Coinslot 2372 digital

Price: £2.50

June 13 – June 19, 2014 • No. 2372 • www.coinslot.co.uk

COMMENT

31

Industry news 4Seaside amusements 10Kiddie rides 14B2B Listings 24Latest machine charts 26Classified ads and opps 27Comment & Analysis 30Newsweek 32

COINSLOT

...Light touch legislation isone thing, but at the endof the day, pub companiesneed to be able to supportsmall individual tenantswho with very little capitalare able to run their ownbusiness. Anything whichdilutes this support wouldbe very unwelcome anddestabilising for the pubsector.

Hollywood Bowl to open in Ch

Serial fruitmachinethief jailedSENTENCE

Aburglar has been jailed forseven years after breaking

into more than 50 pubs in theCroydon and Sutton areas.Michael Ryan, who alsoattacked a Croydon landlordas he tried to defend his prem-ises, has been jailed for sevenyears.

Ryan, 39, was sentenced atCroydon Crown Court on May30. He pleaded guilty to onecharge of aggravated burglary,relating to an offence at theWhite Horse pub in Croydonon November 13 last year.Ryan and an accomplice brokeinto the pub at about 7am, andattempted to smash into AWP

machines using a sledgehammer and spade.

The landlord, Danny Foley,was sleeping upstairs when heheard a noise. He went down-stairs and confronted the twomen with a souvenir Celticbaseball bat, but was hit overthe head with the spade.

The attack was captured onCCTV and traces of Ryan’sblood were also found at thepremises. He was arrested inDecember and charged onMarch 1. Ryan admitted to afurther five burglaries at pubsin Bromley, Hornchurch,Barnet, Croydon and Isling-ton.

A further 50 burglaries, allof them at pubs, were taken

BOWLING COMPLEXESA 16-lane, state-of-the-artbowling complex, and thelatest addition to the UK’slargest tenpin chain,Hollywood Bowl, is due toopen at The Brewery inCheltenham this autumn.Cheltenham bowling andamusement fans will no longerhave to travel to Gloucester orStroud to get their tenpin andcoin-op action, for a brandnew Hollywood Bowl is set toopen at The Brewery.The new complex will span avast space of 23,000sq.ft,filling the empty unitpreviously occupied by GalaBingo, above Nando’s, Prezzo,Frankie & Benny’s, andHarvester. Promising an all-round entertainmentexperience for Cheltenhamleisure-seekers, the newHollywood Bowl will boaststate-of-the-art facilities with

16 lanes, a coin-op gamingarea, café and licensed barand ‘exclusive areas’ forcorporate hospitality andChristmas parties.“We are incredibly excited tobe bringing a premiumbowling offer to the people ofCheltenham. Our newerconcept takes bowling to thenext level,” said HollywoodBowl’s marketing director,James Mawer.Expected to open in October2014, Hollywood Bowl will bethe first of its kind inCheltenham, since CotswoldBowl closed its doors in 2010.Demelsa Coleman, marketingmanager for The Brewery,said: “It’s further proof thatThe Brewery is the leadingdestination for entertainmentand leisure in Cheltenhamtown centre. Hollywood Bowlwill be a fantastic addition tothe scheme and will really

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ESSENTIAL GUIDE

Strolling down Park Avenue

REPORT

It’s all child’s play

June 13 - June 19, 2014 • No. 2372 • www.coinslot.co.uk31

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he Astra Gaming Group(the wholly owned UKsubsidiary of Austrian

Gaming Industries GmbH, part ofthe Novomatic Group) hasacquired the majority of theNoble Organisation arcade busi-ness for an undisclosed sum.Under the terms of the deal, Astrawill take ownership of UK-based81 adult gaming centres and onefamily entertainment centrealong with 48 Kwik Tan venuesand 10 cafes, all of which are sitedwithin the arcades themselves.

The geographical spread of theestate covers pretty much thewhole of Britain, extending fromGreenock in Scotland to as farsouth as coastal resort Dawlishin Devon. It includes some of thepremium locations in the NorthEast, North West and South Eastof the country as well as the Mid-lands and at the coast.

The business currentlyemploys circa 850 staff led bysome of the most experiencedmanagement personnel in thebusiness. Astra Gaming Groupconfirmed that the existing staffmembers will continue to beutilised in order to champion thestrong Nobles brand identitywithin the Novomatic Group.

Astra Gaming Group CEOZane Mersich commented: “Weare delighted to announce theacquisition of the arcade busi-ness from Nobles. It will helpsecure an even brighter future forwhat are already widely acknowl-edged as some of the best AGCsites in the UK. It is our intentionto build on the success of thesevenues and ensure that they con-tinue to go from strength tostrength.”

Commenting on the rationalebehind the acquisition, Mersich

noted: “In buying these locations,the Astra Gaming Group is simplyapplying the core strategy of itsparent Novomatic as a leading

proponent of both manufactur-ing and operating. Integratingthese key AGC sites within thegroup is entirely consistent withthat philosophy of duality andallows us to innovate and deliverthe best of breed games that ourcustomers rightly expect.”

With the Astra Gaming Groupalready taking manufacturersBell-Fruit and Empire Gamesalong with distributor RLMSSales under its wing, the moveinto operating doesn’t comeentirely unsurprising. What itdoes show, however, is the firm’scommitment to the UK coin-opscene and is a bullish statementof intent going forward. It alsoamounts to the Astra GamingGroup owning an even largerslice of the UK coin-op pie. Themove mirrors parent companyNovomatic’s business strategythat has been long established inAustria and Germany.

Astra Gaming Groupenters adult gamingcentre sector

T

en in Cheltenham

The Astra Gaming Group has added an operational arm to its UK-basedportfolio, having acquired the majority of the Noble Organisation arcade business.

ACQUISITIONS

12

into consideration, includingestablishments in Croydonand Sutton.

