do best. Yes, we deliver gaming,but it’s always underpinned by theexperience, which I’m notconfident you get else-where on the highstreet.

CS: Are B3’s anM25 phenome-non?ND: That mightbe what you’d

expect, but it’s definitely not the case in ourextensive experience with venues throughoutEngland, Scotland and Wales. Some games maybe more popular in London, but that’s equallythe case with Category C. I would say the keydrivers are firstly footfall - the busier the pass-ing trade the greater the demand - but equallylevels of disposable income and you are as likelyto get that in Manchester, Glasgow and Edin-burgh, as you are in London. We also shouldn’tforget that the term is ‘disposable income’ andnot simply ‘income’ - there’s a big differencebetween the two.

CS: Are B3’s gaming’s equivalent of the ever-lasting light bulb – once one’s sited there’s noneed to buy another?ND: This point needs to be looked at from theperspective of the player and the perspectiveof the operator or retailer. For players there aresome games which have incredible longevity,notably games such as Luck of The Irish (Blue-print), Rainbow Riches Pots of Gold (SGGaming), Reel King Potty (Astra), Mega Bars(Project Coin) and Haunted House (CMS).

However a gaming machine, irrespective ofits category, is just like any other piece of tech-nology in that consumers (in this case, the play-ers) want the latest whether it’s a widescreenHD offer, digital stereo sound, enhancedergonomics or a note payout facility. A con-sumer might have an iPhone 3, but it doesn’t

stop him or her wanting to upgrade to aniPhone 5s and I think that analogy is

equally relevant in gaming. As operators we are always

looking for more data, so serverbased gaming gives very detailed

information around averagestake, play times and much,much more. This can only be

obtained from the latestmachines. We also need to ensuremachines are able to embraceplayer loyalty systems and TiTo,

advances which many oldermachines can’t deliver

without purchasinge x p e n s i v e

u p g r a d e s .Technologyand thedesire to have‘more’ is thedriver onboth counts.

OPERATIONS

Disposable incomedrives B3 successHead of machines for large-scale operator Praesepe, Nigel Davis, tellsCoinslot about the difficulties of narrowing down the archetypal B3 playerand how the desire for new products is not always motivated by thegames themselves.

Bingo is naturally the focus for nationwide operator Gala, but there’s nodenying the role of B3 machines in shoring up the company’s success.

These machine are popular with bingo hall goers the country over and areproviding Gala with a strong boost to their existing revenues. “B3 is under-pinning the Gala Bingo growth story and I have no doubt that it will continueto do so. Great content, server based gaming (SBG) and Tito are the funda-mental drivers not just of Gala but of the industry in total,” said managingdirector, Simon Wykes.

Gala’s positive performance has been built on offering a wide range ofentertainment options to its patrons, a role that B3 machines fill nicely. “Ourcustomers choose to come to our clubs for the warm, welcoming atmos-phere and to have fun in a safe and secure environment,” said Wykes. “Thegreat thing about bingo - is that, with a little bit of luck, they could well comeout with more money than they came in with. Once they are in our clubs theyhave a range of activities that they can do on top of the core main eventbingo. They can play some more games, have a bite to eat or a drink, choosefrom a range of machines or simply sit down and have a chat with friendsand family.”

Those B3 games which are particularly successful in this context makeuse of modern screen quality and striking visual design. “Machines can addto the fun,” said Wykes, “and I believe most of the growth in machines rev-enue is that content developments are as much about the customers inter-acting and playing with media rich content as hitting and hoping the prizecomes in.”

In addition to aesthetic appeal, there are a number of technologicaladvancements which are providing Gala with more options than ever before.“Some of the content being developed on SBG is terrific and concepts suchas community gaming show there’s plenty of innovation out there,” saidWykes.

However, the Gala director has concerns over regulation losing touchwith the ceaseless advance of technology. “The issue with stakes and prizesis that customers increasingly want more choice,” he said. “We still offer arange of stakes on our Vegas Jackpot machines from 10p to £2 as cus-tomers want flexibility. Our challenge is that the world of regulation and theworld of innovation (particularly in technology) move at very differentspeeds and are regulated differently, which always disadvantages thebricks-and-mortar operator. So stake and prize flexibility always helps butwe need more than that.”

The potential created by server based gaming - to regularly refresh thegames on a machine over the internet - is the most exciting prospect forWykes. “The ability to continually update and offer multiple content againprovides the customer with what they want which is choice,” he said. “Cus-tomers want to play compelling games on clean and inviting machines, in awarm and friendly environment, receive great service and have some winsalong the way. Providing the customer what they want is what’s importantand ultimately the customers will decide if the existing machine is fit for pur-pose or there is a need to buy another.”

OPERATIONS

B3 provides Gala Bingo with a potent vein of income, asthe prospect of server based gaming and increasinglyimpressive production values leads to an expectation ofcontinued success.

CGala values B3 input



18

B2B

Essential Guide to ... Category B3Market Perspectives Products

SG GAMING

oinslot: How would you gauge thecurrent health of the B3 sector?Alan Rogers: All machine cate-

gories go through challenging times andtough trading conditions, and B3 is noexception. The sector remains undeni-ably demanding due to a number ofissues, including the cap on numbers,fierce competition for floor space and amarket reluctance to invest in new hard-ware. That said, it’s often during thosechallenging times that resourcefulnessand creativity come to the fore. A perfectexample of that theory in practice isAstra’s Slotto 500, a product that has cap-tured the imagination of players andoperators alike.

CS: Do you think that multi-game prod-ucts are the way forward for B3?AR: In the case of Slotto 500 we’d have tosay a resounding ‘yes’, but we would neverrule out the prospect of releasing singleB3 games as long as they meet our strictcriteria of strong cashbox, great value andplayer appeal. However, there is oneimportant caveat regarding the quality ofthe games themselves. It’s all well andgood having a great looking cabinet withlots of choice in terms of game content,but those games must deliver real enter-tainment and must do so consistently.

CS: Astra often features very strikingaesthetic themes on its products, whatstyles and subjects have you found tobe most successful in the B3 sector?AR: Again, I’d have to point you in thedirection of the quality of the games. It’sone of Astra’s founding principles that atthe heart of everything is the game itself.First, last and always, the game mattersmost. That isn’t to say we aren’t acutelyaware of the importance of the ‘walk-up’factor. Our talented design team devotesa huge amount of time and energy intomaking everything we produce moreappealing and, crucially, different to whatthe rest of the market is doing.