Ryan told police he neededthe money from fruitmachines to fund his heroinand cocaine addiction. Detec-tive Constable David Thomp-son, from Croydon CID said: “Iwould like to thank the vic-tims from the many burglaries

committed by Ryan as theyprovided us with great sup-port and were patient duringour extensive enquiries. Ryanis a habitual thief and the sen-tence reflects this.”

A second man, John Ryan, ofno fixed address, is in custodyand will stand trial in Septem-ber in connection with two ofthe burglaries.

complement the existing offerhere.” The Brewery is currentlyhome to a Cineworld, TheScreening Rooms, Fitness Firstand The Play Farm, as well as anumber of restaurants, with a£20m regeneration scheme

having just been given the goahead to expand it into theLower High Street and offerCheltenham residents andvisitors more leisure, shopping,eating and accommodationoptions.

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4 Coinslot June 13 - June 19, 2014

Industry TO COMMENT ON ANY ARTICLE

Email: [email protected]

Select Gaming’s John Powellbelieves that operators, includ-

ing his own firm, need to step uptheir game. To this end, he is hopingthat Select’s new product G-Squared will put the ‘A’ back intoAWP. He told Coinslot: “We’re not inthe high stakes market. We want toensure that the next raft of G-Squared product goes through allthe necessary stages of approvaland the only thing that is holding usback at present is capacity. We caneasily rectify that, however, byinvesting in more factory units.”

Powell added: “Competitiondrives all industries - the single sitesector is no exception. We’re realis-tic enough to know that not everysingle product we operate will suit

everyone’s needs. We’ve been ableto develop G-Squared fromscratch, use it in our operations,then take it back and re-do it. Everyproduct we take to market has toget approval from retailers and alsogain trust from our customer base.”

He continued: “We’re very luckyinasmuch as our workforce isyoung, ambitious and flexibleenough to be able to move frommanufacturing to operation. We’vealready exceeded our own expec-tations of 2014 and we’ll be happyto see moderate growth in 2015.”

Powell believes that the keything for Select Gaming is to get G-Squared right. He explained: “Itwon’t stop us operating machinesfrom the major players like Bell-

Fruit et al, but we want to manufac-ture a product that competes. Thecustomer is king - we must providethem with what they want - and thatmeans satisfying both the retailersand the players. Replayability isvital and we would want to putsomething out that doesn’t hit thespot.”

The experienced operator con-cluded: “Park Avenue’s organisers,Electrocoin and UDC, deserve a lotof credit for making the effort tokeep it going for so long. The econ-omy is certainly much healthierright now. The pub market is begin-ning to show signs of recovery too,especially among the larger retail-ers. It’s certainly looking betterthan it was 10 years ago.”

Powell looks to take advantage of healthier economyOPERATIONS

Both Astra Games and EmpireGames were quick to praise the

efforts of the Open Day co-organis-ers Electrocoin and UDC. The twofirms were joined at the show bysister companies Bell-Fruit Gamesand RLMS Sales.

Alan Rogers, sales and marketingdirector, Astra Games, stated: “AstraGames would like to say a heartfeltthank-you to John Stergides and histeam at Electrocoin for their hardwork and endeavour in puttingtogether yet another fantasticannual Open Day event. In keepingwith recent years, there was a goodcrowd of quality people gatheredtogether from the industry ranks. Itafforded us an ideal opportunity toshowcase our latest products and,vitally, listen to ideas and feedbackfrom some key customers.”

Craig Beer, managing director,Empire Games, added: “We are obvi-

ously very grateful to have beenafforded the opportunity to exhibitour two current models, Ten Ten DoIt Again and Gold Run at this year’sPark Avenue Open Day. Both gameswere given a warm welcome whichwas hugely encouraging. It’s alsoworth acknowledging the efforts oforganiser Electrocoin who did agreat job in bringing so many indus-try people together to network andconduct business.”

RLMS Sales’ MD Phil Boultonadded: “We had another great day atthis year’s Park Avenue gatheringand our thanks go to John, Kevin andall the team behind Electrocoin andUDC who put so much effort intoorganising it. For ourselves, our pres-ence there is largely social catchingup with a few customers and sup-pliers, but also for us, very useful inseeing some new product displays.A few sales were also done, a won-

derful barbecue and I also won asigned 1-D t-shirt in the Rays of Sun-shine Raffle. How could the dayhave been any better? Long maythese annual events continue!”

Kevin Weir, from Electrocoin, wasbuoyed by the overall attendancelevel as well as the number of firmswho supported the event in bring-ing their latest machines along.

He concluded: “We wereabsolutely delighted with the atten-dance at Open Day and we wouldlike to thank everybody who madethe day a success especially oursponsors. Park Avenue Open Day isa major event and the contributionthat we receive from our sponsorsenables us to provide the environ-ment that makes the day what it hasbecome, in other words, the biggestgathering outside of the ExCelshows. We look forward to welcom-ing everybody back in 2015!”

Major manufacturerspraise Open Day efforts

EVENTS

Another bumper yearfor the longestablished ParkAvenue Open Dayas industrystakeholdersgathered in Londonwith a sense ofoptimism on theindustry horizon

REGULATIONS

The Gambling Commission’s‘primary purpose’ stipula-

tions, which were introduced tocurtail gaming machine-only bet-ting shops, have been heavily crit-icised by the First-Tier Tribunal,which has redefined the way thatmachine heavy LBOs will be reg-ulated in the future.

Operator Luxury Leisure hassuccessfully appealed against theGambling Commission’s use ofprimary purpose when review-ing the licence on its Newcastlebetting shop ‘A1 Roulette’, in adecision which throws intodoubt the whole concept.

The licence for the premiseswas originally provided by thelocal magistrates and overtlymaintained that it was for the pro-vision of FOBTs. Luxury Leisurehas since attempted to conformto the Commission’s require-ments and offers betting on Bet-fair via a terminal along withscreens and the Racing Post. How-ever the betting activity seems toequate to 72 slips a week causingthe Commission to deem bettingas not the primary purpose.

First Tier Tribunal President NJWarren found that Condition 16means no more than what theplain words of what it says that isthe provision of ‘sufficient facili-ties for betting’. He criticises theambiguous use of the phrase ‘pri-mary gambling activity’ and theCommission’s belief that Condi-tion 16 means at the very leastthat betting should have morethan a ‘token’ presence.

The judge said: “I have con-cluded that I cannot accept thesubmission made on behalf of theCommission. The first and sim-plest reason for this conclusion isthat the construction inserts intothe condition, without justifica-tion, words which are simply notthere. It seems to me that thewords to be applied are the plainwords of the condition.”

This decision means that a bet-ting shop is not in breach of itslicensing conditions if gamingmachine activity is greater thanOTC betting activity - at leastuntil the Commission decides tohave another consultation onCondition 16.

Tribunaldismissesprimarypurposeconcept

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INDUSTRY AMUSEMENTS LEISURE B2B COMMENT NEWSWEEK

REPORT The UK Kiddie rides sector isenjoying more vibrant times, but where is thekey focus? 14

Swan Events’ Karen Cooke hasnoted a lot of positivity permeat-

ing the coin-op industry because ofthe state of the economy and thatthe time is right for an additionaltrade event this year. She toldCoinslot: “Stakeholders believe thatthe time is right to put on a show inthe autumn. There’s a need for anevent in October, driven by the UKmarket for the UK market. We’reorganising the Autumn Coin-Opshow on 15-16 October because sev-eral industry stakeholders, lednotably by Harry Levy, have specifi-cally come to us and requested thatwe do so.”

Cooke added: “In many ways,we’re going back to the roots of theindustry and because of this one ofthe criteria for exhibiting is that thefirm must be UK-based or have a UKoffice. We aren’t marketing the showoutside the UK as it is aimed

squarely at the UK sector – in con-trast to the EAG, which is a success-ful international event.

“The layout of the exhibition hallmeans that there is f lexibilityregarding stand size and while thefloor plan is looking really good atpresent (and features the likes of

Crown, Reflex, Embed, RLMS, Ulti-mate Fan, SB Machines, InnovativeTechnology, Electrocoin, JNC,Sound Leisure and Harry Levy),there’s still time for other firms toget involved.

“The industry stakeholders whocame to us all said the same things.They wanted the venue to be in westLondon and for it to have a bar andhotel on site. We’ll be offering dis-counted hotel rooms and tours ofChelsea FC. We did investigate anumber of different hotels, but mostof them just weren’t modernenough.”

With a backdrop of the generalpublic actually beginning to spendmore and UK inbound tourism look-ing good, Cooke believes the time isright. She concluded: “The bottomline is that we would never put onevents that the industry didn’t want.We always work with the industryand this will be an event that is heldwith that firmly in mind.”

Cooke aims to capitalise on industry positivity

EVENTS

new Tourism Coun-cil has beenlaunched by the

government. Launchingthe council at the BritishHospitality AssociationSummit in London on June6, the DCMS’ Helen Grantsaid the council will be a‘joint industry and govern-ment partnership’ thatfocuses on jobs and skillsdevelopment, as well aslooking at some of the reg-ulatory issues facing theindustry. The council will

be chaired by Grant, skillsand enterprise ministerMatthew Hancock andHilton Worldwide EMEApresident Simon Vincent. Itwill meet quarterly, withthe first meeting due totake place on July 10.

“We truly believe thisnew council could bringabout a step change intourism,” said Grant. “It willbe a vehicle for us to be ableto listen to you and forindustry to tell us exactlywhat you need.”

Hancock said thetourism and hospitalityindustry was importantnot only because of its con-tribution to employmentand economic growth, butalso because of the socialvalue it has to Britain. “Wewant to support thetourism industry acrossgovernment and make sureit is plugged into the helpit needs,” he stated.

Vincent said the counciloffered a ‘unique opportu-nity’ to put tourism at theheart of the government

agenda. “We have to rein-force the UK’s position onthe world stage as an attrac-tive place to visit withunique attractions,” he said.

He added that he wouldensure the new councilwould address the biggestcommon issues facing theindustry, with the aim to set‘realistic goals’ ahead of thegeneral election.

BHA chief executive UfiIbrahim said the councilwas the result of threeyears of industry lobbyingfor recognition of theimportant role thattourism plays to the UKeconomy. “Tourismemploys close to three mil-lion people and is set tocreate 300,000 new jobs by2020 and 60,000 newopportunities for 18-25year olds. This is an indus-try that deserves to be atthe heart of government.”

She added that a similargroup set up in the US byBarack Obama had a ‘hugeimpact’ on the success ofthe US tourism industry.

Government launchesnew Tourism Council HOSPITALITY & TOURISM

The government hasannounced theformation of aTourism Councilwhich will seeregulators andindustry worktogether for thegrowth of the UKhospitality andtourism trade.

A

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Pubco JD Wetherspoonhas opened its sixth

venue at Heathrow airport.The £1.9m pub, the FlyingChariot, is the company’ssixth pub in the airport andwill create 50 jobs.

The new pub will be

open from 4am until afterthe last departing flight,seven days a week. It is onthree floors, theground/concourse, mez-zanine and tower, with abar situated on both theground and mezzanine

levels. The company said it

had put a heavy emphasison design. It will have atower with fixed tele-scopes for customers tolook over the runway andboarding gates and a

number of features,including a tower whichcan be accessed from thecustomer area. Cus-tomers will be able to lookout over the runway andboarding gates using fixedtelescopes.

AWARDS

Cate Rodden, general man-ager of Nottingham’s oldest

casino, the Grosvenor Casinoin Maid Marian Way, has beenshortlisted for the finals of theWomen in Gaming Awards -part of the InternationalGaming Awards.

Rodden’s first job in theindustry was as a casino recep-tionist - her first step on theladder of a successful career inthe gaming industry.

Now, she has been short-listed for an international award- not for what she has achievedin the past but for what shestands to achieve in the future.