CS: Do you feel that the sector still fos-ters innovation or is a big change - suchas an alteration to stakes and prizes -required to shake things up?AR: The obvious answer is that if theindustry was to rely solely on stake andprize reviews or other ‘big changes’ inlegislation to shake things up, it mighthave gone out of business long ago! Soyes, we most definitely foster innovationand constantly encourage our gamedesigners to break new ground. As forstakes and prizes, clearly we welcomethe excitement and anticipation thatbuilds around each and every review.The process resets our creative focusand reinvigorates the market and issomething we value tremendously. Assuch it’s a vital cog in the industrymachine, but there must always be thatdrive to innovate.

CREATIVITY

“The game mattersmost,” for AstraAlan Rogers, sales and marketing director for Astra Games, isconfident that creative new ideas can triumph over tricky marketconditions, providing that game quality remains his company’sguiding light.

Building on a long history ofproviding quality games to the B3market, SG Gaming hasbolstered its already broad offering.

Since the early 1980s, SG Gaming,via its Barcrest games brand, has

benefited from long-standing part-nerships with a number of AGCand bingo operators. The companyhas many years of experience inproducing well-known titles forthe sector, including Red Hot Roll,Super Streak, Gold Rush Stam-pede, Tutti Fruiti and, morerecently, Rainbow Riches andMoney Mad Martians.

The company also intro-duced successful titles fromother sectors into AGC andbingo, including Thai Flowerand Crown Gems. The cross-plat-form offering has broadenedthrough SG Gaming’s sistercompany, WMS Gaming, result-ing in these popular titles being avail-able online and on mobile, as well as on landbased terminals. The range of B3 content isfurther expanded with the addition of theWMS Gaming library, which includes recentreleases such as Zeus II, Black Knight andOver The Rainbow.

SG Gaming realises that cutting-edge con-tent needs new and exciting technology tobring it to life. The company’s exciting con-tent is available on a variety of cabinets,including its new Triple 8 cabinet, which fea-tures superior wide-screens, enhanced HDgraphics and video top boxes to deliver anengaging gaming experience to players.

Phil Horne, group managing director,said: “The range of B3 content we providethe AGC and bingo sectors is extremelyimportant to our customers. It means theyare able to compete effectively with othersectors with SG Gaming’s wide variety ofgames. What’s more, we pioneered the intro-duction of extremely successful commu-nity games in the UK. These include B3, CatC and three-player specials, such as Rain-bow Riches Community Cash.

“Operators value our ‘one-stop-shop’ solu-tion, which includes an enhanced technol-ogy platform and operational tools. All SGGaming terminals have the facility to pro-vide a ticket in, ticket out (TITO) solution aswell as a range of promotional functionality,including tournaments and loyalty schemes,all of which allows our customer to providean easily integrated gaming solution.”

Experience andevolution thekey to successat SG Gaming

C



B2B

17

Jabro Games has secured a new contract with StormGames to manufacture and supply to market a brand

new range of Popeye products which are now in stockand ready for delivery. Tony Brookes, managing direc-tor of Jabro Games, commented that his staff at the fac-tory were all on a strict diet of spinach until the firstbatch of machines were built and finished!

This brand new range, available direct from Jabro,features the top performing B3 slot from Storm Games- ‘Popeye the Sailor Man’. The game features £500 jack-pot, multi stake options from 25p to £2 play and is nowavailable as a standalone in the Jabro Casino Cabinet.Popeye the Sailor Man B3 is packed with features,including free spins with locked wilds, the spinach cangamble tower and a further six graphic intense feature

games, all rolled into one amazing slot which is streetsahead of the competition.

The Jabro Casino Cabinet features twin screen witha lower 19 inch touch, brand new Quixant PC, note val-idator as standard and high capacity azkoyen hopper.The base is solid steel for extra security and featuresLCD lighting. “Priced at just £3495, plus VAT, Popeyethe Sailor Man is a must have for any arcade or bingoclub right now,” said Brookes.

Along with the new Popeye the Sailor Man B3 prod-uct, Jabro Games are also manufacturing the brand newdual screen ‘Popeye triple play’ product from StormGames. This new £100 Jackpot Category C product fea-tures three great games on the menu, all with a Popeyetheme. The three games include the original Popeye

the Sailor Man 10 line slot, packed with feature gamesand Popeye V Brutus 20 line slot, which features trans-forming symbols. The machine will also boast anappearance from the very latest licensed release,‘Popeye spinach to win it’ hi-tech three reel slot. Allthree games feature stakes from 25p up to £1 play andthe product has switchable percentage settings to suitall venues.

“This exciting new Popeye triple play product hasdifferent games to appeal to a wide range of players,”said Brookes. “I expect Popeye triple play to become abest selling Category C machine in the market placeespecially given the price tag of just £1795 plus VAT”

JABRO GAMES

Jabro dish out the spinachNew entries into the Categories B3 and C, featuring the famous animated character Popeyethe Sailor Man, are currently in production at Jabro Games.



20

B2B

Essential Guide to ... Category B3Products

RLMS is confident that the the Astra Slotto 500 is the must have B3 for 2014.Astra has listened to all the feedback from the market and answered all

the questions in one product. The Slotto 500 first hit the market in June andhas become our biggest selling B3 model of the last three years.

The success of this model is the compelling package it offers operators.The content is packaged in the aesthetically striking dual screen FV762 cabi-net, which comes with illuminated top box and belly glass - making it a standout product in any operator’s B3 lineup.

In terms of cash management the machine is fitted as standard with anInnovative Technology NV11 note recycler, giving the machine the ability tohold up to 30 notes in a float. The content provided on the machine is man-aged via Astra’s MCU (Machine Configuration Unit), which gives the operatortotal flexibility and control to manage the content within the product.

“The key to any successful product is the content and this is where theSlotto 500 excels,” said sales director, Tony Glanville. “This machine comeswith the largest and most comprehensive suite of content ever providedwithin a single terminal to the UK B3 market. A total of twenty two differenttitles are loaded onto the machine. The beauty for the operator having theMCU technology fitted is they have total control over the content being dis-played on the menu screens, meaning that they can offer as many or as fewgames as they wish. This then gives the operator the opportunity to rotategames and over time introduce different content to keep the machine freshand appealing to the players.”