Rodden, who has beenshortlisted for the accolade ofStar of the Future, manages 80staff at the venue. She toldlocal press: “It’s about the evo-lution of casinos. We’re alwayslooking to be innovative in ourapproach. The future is goingto be very bright for Notting-ham. I see Nottingham as an

opportunity to create a verysuccessful business.”

“When I first started, casinoswere hidden away but they area much more mainstreamleisure activity now, an alterna-tive to going to the cinema orthe local pub,” said Rodden,who began her career in 1991 -the same year the venue inMaid Marian Way opened.

“We get all different walks oflife. There’s stags and hens,couples who come in for dinner,birthday parties, all different

ages. People can come andwatch the football and lastweekend we had the boxing.There are responsible gamblingpolicies in place. We are trainedto spot problem gamblers,”said Rodden, adding thatcroupiers were also trained tospot cheating.

Next month, Grosvenor staffwill be taking part in a charityevent in aid of the Carers Trust,when Rodden will play pokeragainst the general manager ofBeeston’s Mecca Bingo.

aunched on June 3, anew system nowallows Punch part-

ners to access coin-opmachine activity reportsexclusively through thePunch Buying Club website.

Partners will be able tolog in and view the machinehistory for their pub tounderstand how muchprofit from machines theyare making as well as identi-fying trends to maximisetheir machine profitability.

This new feature will alsobe accessible to pubaccountants whererequested, and will also pro-vide financial informationrelating to machine gamesduty and VAT.

Julie Clamp, machines

development manager atPunch Taverns, said: “Thisindustry-leading tool hasbeen launched as a directrequest from our partners,a number have foundmachine games duty diffi-cult to understand andaccount for and fits withinour strategy to providegreater, more personal sup-port for our partners.

“This functionality it isfree and can be accessed24/7 and it is very simpleto navigate. Partners caneasily move between toplevel or machine-specificdata to review their over-all machines offer and itcan particularly save part-ners time when complet-ing tax returns.

RESORT REPORT

A£10m restoration ofcoin-op stronghold

Morecambe’s sea wall willbegin this autumn. Thewave reflection wall will berebuilt in three 18-monthphases after suffering a bat-tering in the recent storms.The wall was installed inthe 1980s and is now show-ing signs of cracking.

The first phase willrestore the sea defencesfrom Happy Mount Park toLord Street, near GalaBingo.

Subsequent phases will

cover the stretch ofseafront between the Mid-land Hotel and OakleyRoad. Funding came fromthe Environment Agency.

Andy Shore, NW CoastalEngineer for the Environ-ment Agency, told localpress: “The weather wehave experienced acrossthe country over recentyears highlights howimportant it is for commu-nities to be prepared forflooding. Work on the wavereflection wall will ensurehomes and businesses con-tinue to be protected formany years to come.”

Nottingham casino manager shortlisted for international accolade

Morecambein £10minvestmentboost

Wetherspoonopens its sixthoutlet at Heathrow

PUBS

Pubco launchesmachine reporting suite

Punch Taverns, one of the UK’s leadingpub companies, has launched a newMachine Reporting Suite for its partners tomaximise their machine activity and income.

SINGLE SITE

L

2372-p06-industry_Coinslot NEW 10/06/2014 13:15 Page 1

hile it is still a nichesector within theoverall coin-op land-

scape, pinball’s mini revivalis set to continue later thissummer as its landmarkannual event takes place forthe fifth time. AndrewHeighway, UK Pinball Partyorganiser, stated: “We have ablock booking of rooms thisyear but once this alloca-tion has gone then therewill be no more rooms avail-able as the hotel is fullybooked.”

He added: “Every year webring a top pinball celebrity

over from the USA to be ourguest-of-honour for theweekend. It gives me greatpleasure to announce thatour special guest for 2014is none other than gamedesign legend BarryOursler, who designed clas-sic games such as Solar Fire,Defender, Cyclone, Pin*Bot,Hurricane, Dirty Harry,Jack*Bot and Junkyard, toname but a few.”

The 2014 UK PinballParty Gala Dinner takesplace at 8.30pm on 30August in the FUEL Restau-rant. Heighway continued:

“Every year we try toimprove the Party experi-ence for our guests and wealways listen to feedbackabout how we can improve.In 2013, we received feed-back that although the qual-ity of the food was first class,there were long delaysbetween courses for thegala dinner.”

So, for 2014 there is a newformat - there will be athree-course buffet dinnerinstead. The after dinnerspeeches, including the talkby guest-of-honour, BarryOursler, will start earlier.

A Late Night Pinball Ses-sion, scheduled for 30August 2014 from midnightuntil 3am, is new for 2014and is specifically aimed atrewarding the many peoplewho directly support theParty over the weekend.Heighway explained: “Any-body who loans at least onemachine to the Party overthe weekend will receive afree entry to this session.Anybody who directlyhelps over the Party week-end, whether it be in theadministration of the event,the tournaments or who

directly help in another way,will also receive free entryto this session.”

This session is open topeople who do not fall intoeither of the above cate-gories for the price of £15per person, for the session.This money will be donatedin full to the Party’s chosencharity this year.

As usual, there will be avariety of tournamentstaking part over the Partyweekend, including thenation’s premier pinballtournament – the UK Pin-ball Open.

PHOTO BOOTHS

Photo booth specialistPhoto-Me has sold of

part of its head office siteat Bookham, Surrey. Thecompany exchanged con-tracts with Shanly HomesLimited for the sale ofvacant land at Photo-Me’shead office site inBookham last week.

The land being sold isapproximately 8,900sq.m(approximately 2.2 acres)immediately adjacent to

Photo-Me’s head officebuilding. The building is notbeing sold and will remainits corporate headquarters.

SHL will pay Photo-Me£4.2m in cash on comple-tion, which is due to takeplace in a month’s time. Inaddition, depending onwhether SHL has to carryout certain environmentalremediation work on thesite, SHL may pay Photo-Meup to a further £50,000.

The book value of the

land being sold is £0.7mand therefore the profit onthe sale (before costs) willbe approximately £3.5m.