Another of the machine’s significant features is the broad spectrum ofgames styles that have been included. Across the twenty two included gamesare the Iconic Reel King and Bullion Bar brands, as well as Novomatic stylegames such as Dolphins Pearl, Lucky Lady’s Charm and Sizzling Hot in addi-tion new games within the compendium include Five Hundred to One, AlohaMoney and Totally Bonkers. “There really is something for everyone on thismachine,” said Glanville. “The hardware and software package on offer is acompelling enough reason for operators to invest in Slotto 500, but the killerblow is delivered in the price. Customers cannot believe that Slotto 500 isbeing delivered to market for only £3,995 plus VAT. This machine is unrivalledin the value for money it offers. My advice to all operators is don’t hesitate andcall us now at RLMS Sales to get your Slotto 500 secured.”

Slotto 500, it ticksall the boxesRLMS is touting the new Slotto 500 from Astra as thepremiere B3 machine for this year, with a range of gamespacked into a sleek modern cabinet.

RLMS SALES24 SEVEN

B3 on taparound the clockAhead of the Autumn Coin-op Show, 24 Seven is ramping up its B3operations, including a new deal to market E-Gaming’s product line inthe UK.

4 Seven is increasing its commit-ment to the B3 sector with twounique offerings to suit different

tastes and budgets, as well as confirming astand at the Autumn Coin-op Show.

Vegas 24/7 is the first B3 product fromthe company - which is increasing produc-tion based on demand. It is a standalonegame on a rebuild Barcrest Rio cabinet,which is retrofitted with Quixant QXI 200PC technology. It has an attractive Las Vegastheme, with highly unique and entertain-ing features.

“Our intention from the outset was toproduce a highly entertaining and interac-tive game format,” said 24 Seven managingdirector, Simon McCarthy. “We believe wehave achieved this, while offering some-thing unique to the player. As it is also verycompetitively priced, it offers a nicheopportunity for those looking for some-thing different.”

Vegas 24/7 has variable stake optionsfrom 50p/£1/£2, with the full £500 jackpotonly possible on the latter two stakes. Thegeneral game concept uses multi-reel for-mats in order to get all available stakes andprizes and a full window of Jackpot sym-bols will award a jackpot. The game is avail-able through 24 Seven’s UK distributorsBlue Monkey and Wessex Coin.

In addition, 24 Seven Gaming is market-ing the multi-game compendium fromCzech-based E-Gaming in the UK, which isavailable in both B3 and B4 formats. “The E-Gaming VLT product is on site in its thou-sands throughout Europe and so it isproven,” said McCarthy. “The other advan-tage for UK operators is the security of thecabinet and the reliability of the hardware.It is available to operators under a numberof options including outright purchase,rent, profit share or a fixed daily fee. We havereally thought outside the box in order tobe competitive.”

24 Seven Gaming has reviewed E-Gaming’s vast back catalogue of games inorder to identify five games as a startingpoint, which will be ideal for the B3 sector.These offer a range of styles from three, fourand five reel games as follows: Multi play

81 (four reel), Triple 7 Wild (three reel),Hunter’s Dream (five reel), Big Show (threereel) and After Dark (three reel).

“We first showed the product at EAG andreceived huge interest,” said McCarthy. “Thecombination of proven and interestinggames with a wide range of finance optionsmeans that we have very high expectationsof this compendium in what is quite a com-petitive market sector. We look forward topresenting both these models at the firstever Autumn Coin-op Show in October.”

2



B2B

21

Blueprint Gaming is building on its hugeB3 success with the chart-topping

King of Slots, with a new compendium ofgames called Wish Upon A Slot.

“We saw an opportunity to bring newplayers to B3 with a different type of prod-uct offering. Wish Upon a Slot is designedto suit the bingo and AGC sectors and fea-tures new, softer profile games. We havehad a number of these new models outon site test with the UK’s leading AGCoperator and the figures have been out-standing,” said Blueprint’s sales and oper-ations manager, Andy Hall. “We have seenthat with the right content managementWish Upon A Slot will compliment theKing of Slots menu, side by side in venue.

Wish Upon A Slot is housed in the well-established Vision Slant Top and Vision

Casino cabinets. The new games on theWish Upon A Slot menu are Wish Upon AJackpot, Vikings of Fortune and AztecGold. These games compliment the nine-game menu, which also include Luck ofThe Irish and Worms. All have appearedonline and in LBOs and are proven high-earning titles.

Meanwhile, the King of Slots continuesto win over players. Of the 14 games avail-able – Luck of the Irish continues to bethe highest grossing game on the highstreet, accounting for 65% of the cashboxon its own. The latest games introducedon the King of Slots menu, which includeWinstar and Jackpot Gems, have the Tour-nament mode facility. Following the suc-cess of Tournament mode within the AGCvenues, this has also been introduced into

the Wish Upon A Slot compendium.“The success of King of Slots has been

remarkably consistent,” said Simon Barff,managing director of Blueprint’sMachines Division. “What’s even morereassuring is that we are seeing a goodstake on our games – at around £1.55 onaverage. This is due to our games designteam making the games enticing to playat the higher stake, by putting in addedbonuses to enhance the players’ experi-ence.”

“What sets Blueprint’s B3 productapart from its competitors is the fact thatour games start online, then are movedinto LBOs before they cascade down toAGC and Bingo, so we are constantly refin-ing the offering ensuring that only thosegames with the strongest player pedigree

are selected,” said Andy Hall, BlueprintGaming sales and operations manager.

“In addition, we are constantly review-ing our content via our SBG system, withthe aid of our customers, to deliver thebest mix of games, so the end user has thebest playing experience and the operatorhas the healthiest possible cashbox.”

BLUEPRINT GAMING

Blueprint roll out in forceBringing some of the company’s most successful online titles to bricks-and-mortar establishments acrossthe country, Blueprint Gaming is all set to deliver a huge array of new titles to market.



22

B2B

Essential Guide to ... Category B3Products

loor space is somethingoperators can ill afford totake for granted and Wexel

Gaming has designed the ideal prod-uct to allow even more machines tofit into the same area.

The compact PlusTab terminalfits in between existing slotmachines or can be used as a hand-held device. It is designed to offercustomers a more varied choicewithout having to leave their pre-ferred terminal.

PlusTab takes advantage ofWexel’s powerful BLIS system, pack-ing in the latest bingo and slots con-tent and the ability to play thefast-growing Blis linked bingo. TheCat C content ranges from lo-techslots to Rapido Bingo and Poker Plus,all of which can also be set to Cat Dto take advantage of the low 5 per-cent Machine Games Duty.

Power consumption has alsobeen addressed in the design ofPlusTab. Both hardware and soft-ware features combine to create themost power efficient, fixed base, slotmachine available from WexelGaming, resulting in the absoluteminimum impact to operator’senergy bills.

With low power consumption andzero floor space required, PlusTab isalso the perfect product for makinglinked bingo available in locationsshort of space. Blis linked bingo isgrowing into the most sophisticatedlink system designed for the highstreet, eliminating the need for morethan one or two players and offeringa true bingo experience to customers,with the ability to up-spend and winlarger prizes. All of these featuresfused together into an inexpensivedevice create a whole new market foryour machine players, allowing themto enjoy slots and bingo withouthaving to move an inch.

PlusTab is compatible with otherproducts from Wexel, includingGTab and Bingo Plus. GTab is a selfservice kiosk designed to fit into thesame space as a standard slotmachine whilst holding up to 20 CatC/D machines. Customers cansimply walk up to the kiosk andcredit a tablet themselves and thenfind a comfortable location to playeither slots or bingo. B3 content isalso available.

Bingo Plus has been built specifi-cally for in-house cash and ticketbingo, as well as Blis linked bingo. Alarge 19 inch touch display offersthe latest features and unrivalleddesign to customers, creating a com-fortable playing environment.Whilst bingo is not in play, Cat C/Dand B3 games are available as wellas tournament games.

WEXEL GAMING

Zero space slotmachinesCombing the latest in technology with old fashion gamingentertainment has allowed Wexel to create a produce which allowsoperators to run more games with a smaller footprint.

As Steve Jobs once famously commented:“You can’t just ask customers what they

want and then try to give that to them. By thetime you get it built, they’ll want somethingnew.” In other words, they need somethingthat puts the power of choice in their ownhands straight away. Working to that trickybrief, Astra Games has delivered what many inthe industry believe to be one of the best Cate-gory B3 products in recent times – Slotto 500.

The 22-strong compendium has, in nouncertain terms, bucked a trend over the last12 months, in a Category B3 sector that hasfound the going tough, thanks to cappedmachine allocations and shrinking carpetspace. Dial in an understandable market reluc-tance to reinvest in new hardware and thechallenging picture becomes complete.

What Astra has done with Slotto 500 is takethe widely lauded FV762 cabinet and fill it withsome of the most successful titles ever toemerge from the Astra and Novomatic stables.To make the compendium stand out furtherfrom the crowd, it has given operators full con-trol of the game suite via the very smart, butincredibly simple Machine Control Unit (MCU).By using a straightforward ‘drag and drop’menu they can tailor what is on offer to per-fectly suit the location and player demo-graphic. In keeping with Astra’s ‘think ofeverything’ methodology, the unit has alsobeen ergonomically modified with the noteacceptor now positioned more conveniently inthe button panel.

Sales and marketing director, Alan Rogers,is confident that Slotto 500 offers somethingdifferent for the market and true flexibility foroperators. “Much has been said in recenttimes about the need to design tailor-madegaming solutions for operators,” he said, “butnothing comes close to Slotto 500. Crucially, itputs the power of choice directly in the opera-tor’s hands, enabling them to package a rangeof games that perfectly fits the player profile intheir location. They are the experts when itcomes to understanding what the players intheir locations want. Giving them the means toexercise that knowledge was a no-brainer.”

ASTRA GAMES

Slotto 500 givesthe power tothe people

Astra’s latest creation is all abouthanding control to the operators, witha fully stocked package of B3 titlescontained within a single product.

F


AnalysisSponsored by

NOVOMATIC LEADS, OTHERS FOLLOW

CATEGORYB3 (£2/£500 Max.)

CATEGORYD (10p/£5 Max.)

CATEGORYB4 (£2/£4000 Max)

AGCsThis LastWeek Week Name / Manufacturer

1 1 Slotto 500 Astra2 2 Magic Lotto Ultra Novomatics3 3 King of Slots Blueprint4 4 T8 Barcrest5 5 Mega Bars Big Hit Project6 6 Triple 7 Barcrest7 7 Lady Luck Reflex8 8 Rainbow Riches Community Cash Barcrest9 9 TS22 Project10 10 Rainbow Kings Astra

Based on data supplied by a representative number of UK sitesSupplied by RLMS Sales

Members clubsThis LastWeek Week Name / Manufacturer

1 1 Alice Queen of Hearts Reflex2 - Jackpot 100 Barcrest3 - DOND Live BFG4 5 Street Casino 2014 Storm5 2 Flamin’ 400 Reflex

Based on data from representative sites. Supplied by sector professional

FEC - familyThis LastWeek Week Name / Manufacturer

1 1 Bullion Bars (3 Player) Astra2 2 Party Time Classic (3 Player) Astra3 3 Party Games (4 Player) Astra4 4 Golden Games (3 Player) Mazooma5 5 Adders And Ladders (4 Player) Vivid6 6 Rainbow Riches (3 Player) Empire7 7 Goldrush Stampede (4 Player) Mazooma8 8 Party Time Arena (4 Player) Astra9 9 Party Time (3 Player) Astra10 10 DOND (4 Player) Bellfruit

Based on data from four sites Amusement Equipment Co Ltd

FEC - adultThis LastWeek Week Name / Manufacturer

1 1 Magic Games U/R Novomatic2 2 Rainbow Riches Party Barcrest3 3 Magic Games S/D Novomatic4 4 Pure Gold Project5 5 Free Play 70 Project6 6 Party Time Arena (4 Player) Astra7 7 Win Wall Celebrity Astra8 8 Bar X Diamonds 7 Electrocoin9 9 Win Wall Celebrity Astra10 10 Party Time Player Astra

Taken from a representative number of sites around the UKSupplied by Amusement Equipment Co Ltd

CATEGORYC (£1/£100 Max.)