The net proceeds of salewill increase Photo-Me’snet cash position and willbe retained by Photo-Meuntil its board decides onwhether to invest them inthe business or returnthem to investors. Asidefrom this, the sale will nothave any significant effecton its business.

Photo-Me sells part of its head office site

UK Pinball Partyto celebrate 5th anniversary

Five years on since the first UK Pinball Party, this year’s event takes place at the Puma Daventry Court Hotel inNorthamptonshire from 29-31 August.

PINBALL

As well as showcasingthe successful video

game Transformers,Sega introduced twonew members of itssales force at ParkAvenue. Liz Padgett, ex-Jolly Roger and Whit-takers, and DarrellWebb, formerly of AMGLeisure, have both beenrecruited to boost thefirm’s UK sales division.

Sega’s Justin Burkeconfirmed: “Theprocess of recruitingtwo new sales peoplewas an arduous andtime-consuming one aswe wanted the best pos-sible people, but in Lizand Darrell we’ve gottwo excellent recruitswith a number of yearsof industry experiencebetween them.”

He added: “Along withTransformers, whichhas been the numberone video game of theyear, sales for DownThe Clown have beenoff the scale. It hit themarket just at the righttime. Some of the cash-box figures we’ve seenon this make your eyeswater. Following onfrom last year’s hit MilkJug Toss and Whack AWin, the whole ‘carni-val’ style genre ofgames have really cap-tured the imagination ofUK players.”

Segagoes forsalesexperience

APPOINTMENTS

W

2372-p08-industry_Coinslot NEW 10/06/2014 13:21 Page 1

Dedicated to the UK market.Relaxed, sociable & friendly.Review this year’s products

& preview next.

www.coin-opshow.co.uk

15th & 16th October 2014 Chelsea Football Club

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FEC

Amusement and leisurebusinesses in Norfolk

seaside resort Cromer arestill picking up the piecessix months after it wasrocked by its highest tidessince 1953.

The Dunes Arcade, nextto Cromer’s funfair, wasone of many hit by a pow-erful tidal surge lastDecember and will not beready to open for thesummer season.

All of the Dunes’ 60

amusement machineswere destroyed and thewaves were so powerfulthey caused around

£800,000 worth of damageand left only the shell of thearcade standing.

Operator Triangle

Amusements has begunwork on a “completefacelift” of the building,but it will not be able toopen until next Easterbecause of repairs to theCromer sea defencestaking place betweenOctober and March.

Although not fully open,the outlook for the GradeII-listed Cromer Pier is mar-ginally more positive.

It had seen woodenplanks ripped up and thebox office, shop and restau-rant at the front of the pier

ruined by last year’s storm.Rebecca Wass, general

manager of the pier,explained to local press: “Itis nice to see the theatrecoming back alive again.There is quite a buzz. Overthe last six months wehave had a lot of help fromthe community.

“There have been sometimes that have been quitetense but now we have gota building schedule inplace and we aim to befully open by the end ofsummer.”

he government hasfaced criticism overspending cuts to

flood defences during aparliamentary debate onflooding in the North East.

Tom Blenkinsop, LabourMP for MiddlesbroughSouth and East Cleveland,told the House of Com-mons the coalition was notdoing enough to protectvulnerable communities inthe region.

He cited the example ofSaltburn, where tidal surgeslast December damagedthe amusement arcade onSaltburn Pier so badly it hasyet to reopen for business.

Blekinsop said:“Although flooding is athreat in much of England,research by the JosephRowntree Foundationdemonstrates that there is a

clear north-south divide interms of socio-spatial flooddisadvantage, and that theNorth West, North East, andYorkshire and the Humberhave flood vulnerabilitiesabove the English mean.That risk has not been metby government investmentin the North East.

“As of January 2014, gov-ernment funding for flooddefences was forecast to belower in both nominal andreal terms during the cur-rent spending period thanduring the previous spend-ing period, and the Com-mittee on Climate Changehas calculated that that rep-resents a real terms cut ofaround 20 per cent.”

Saltburn Entertainments,the amusement arcade onSaltburn Pier, was left witha huge repair bill when high

tides caused sea water toburst through the floor andflood the building.

Owner Grant Seldon hadinvested over £250,000since buying the businessin 2011, but, as Blekinsoptold parliament, thedamage was so extensive itdid not open for the Easterholidays this year.

Blekinsop criticised theway the government hadallocated money to flood-hit areas, saying that areassuffered flooding beforeDecember 2013, such asRedcar and Cleveland,were unfairly excludedfrom any funds.

He commented: “Afterthe prime minister’s“money is no object” claimI wrote to the under-secre-tary of state for communi-ties and local government,

the honourable memberfor Great Yarmouth, regard-ing the government’shighly publicised counciltax relief for flood victims,only to be told that my con-stituents would not qualifyas it covered only “severeweather in December, Jan-uary and February 2014”.

“That seems whollyunfair to me, to local coun-cillors of all parties, and tolocal residents. The govern-ment are refusing to sup-port local residents byproviding centrally fundedcouncil tax relief for thesole reason that - in theireyes - those people wereflooded three months tooearly.

“The effects of floodinglast long after the water hassubsided and the effectscan last almost indefinitely,

causing lasting financialand emotional damage. Thegovernment must act toprotect all householdsfrom the damaging effectsof flooding, not just inurban areas or where thereis a high media presence.”

Responding, Dan Roger-son, parliamentary under-secretary of state forenvironment, food andrural affairs, said the gov-ernment was continuing toinvest significant amountsin new flood defences andworking in partnershipwith local authorities.

He said: “No matterwhere people are in thecountry, we are spending todeliver more protectionfrom coastal river flooding,and, along with localauthorities, tackling issuessuch as groundwater too.”

PIERS

Work to prepare for theconstruction of

Brighton’s seafront i360tower attraction hasbegun with the removal ofthe ruined West Pier’scolumns.

While the rest of thestructure will remainstanding in the sea, thecolumns are to be storedand reused as part of alandscaping project tosupport the area’s redevel-opment and the i360.