AGCsThis LastWeek Week Name / Manufacturer

1 1 Encore T7 (GP2) SG Gaming2 2 Encore T7 (GP1) SG Gaming3 3 Encore T7 (GP3) SG Gaming4 4 Magic Games 100 Ultra Novomatic5 5 Magic Games 3 Novomatic6 6 Find the Lady 2 card Project7 7 X3000 multigame Amatic8 8 Triple 7 (GP2) SG Gaming9 9 Triple 7 (GP3) SG Gaming10 10 Bullion Bars 4 pPyer Astra

Based on data from a minimum of 10 locations. Supplied by Praesepe

FILMCHARTS

RIXTON: ME AND MYBROKEN HEART

UK Box Office ChartThis LastWeek Week Name

1 - Transformers: Age of Extinction2 4 How to Train Your Dragon 23 1 Mrs Brown's Boys D'Movie4 2 The Fault in Our Stars5 - Begin Again6 3 22 Jump Street7 - Boyhood8 6 Maleficent9 5 Tammy10 7 Chef

TRANSFORMERS: AGEOF EXTINCTION

MORRISSEY: WORLDPEACE IS NONE OFYOUR BUSINESS

MUSICCHARTS

UK Jukebox ChartHighest Earning Tracks on Sound Leisure jukeboxesThis LastWeek Week

1 2 Ghost Ella Henderson2 1 Waves (Robin Schulz Remix) Mr Probz3 5 Budapest George Ezra4 4 Sing Ed Sheeran5 3 Hideaway Kiesza6 7 Summer Calvin Harris7 - Stay With Me Sam Smith8 9 Happy Pharrell Williams9 8 All Of Me John Legend10 10 Wiggle Jason Derulo feat. Snoop Dogg

Based on data supplied by Soundnet

http://www.soundnet.net/

www.soundnet.net

AlbumsThis Last

Week Week

1 1 X Ed Sheeran2 - World Peace Is None Of Your Business Morrissey3 3 Blue Smoke - The Best Of Dolly Parton4 4 In The Lonely Hour Sam Smith5 5 Wanted on Voyage George Ezra6 9 Caustic Love Paolo Nuitini7 - Jungle Jungle8 7 Ghost Stories Coldplay9 6 5 Seconds of Summer 5 Seconds of Summer10 20 Halcyon Ellie Goulding

DownloadsThis Last

Week Week

1 - Me And My Broken Heart Rixton 2 - Your Love Nicole Scherzinger 3 1 It’s My Birthday Will I Am ft Cody Wise 4 2 Problem Ariana Grande ft Iggy Azalea 5 4 Ghost Elle Henderson 6 5 Budapest George Ezra7 4 Right Here Jess Glynne 8 8 Sing Ed Sheeran 9 6 Somebody To You Vamps10 7 Gecko (Overdrive) Oliver Heldens & Becky Hill

Single siteThis LastWeek Week Name / Manufacturer

1 1 DOND Winfall BFG2 2 Fiddle a Fortune REF3 3 Best of British REF4 4 DOND Lucky Streak BFG5 5 DOND Powerplay BFG6 6 Worminator QPS7 8 DOND Time to Play BFG8 7 DOND The Big One BFG9 9 Mega Rich BFG10 - DOND Crazy Chair Gold BFG

Taken from a representative number of sites around the UKSupplied by national operator

23

B2B


2378-p22-Analysis_Coinslot NEW 22/07/2014 18:06 Page 1


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B2B Listings

B Media, publishers of the industryleading international gaming titlesInternational Casino Review, Bet-

ting Business interactive and CoinslotInternational, has secured a prestigiouscommercial contract covering stand salesand associated exhibition and conferencesponsorships for November’s secondMacao Gaming Show (MGS).

The agreement covers key regionscomprising Europe, the US, Central andSouth America, the Middle East and Africa,all of which are being handled by GBM onan exclusive basis

EXHIBITIONS

GB Media win exclusivesales contract withMacao Gaming Show

After a hugely successfulinaugural year, the organisersof Macao Gaming Showhave appointed GB Media tocover stand sales andassociated exhibition andconference sponsorships forthe event in 2014.

APPOINTMENTSTHEME PARK NEEDSCOIN-OP SUPERVISOR

HB Leisure are looking to hire a newamusement general manager to work

at the world famous Alton Towers themepark in Staffordshire.

The successful applicant will be taskedwith overseeing the day-to-day manage-ment of prize games and coin-op amuse-ments in the park, with a responsibility tomaximise the earnings these machinesgenerate.

VIDEOVIDEO DEALS ABOUNDAT JNC

Swift delivery and low prices are thebywords for JNC

Sales, as its offers cus-tomers a wide array ofarcade machines atcost-effective prices.Among their offering area number of popularvideo titles, including horse

racing simulator Final Furlong and madcapdriving game Crazy Taxi. These titles are allavailable with 28 days of warranty a fullsuite of aftersales support.

To compliment many of its slotmachines and other products, JNC Salesis also offering a range of stools, in a rangeof colours and styles, which can be deliv-ered the very next day.

KIDDIE RIDESVARIETY THE KEY FORHERONDATA

There are a plethora of kiddierides on the books at Heron-

data, with cut-price deals onmany popular licensed ridesavailable for operators to enjoy.Well known characters such asBarney the Dinosaur and Thun-derbirds form a major part of theoffering, with a many of these machinesavailable at £450 or less.

Herondata is also offering customersthe chance to pick up second hand iBoxermachines for only £695 and some of themost popular Deal or No Deal £100 Cat Cmachines - including Red Mist and PerfectDeal.

NOVELTYSTICKING TO SUCCESS

An innovative tattoo vending machine iscurrently on sale at Novelty World, a

G

2378-p24-25-Listings_Coinslot NEW 22/07/2014 17:22 Page 1

25

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on fillers for their existingmachines, of any model ormake, can also purchase sup-plies from Novelty World, whooffer a free facecard with eachpurchase.

GAMEDEVELOPMENT

INSPIREDPARTNERSHIP WITHGAMING VET

Server based gaming providers, theInspired Gaming Group has

announced a partnership with tabletopgaming godfather and video game devel-oper, Ian Livingstone. As the co-founderof Games Workshop and co-author ofthe Fighting Fantasy ‘choose your ownadventure’ series, Livingstone is a veteranof the game design industry and has part-nered with Inspired to produce newgames for the UK-based gaming com-pany.

“I am both personally and profession-ally excited to be working with Ian Living-stone,” said Luke Alvarez, founder andCEO of Inspired. “Convergence is a key

trend in our industry atthe moment. Our part-nership will uniquelyfocus on leveraging theconvergence betweenconsole gaming, mobileand gambling. We have some great ideasin the pipeline and we look forward tolaunching these hit games together.”

SUPPLYNAMCO INK BOWLINGMACHINE DEAL

Namco Amusement Europe hasannounced a new agreement with

Tenpin Limited to provide new machinesfor its bowling and amusement locations.Tenpin, which is part of the Essendengroup, expects the deal to drive consid-erable growth in the fourth quarter of2014 and beyond. The deal follows astrong early summer performance forbowling operator Essenden, which per-formed well despite the World Cup draw-ing away potential customers. “Thefoundations are now firmly set,” said CEONick Basing. “There is more potential forfuture growth.”

8TO COMMENT ON ANY ARTICLE


Marina Wong, general manager andevent director of MGS said: “GB Mediaenjoys an excellent reputation across allgaming sectors and throughout all geo-graphical regions. The number of com-panies they have existing positiverelationships with plus their knowledgeand reputation in all markets makes themthe ideal commercial partner. We lookforward to building upon the very pro-ductive media partner relationship that isalready in place and to build on the suc-cess achieved by the first MGS in 2013.”

After the tremendous success of MGS

2013, which saw almost 8,000 internationalvisitors walk through the doors of theVenetian Macao to meet with 102 exhibit-ing companies, MGS has established itselfas the chosen meeting place for exhibitors,operators, managers and buyers inter-ested in doing gaming business in Asia.

MGS 2014 takes place on November18-20 and will also feature the MacaoGaming Summit, which will see speakersand gaming industry experts from aroundthe world discussing and debating theimportant issues confronting the Asiangaming industry.

2378-p24-25-Listings_Coinslot NEW 22/07/2014 17:22 Page 2

26

B2B

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Comment

The PortmBritain’s pi

“media watchjoseph ewens ”Sh*faced and Kn*bhead bann

commentjames walker

here seems to be a subtlechange in the air - so subtle,in fact, most of us will barely

notice it at all. It’s almost like ahidden agenda: lay the foundationsfor when the sustained recoveryarrives.

Now, given the precarious state ofthe business, some may never get tosee this turnaround - and that’s awhole different crime in itself andone which legislators deserve to losetheir heads over. But, there’s an elec-tion on the horizon and the keys toeconomic recovery are up for grabs -all of which requires a differentapproach.

On both sides of the table. And that’s what makes things

interesting. The political parties actu-ally have to listen to us over the nextyear or so - hear what we say, andpromise to act on what we need.

It’s this change in the wind thatmakes the recent developments inour own political backyard so fasci-nating. We have a new trade body -the Gambling Business Group; and anew CEO at the helm of BACTA.

That in itself is a fresh approach -we have the prospect of an all-embracing gambling body that willput business at the top of the agenda.And boy, how that will make a changein response to the tired, labouredmantra coming from the authoritieson the other side of the table over theyears.

And then there’s a new - albeit, notso new to most of us - chief at BACTAwho has the experience and knowl-edge to put the association back oncourse, not just internally, but also tothe outside world.

It’s an exciting opportunity allround. Given the personalities on thenew GBG, business is going to toptheir agenda. The gaming and gam-

bling business driving employment;driving technological development;driving community; driving growth;driving export; driving manufactur-ing; driving change; driving recov-ery. That’s, hopefully, what the GBGwill be driving on with. It’s time totake the industry’s agenda forwardand over all the barricades thrownin front of us during the past decade.

Business is the new black. It’s thenew thing, the new buzz-word. Andit’s what the politicos will want toscore big points on pre-election - so,if ever there was a chance to knockthe tedious anti-gaming argumentsoff the board, now’s the time to actwith a strong and resonant businesscase. I sense the GBG is certainly upto that task.

And backing this up with a slightlymore introspective perspective isBACTA. It’s always refreshing to havea new voice putting your case for-ward - and John White brings withhim a completely differentapproach to his predecessors. And itjust might be that the Whiteapproach is the right approach forthese times. In fairness, the new chiefreturns to the industry with a newviewpoint garnered in other sectors- so, that in itself will help. But, some-how, BACTA needed a fresh direc-tion at this particular point - itcouldn’t go into a new election withthe same, some would say, hostile,stance. The industry is in need of arepositioning, a rebranding even -and BACTA’s new appointmentcomes at the right time.

We sense, too, that the new chiefand the main association protago-nists are up to that task.

These are going to be a very inter-esting 12 months ahead. It’s a goldenopportunity we simply cannotafford to miss.

A freshperspective, afresh impetusfor the industry

The body responsible for monitoringstandards in the drinks industry has

dolled out scathing criticism for a seriesof promotional campaigns, reports theMorning Advertiser. A WKD cocktail pro-motion, a beer produced for a grammarschool, and a set of drinks with expletive-laden names have all fallen foul of thePortman Group’s code on the marketingof alcohol.

The WKD Halloween Cocktail promo-tion was found in breach of alcohol mar-keting rules for encouraging immoderateconsumption after a complaint fromNorthampton Borough Licensing Team.The Portman Group panel ruled that con-sumers might end up drinking directlyfrom a cauldron that was part of the pro-motion and, therefore, “would not be ableto gauge how much they had consumed”.

The panel noted the assurance thatproducer SHS Drinks made in its subse-quent response to amend its guidance tobar staff, but its decision was “made onthe material that was subject to the com-plaint” and accordingly, the panel foundthe product in breach of Code paragraph3.2(f). A separate complaint that the pro-motion might appeal to under-18s wasnot upheld, after the panel accepted thatHalloween was also popular with adults,and that the promotion was restricted tothe on-trade.

In a separate ruling, a complaint aboutthe packaging of Centenary Beer, pro-duced by Irwell Works Brewery, in Rams-

bottom, Lancashire, on behalf of Bacup &Rawtenstall Grammar School, in nearbyWaterford, has been upheld for having aparticular appeal to under 18s. The beerwas the subject of a complaint from amember of the public concerned that theschool brand was being associated withan alcoholic drink.

The panel acknowledged the proce-dures the school and brewery had put inplace to ensure that the alcohol was notseen by pupils. However, it consideredthat a school emblem was used by aschool to instil a sense of loyalty andidentity among pupils, and “this wouldstill apply even when the emblemappeared on other products”.

The panel went on to say the fact theproduct label featured the words ‘gram-mar school’ immediately associated thatproduct with a child, and any school, orschool-related material – so was likely tohave a particular resonance with under-18s. In addition, the panel it could notcontrol children seeing the product if itwas taken home. It upheld the complaintunder Code paragraph 3.2(h).

Newcastle brewer Direct Beers - whichproduces beers with names such as CatP*ss, Dog P*ss, Bullsh*t, Dandelion andBirdsh*t, Big C*ck, A**e Liquor, Sh*tfacedand Kn*bhead - was ruled against on 10complaints for appealing to under-18s,three complaints for encouragingimmoderate consumption, and two com-plaints each for association with sexual

T

INDUSTRY

2378-p30-31-Comment_Coinslot NEW 22/07/2014 18:08 Page 1

31Coinslot July 25 - July 31, 2014

The Portman Group is cracking down on expletives, the Telegraph celebrates the resilience ofBritain’s piers, while vintage railway posters command a high fee at auction in New York.