No start date has beenset for construction of thenew attraction, which willraise visitors in its viewingpod 600ft above Brighton,but the West Pier Trustsaid it expected work tobegin this summer.

Funding for the projectwas given a boost inMarch when Brighton andHove City Council agreedto lend it £21.4m, to add tothe £14.8m alreadyagreed.

Rachel Clark, chiefexecutive of the West PierTrust, said: “Some of theoriginal structure will re-appear in the i360 scheme,including the two tollbooths which stood at theentrance of the pier. Thesewill be restored and rein-stated close to their origi-nal positions.

“We are delighted thatthe toll booths will berestored and that the areais now being made prop-erly safe and accessible inpreparation for i360 con-struction later thissummer.”

Brighton’sWest Piercolumnsgive way toi360 project

Cromer FEC still counting cost of storms

Governmentcriticisedover flooddefencespendingcutsSEA DEFENCES

With amusement arcades amongst the many business hit by coastal flooding, the government has been told itneeds to do more to protect those at risk.

T

2372-p10-11-Amusements_Coinslot NEW 10/06/2014 13:28 Page 1

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Atourism expert hasrevealed that tourism in

England actually increasedduring the course of thelast recession.

Louise Stewart, VisitEng-land strategy and develop-ment officer, told aconference organised byBournemouth’s NationalCoastal Tourism Academy

that visitor numbers grewdespite parlous economicconditions.

However, she warnedthat more needed to bedone by destinations -including seaside resorts -to increase their appealwith holidaymakers.

She commented: “Wecan’t fix the weather or

the economy but lack ofknowledge and broad-brush prejudices can pre-vent holidaymakersconsidering much of Eng-land.

“Many people’s geogra-phy is very bad. Largeswathes of the countryare unfamiliar and theydon’t expect them to be

appealing.“There’s also very

patchy awareness evenamongst the self-pro-claimed, more knowledge-able empty-nesters. Asurprising number ofpeople don’t know what’s

on offer - even in resortslike Bournemouth.”

Samantha Richardson,director of the academy,said: “In our first year andwith only a small team ofnine, we have achieved anumber of successes.

“But there is alwaysmore a coastal touristresort can do to attractnew business and I wouldbe delighted to hear fromany business that wouldlike to work with us to dojust that.”

VisitEnglandreveals tourismrise duringrecessionTOURISM

2372-p10-11-Amusements_Coinslot NEW 10/06/2014 13:29 Page 2

Coinslot JUNE 13 - JUNE 19, 2014

12

B2B

Report ... Park Avenu

ohn Stergides, whose companyElectrocoin co-hosted the ParkAvenue Open Day, described the

reaction to his firm’s latest category-strad-dling game as “one of the best ever.” Elec-trocoin’s Bar X 7even Extra can be playedas a Cat C Lite game, Cat C or Cat D. Stergidestold Coinslot that the industry haddemanded such a machine and that Elec-trocoin had worked hard with Bell-Fruit,who are manufacturing the product, tokeep the cost down. The result of theseefforts is a reel-based game which is pricedat a comparable level to 20 years ago.

“We wanted all the features to be avail-able, including a community gaming ver-sion further down the line, while all thetime ensuring that it was better than anyprevious model. The various stake andprize levels will suit operators’ customers,”said Stergides.

The industry veteran told Coinslot aboutwhy he believes Electrocoin has managedto keep trading after 40 years in a contract-ing sector. He revealed: “We’re one of thefew remaining distributors and manufac-turers still involved with every sector andwe have to go the way the market wants.For example, we’ve shifted our emphasisto gaming and redemption rather than

video games. We have, however, beenpleased with the way the latest pinballgame, Star Trek, has been received.”

He added: “We’ve always been very ambi-tious, and having good relations with oursuppliers - such as Tecnoplay and Stern toname but two - and our competitors helps.We’re looking to take advantage of the eco-nomic recovery.”

He continued: “There has of course beena movement towards £1/£100 Cat C prod-ucts too, but people are still waiting to seehow it will perform. It was slow to startwith, although it worked in the pub sectorstraight away. We’re currently looking atbringing some products featuring facialrecognition to market.”

Stergides believes that being an inde-pendent company has helped safeguard hisfirm’s longevity. He explained: “We all havea passion for the business at Electrocoin. Ibelieve that because of our independencewe can make our own decisions. We’re notalways right, but we do truly believe in thisbusiness. The on-going support of our cus-tomers and our suppliers gives us the impe-tus to carry on.”

Electrocoin has invested significantly inR&D in the last 12 months. “We’ll hopefullyreap the rewards for this very soon. R&D is

the future - without R&D there is no future.The recession caused us a lot of problems,like everyone else, but we are still here.Everyone has been impressed by the prod-ucts we’ve had on show today (includingBar X 7even Extra, Bar X Station, three-player Super Reels, Galileo Ticket EaterTwin from Elmac, Spongebob SquarepantsHit The Beat and Mini Motor Arcade).

He concluded: “I have confidence in ourteam. Other companies need 100 people todo what 25 do at Electrocoin. We’ve waitedfor ages for the economic storm to blowover, and now we’re on the attack again.”

The Northern Showcase was good forCrown Direct, according to managing

director Dean Harding, and the firm is nowwaiting to see what Whitsun weekbrought and looking forward to the mainsummer season.

Harding stated: “There’s some greatgaming (B3) products out there from thelikes of Astra, Blueprint and Bell-Fruit. It’sstill early days, of course for the new Cat Cproducts but I have to take my hat off toProject for having a real go at it. They’realready producing a number of differentstyles of games, all of which are feature-packed. I am confident, however, that themajor manufacturers will tweak their CatC offering and put it right. Park AvenueOpen Day presents a good chance to

catch up with people, show support andwilling. It’s always a good networkingevent and we’ve taken a few orders.”

In wider industry terms, Harding added:“There’s the on-going issue with B2machines of course and research findings

are coming out at the end of the yearregarding the new government move ofmaking players who want to stake £50 ormore on a FOBT do their transaction at thecounter. If this is deemed acceptable onthe high street in LBOs then AGCs musthave parity. Other than that, there are nobig legislative changes coming up.”

He concluded: “While I’m happy withour position in the market, I’d like themarket to be bigger and more active. Interms of upcoming shows, it’ll be interest-ing to see what happens at the AutumnCoin-op Show in October as some UKcompanies have already committed to goto the EAS and IAPPA. In terms of support-ing industry events, we will do so as longas we see a return on our investment.”

Stergides underlinesbelief in coin-op sectorDespite the effects of the Gambling Act, the Smoke Ban and thedouble-dip recession, Electrocoin continues to trade after 40 years.Its chairman and co-founder John Stergides believes that there areseveral positive signs for his firm and the wider industry.

ELECTROCOIN

Harding looks to summer season with optimismCROWN DIRECT

Essential Guideto Category CMachines Next Week

JUNE 13 - JUNE 19, 2014

14The Essential

Guide to Kiddie Ridesand child’s

play

24B2B listingsand industrymarketplace

26This week’s

machinecharts

27Classified

sales, job andbusiness

opps

J

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13

B2B

enue

Avonmouth-based import/export supply giant JNC Sales showcasednew kiddie ride Wonderland Express at Park Avenue, along with a

scaled-down version of the whacker game Galaxy Garrison. Both prod-ucts are manufactured in Taiwan, one by Tecway, the other by Feiloli.The company’s Gary Newman told Coinslot: “We’ve done three or fourcontainers already and we’re adding simulated smoke - which adheresto all the health and safety requirements - to the next consignment.”

He added: “The little Galaxy Garrison is ideal for any location asit’s so small. It has a tiny footprint and works well on the end of rec-tangular pushers.”

The company’s Brian Marks told Coinslot: “Wonderland Express’svideo screen attracts kids like nobody’s business and because theproduct is so big and brash it comes across as a hybrid of a video gameand a simulator when in reality it’s simply a striking kiddie ride.”

He concluded: “We had a good show in January and business in theUK has been strong. I think this is down to the fact that we supplyeverything across the board. Furthermore, if we spot a gap in themarket we’ll import it from the US or the Far East. We’re still very activein rebuilds and refurbs. At the end of the day, we do a lot of recycling!We perform a very important function in both our industry and theeconomy in general, while employing a lot of people in the process.”

Steve Bierrum, whose firm GenesisGames is Amatic’s exclusive UK dis-

tributor, has definitely noticed thingshave been picking up in the last 12months. “Since we’ve been working withAmatic, the products have evolved intostrong components of both the Cat B3and Cat C sectors, the latter of which hasproved exceedingly positive since the£100 uplift,” he told Coinslot.

“We have a lot of input regarding thelegislative side of product developmentas of course there are a number of fun-damentally different requirements forAustria, where Amatic originate, and theUK. Furthermore, there is the issue oflanguage and interpretation.

“I’ve personally supported ParkAvenue for 25 years and obviously I’veseen a number of changes in that time.In the 1990s, when I was vice presidentof Konami, for example, the show wasstill dominated by video games. You’d seea much larger European contingentattend. I had that many people come andsee Konami we took over the whole ofthe local curry house when we went outfor a meal together!

“What we’ve found with our productsis that through data analysis we’ve hitupon the most efficient gaming algo-rithms in terms of the levels and fre-quency of payouts. These appeal to thegeneral public, especially those who likeplaying B3 machines. We’ve proved thatfor a decade now.

“In terms of looking ahead, terrestrialproviders of Cat C, B3 and so on mustbe aware of online gambling develop-ments. In fact, some companies willsupply terrestrial content throughonline downloads. The advent of onlinecasinos will of course affect the terres-trial landscape too, but so long as thereare good machines and good locations,the online offer won’t eat into that. Theweakest products and companies, how-ever, as in all industry sectors, willsimply go to the wall.”

Toby Hoyte of jukebox content provider Soundnetwas upbeat about the prospects for one of the UK’s

most enduring coin-op sectors. He told Coinslot: “Whatthe most recent deal with Sound Leisure and EssexLeisure proves to us is that everyone has renewed confi-dence in buying.

“People have got over the recession and are lookingat their business - small and large companies alike. We’retaking orders every day. Things are definitely looking up,certainly jukebox-wise. They’re a good investment andnowadays operators are working the machines better.They know that they have to keep the tracks bang up todate. Operators who monitor their jukeboxes efficientlyonline tend to do 15 per cent better in terms of cashboxon average.

“We’re here to showcustomers that we’reon the up. Charging amonthly fee for tracksworks for us and we’reof the view that it’s notjust about putting newmachines into the mar-ketplace, it’s also howbest to maximise thepotential of themachines that arealready out there.”

Sweet Amanda’s is an all-singing, all-danc-ing vending machine that, apparently,

has taken the US by storm with a 500-strongcinema chain putting in an order. Seen forthe first time in the UK at the Park AvenueOpen Day, the imposing 16-tube machinecombines vending with photography andfeatures an online loyalty system.

From an operator’s perspective, SweetAmanda’s comes with a complete onlinemonitoring system which alerts, in real time,the operator about the machine’s function-ality, its usage/stock levels and downtime.

The machine allows for both sweet vend-ing, with the sweets being dispensed intocups, and capsule vending, with large spher-ical capsules (think of a size four football)capable of vending, as the US co-creatorRobert Bruck told Coinslot: “anythingwhich fits into the capsule.”

Every transaction sees the customer

having their picture taken and a ticket dis-pensed with a unique code printed on. Thiscode, when typed into the Sweet Amanda’swebsite, allows the user to view their pic-ture and subsequently share it using socialmedia. Furthermore, once the user has reg-istered online, they are automaticallyenrolled in the loyalty scheme which worksalong the same lines as any other retail loy-alty scheme.