The coming monthsare set to be anextremely busy timefor the GamblingCommission, whichpublished its 2013/14Review earlier thismonth.

“politicsphilip graf

quote unquote

”d banned from drinking any more

TO COMMENT ON ANY ARTICLE


activity, and association withbravado or anti-social behaviour.

Direct Beers said none of itsproducts were intended to appealto under-18s, and explained thatthe vast majority of its drinks weresold in person at retail events,where it operated a Challenge 25policy. However, the panel foundthat “frequent references to scato-logical humour, defecation, urina-tion, genitalia, vomiting and otherbodily functions could prove par-ticularly attractive to under-18s”. Italso noted that this appeal wasexacerbated by cartoon illustra-tions shown on a number of theproducts.

Elsewhere, the Telegraph onlinehas published an ode to the sea-side pier, on the occasion of their200th birthday, by the writer HarryMount. “In autumn evenings, atdusk, Brighton’s starlings put on aunique show for free, as they swirlin huge flocks around the ruinedWest Pier. For all the tragedy of the2003 fire that wrecked the build-ing,” he writes, “the starling mur-muration is a sight that sums upthe bittersweet charms of theBritish seaside pier: the nostalgicmourning for those that have beenlost, mixed with the joy in thosethat remain. There is nothing in theworld to match their madcap, sea-

side architectural style.”Meanwhile, the Daily Mail

reveals plans for the Swann auc-tion house in New York to sell offvintage British railway posters.They are the nostalgic images thatcapture a glorious bygone era – asepia time of domestic travel, shortjourneys and unfussy breaks on UKsoil. And now, a range of promo-tional posters depicting the goldenage of British seaside holidayslooks set to make a small fortune -in America. Vintage rail postersadvertising seaside resorts inDevon and Cornwall are in line tofetch around £2,000 at an auction -on the other side of the Atlantic -next month.

One poster alone - emblazonedwith the words ‘Newquay on theCornish Coast’, produced for theGreat Western Railway in 1937 byartist Alfred Lambart - is expectedto sell for between $1,000 and$1,500 dollars (£584-£877) in NewYork on 6 August. Another pre-warposter - produced for the SouthernRailway in 1935, featuring thewords ‘Bude for sunshine and surf’- is set to fetch between $800 and$1,200 (£467-£701).

A poster for British Railways,produced circa 1956 – bearing withthe words ‘Paignton, Torbay’s idealholiday centre’ – is valued at

between $700 and $1,000 (£409-£584). Another British Railwaysposter - featuring the words ‘Teign-mouth IS Devon’, produced in oraround 1960 - is expected to sell forbetween $400 and $600 dollars(£233-£350).

In the early and middle parts ofthe 20th century, when compara-tively few people owned cars, andwhen expensive overseas holidayswere beyond the financial reach ofmany people, railway companiescommissioned artists to producecolourful, eye-catching postersfeaturing seaside resorts, beautyspots and places of historical inter-est. They were a romantic bid toboost rail travel throughout Britain- and they worked.

In recent years, these posters,which once adorned and bright-ened railway station platforms andwaiting rooms, have becomeincreasingly sought-after and valu-able mementoes of a gentler, moreinnocent age. Their value was ablydemonstrated 12 years ago. In2002, at Christie’s auction house inLondon, a 1932 Great Western Rail-way poster by artist Bruce Angrave– featuring the words ‘Newquay,Cornwall’s finest Atlantic resort’ –sold for £8,225. Before the auction,the anticipated price had been£3,000-£5,000.

The past year has seenthe Gambling Commis-

sion at full stretch on anumber of fronts in pur-suit of our objectives andduties.

There have been signif-icant changes in our remit.The long awaited mergerbetween the GamblingCommission and theNational Lottery Commis-sion was finally achievedon October 1, 2013, andthe implementation of theGambling (Licensing andAdvertising) Act later thisyear will bring underCommission regulationthe over 85 per cent of theBritish remote gamblingmarket currently regu-lated overseas.

In short, in addition toadvising central and localgovernment on theimpact of gambling and itsregulation, we are nowcharged with keeping vir-tually all commercial gam-bling in Britain crime free,fair and safe, and subjectto those overriding publicprotection objectives,ensuring the National Lot-tery raises the maximumamount for good causes.

We have also seen risingpublic concern over theimpact of higher stakegaming machines(FOBTs) in bookmakerson the high street; overthe growth in broadcast-ing of gambling advertise-

ments, particularlyaround and during sport-ing events; and over indi-cations the UK might be atrisk from sports bettingcorruption.

We continue to workwith the ResponsibleGambling Strategy Board(RGSB) and the Responsi-ble Gambling Trust (RGT)to encourage operators,particularly the largerones, to use technologyand innovation toimprove their approachto player protection.

We will be consulting inthe summer on proposedmeasures to strengthenboth licence conditions,codes of practice andassociated technical stan-dards. These measureswill emerge from thereview of responsiblegambling provision byoperators now underway.

In parallel, we are con-sulting on an updated andslightly expanded editionof our statement of princi-ples, which sets theframework within whichthe Commission works.

We are bringing ourcombined National Lot-tery and social lotteryexperience together toprovide advice to govern-ment on the challengesfrom technological andplayer convergence facedby those raising money forgood causes.

Graf outlinesCommissionobjectives

The Spanish coin machine industry was shocked to learn of the death of Joaquim Falgas Pages of Industrias Falgas, theworld’s largest producer of kiddie rides, on July 17. He was only 41 years. Joaquin had grown Falgas from a small opera-tor of children’s rides to a major operating company in Spain and developed his manufacturing business into the leadingproducer of kiddie rides in the world – a business continued successfully by his late son.

INTERGAME ONLINE REPORTING ON THE DEATH OF JOAQUIM FALGAS

Industry analysts pinpointed that GTech could face antitrust blocks/hurdles in the acquisition of IGT due to industry con-solidation that has already occurred within the sector. Private equity firms, meanwhile, could face a financing challengestemming from a likely lengthy regulatory review in various markets.

SBCNEWS ON THE OBSTACLES FACING GTECH’S PROPOSED ACQUISITION OF IGT

As Mario Kart 8 has wonderfully shown, there is still space in the market for well-crafted local multiplayer games, andGang Beasts perfectly replicates that experience of being huddled round an arcade screen playing Golden Axe, laughing.And let’s face it, we will probably never tire of watching what looks like drunken people in animal costumes inexpertlybrawling. That’s pretty much timeless.

THE GUARDIAN PROVING THAT IT DOES HAVE A SENSE OF HUMOUR WHEN IT COMES TO GAMING AND THE LATEST INDEPENDENTGAME – GANG BEASTS

2378-p30-31-Comment_Coinslot NEW 22/07/2014 18:08 Page 2


ENTERTAINMENT ARENA AWARDS

omania’s Entertain-ment Arena Expowill hold the first

edition of its Arena Enter-tainment Awards this year.The inaugural awards,which show organisershope to make an annual cer-emony, have been createdto recognise and reward theinnovation and quality of theproducts and services ofthe participating compa-nies. In order to ensure theimpartiality and accuracy ofthe vote, voting will be

undertaken by visitors tothe event which takes placeat Romexpo Fair Ground inBucharest on September 2-4. The categories they willvote on will be: ‘product ofthe year’, ‘manufacturer ofthe year’, ‘best stand’ and‘best game graphics’.

GAMBLING STUDIESCONFERENCE PRO-GRAMME PUBLISHED

he preliminary pro-gramme for the 10thEuropean Confer-

ence on Gambling Studies& Policy Issues has been

published. It will offer ses-sions on a wide range ofsubjects, including regula-tion and the managementof risk in commercial gam-bling in Great Britain, andhow big data can assist inunderstanding and protect-ing players. The event,

which takesplace at theHilton Kalastaja-torppa inHelsinki on Sep-tember 9-12,aims to increasethe dialogue between allwho are professionally

involved in commercialgaming.

Calendar

TO COMMENT ON ANY ARTICLE


AUGUST 201412-14Australasian GamingExpo Sydney Exhibition Centre, Syd-ney, Australia www.austgaming-expo.com

SEPTEMBER 20142-4Entertainment Arena Expo,Romexpo Fair Ground, Bucharest,Romania www.earena.ro2-4Playfair at SALTEX 2014 RoyalWindsor Racecourse, Windsor, UKwww.playfairuk.com23-25Euro Attractions Show,RAI Exhibition Centre, Amsterdam,Netherlands www.iaapa.org/eas30-2 LIW 2014 NEC, Birmingham,UK www.liw.co.ukOCTOBER7-9Brand Licensing EuropeOlympia, London, UK www.brandli-censing.eu15-16The Autumn Coin OpShow Chelsea Football Club, London,UK www.coin-opshow.co.uk15-16Kiosk London Expo & Dig-ital Signage London Expo BarbicanCentre, London, UK www.kiosklon-don.co.uk / www.digitalsignagelon-don.co.uk15-17ENADA Rome Rome ExpoCentre, Rome, Italy www.enada.it16-17Surexpo Expo XXI Centre,Warsaw, Poland www.wigor-targi.com30-2G2E 2014 Sands Expo & Con-vention Centre, Las Vegas, USwww.globalgamingexpo.com

EDITORIALEditor: Alex LeeEmail: [email protected] Tel: 07772 280 299Assistant Editor:James Walker Email: [email protected]: 07816678021Managing Editor:Ken Scott Email: [email protected]: 01273 699 900ADVERTISING SALESKathryn NorrisEmail: [email protected]: 01204 396 397Fax: 01204 392 748SUBSCRIPTIONSSarah HaworthTel: 01204 396 397DIGITAL VERSIONMarc LawtonEmail: [email protected]: 01204 396 397PRODUCTIONDesigner: Gina LloydEmail: [email protected] Production &Pre-Press:Dave RoderickEmail: [email protected]: John SullivanGB Media Corporation Ltd,Bolton Technology Exchange,33 Queensbrook,Bolton, BL1 4AY Tel: 01204 396 397Fax: 01204 392 748

Email: [email protected] Executive:Emilie BeauTel: 01204 396 397OFFICESEditorial and Production:3rd Floor, 20 New Road,Brighton, East Sussex BN1 1UF (UK)Tel: 01273 699 900Advertising andSubscriptions:Coinslot International, Bolton Technology Exchange,33 Queensbrook,Bolton BL1 4AY Tel: 01204 396 397Fax: 01204 392 748

Opinions expressed in this publication shouldnot be regarded as the official view of GBMedia Corporation Ltd, except where stated.Views, opinions and recommendationscontained in this publication are put forwardfor consideration only. No action should betaken in reliance upon any such views,opinions or recommendations. Neither GBMedia Corporation Ltd nor contributorsaccept any responsibility for any lossoccasioned to any person howsoevercaused or arising as a result of or inconsequence of action taken or refrainedfrom in realiance on the contents of thispublication.

Notes for contributors: Coinslotwelcomes the submission of articles forconsideration by the editor with a view topublication. Submission of an article wil lbe held to imply that the article containsoriginal unpublished work which GB MediaCorporation Ltd may lawfully publish. Allsubmissions are made at the owner’s risk.© GB Media Corporation Ltd, 2013All rights strictly reserved. No part of thispublication may be reproduced, stored ina retrieval system, or transmitted in anyform or by any means without the priorwritten permission given, full acknowl-edgement of author, publisher and sourcemust be given.

Summit set to explain secrets of mobile gambling success

R

Newsweekhe Mobile Gambling Summitis to convene some of thebrightest minds working

across bingo, casino, poker, sports-book and social to give brands thecontext they need to understand thisfast-changing market.

With the mobile revolution cre-ating huge opportunities and chal-lenges, the event will explain howto deliver a consistent experience,while at the same time ensuringyour products are relevant foreach channel.

It will also outline how to offerthe simplest on-the-go interactions

on smartphones, with longer,richer, more immersive experi-ences on tablet, and stay ahead ofthe competition.

Throughout the day attendees willbe able to meet for consultationswith mobile industry experts whowill be briefed to address key busi-ness concerns.

In addition to the main pro-gramme, and for the first time at theMobile Gambling Summit, The Inno-vation Lab will host a number of start-ups whose tech solutions are aimedat gambling operators.

The event will take a detailed lookat the role that social media, mobileadvertising and direct marketing play

in acquiring not only new customers,but the right type of customers.

It will also look at analytics, track-ing and product differentiationwithin a marketplace where smalladvantages can play a significant rolein making effective marketing invest-ments and optimising player values.

With the Place of ConsumptionTax only months away from cominginto effect, the summit will alsoengage attendees in a conversationabout the regulatory environment.

The Mobile Gambling Summittakes place at One America Square inLondon on September 18.

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