While Sweet Amanda’s took centre stage,UDC also unveiled the three player ticketredemption reels game Freddy’s Vacation,Adders & Ladders - a belt-driven coin roll-down piece (both manufactured in Cardiff)and a kiddy ride which also dispenses tick-ets.

The firm’s Matt Bland told Coinslot: “Wetook the decision to go down the family-friendly route some time ago. Redemptionhas come along at a good time. The legal,

technological and social landscape haschanged so much since then. There arefewer middlemen in the gambling sectornow with machines being operated as ter-minals. There’s not as much room for dis-tributors and the way we see it there’s adefinite split between adult gaming andfamily entertainment. The two have gonetheir separate ways. The way we see it is thatyou can’t take your kids into a casino, sowhere else can you take them? Somewherewhere you can win tickets and get a prize.”

GENESIS GAMES

Bierrum seesstrong futurefor land-basedgaming

UDC

Redemption specialistsuper-sizes its vending offer

UDC, which made distributing redemption machines de rigeur in theUK, is now looking to make monster waves in the vending sector.

SOUNDNET JNC SALES

Hoyte buoyed byjukebox uptake

Imports stillproving big hits

2372-p12-13-ParkAvenue_Coinslot NEW 10/06/2014 14:29 Page 2


14

B2B

Kiddie Rides are artLicensedkiddie ridescontinue to bepopular allaround theworld and many still feature char-acters from classic children’s showsof yesteryear. Perennial favouritesTom and Jerry join Mickey Mouseand Wile E Coyote alongside new-comers such as Peppa Pig andPixar’s Cars.

Old and newSheffield-born Canadian designer,Eric McMillan is often credited withinventing the modern ball pit, origi-nally known as a Ball Crawl. Theattraction was photographed forthe first time in the Captain KidsWorld play area at Sea World SanDiego in 1976.

Early CrawlerAmerican company Kiddie RidesUSA has garnered TV coverage byrefurbishing old and broken kiddierides before selling them on to busi-nesses and personal collectors. Themachines are often refitted with cus-

tomised dec-orations andare convertedto run withoutthe need forcoin insertion.

Kiddie ride collectors

Essential Guide to...

FIRST WORD

Political street artistBanksy designed asatirical kiddie ride thathe placed on the fa-mous Brightonseafront. The fully working ride fea-tured a furious dolphin tangled in anet, riding over a split barrel of oil. Itfollowed the infamous DeepwaterHorizon disaster off the coast of theUnited States that saw the equivalentof 4.9m barrels of oil spill into the sea.

Kiddie Rides & Child Play

aolo Sidoli of SB Machines believesthat creating a successful kiddieride involves finding the perfect

balance between three key features. “First,size - neither too large or too small,” he said.“A more sizeable ride will be more attrac-tive to the customer.” Operators fre-quently work with limited space and needto fit in as many machines as they can tomaximise their revenues.

“Secondly, a certain level of interactiv-ity or movement is important,” he said.“Something where the kid can do some-thing to the ride, such as press a buttonthat will create a movement, rather thanjust sitting in it and rocking back andforth.”

The final element, quite simply, is thatthe machine must be have a pleasantappearance. “Third, quite simply, is aes-thetic appeal,” he said. “It’s got to looknice.” There are, however, machines thathave broken all of these rules and gone onto be a success, particularly those that relyon a strong license and, “these are not hardand fast rules,” warns Sidoli, but in generalit’s his belief that these core factors con-tribute to a successful ride.

Making sure to leverage licensed ridesthat don’t lean heavily on polished designis important for any arcade, but it wouldtake a brave and foolish operator whorested his hopes entirely on brandedmachines.

“It’s important to have a product mixin your arcade,” said Sidoli, “ and it’s justas important to have generic rides as wellas licensed rides. It’s about having a mix.”

Certain types of products may not per-form in certain areas and the smart oper-ator will spread his bets. “Whereoperators are chasing returns, sometimes

licensed rides just do not perform,” saidSidoli, “in the same way that some genericrides do not perform.”

This advice has been reaching a wider

audience of late, as SB Machines sees grow-ing interest in modern kiddie rides fromnew sections of the leisure industry. “Sea-side amusement arcades have tradition-ally been our core,” said Sidoli. “However,because kiddie rides are not governed byrestrictive legislation they can be placedanywhere, so we’ve seen interest from anexpanding customer base.”

This freedom has enable SB to supportlocations with unexplored potential. “Alarger proportion of our sales are going toshopping malls, farm parks, and zoos,” saidSidoli. “Basically, anywhere you could calla leisure destination where there’s a foot-fall of children.”

This development comes partially as aresult of advances in technology. “Thepotential has always been there, but theseoperators have never realised the poten-tial of a good quality kiddie ride,” saidSidoli. “What’s happened is that kiddierides have moved leaps and bounds inrecent years, as technology has made ridesbigger, better and more appealing. By thesame token, you’re able to command ahigher price of play. As older rides arebeing removed from operations, peopleare realising how well the newer goodquality rides are performing.”

For its part, SB Machines are able toprovide sites which are unexperiencedin the management of kiddie rids expertadvice on what would be right for them.“Everything that we sell has been exten-sively and rigorously site tested by our-selves,” said Sidoli, “so the customerdoesn’t have to worry.”

Kiddie rides fromfirst principles

Following the basic principles of kiddie ride design, infused with alayer of modern technology has helped manufacturers and suppliesapply their expertise to an entirely new generation of customers.

P

2372-p14-23-Essentials_Coinslot NEW 10/06/2014 16:29 Page 1

A lot has changed in 20 years, but not at

SB machines

The same team is still offering the same expertise and the same high quality product

+44(0)1656 783894 www.sbmachines.co.uk


16

B2B

Essential Guide to ... Kiddie Rides & Child Play

Sector OverviewSWOT ANALYSIS

t’s a straightforward formula. The child spots a brightly-colouredvehicle that’s about the right size for him to ‘drive’. On closerinspection, he realises that the vehicle reminds him of his

favourite cartoon show. He then persuades one of his parents to put thecoin in the slot. The child enjoys the ride for 30 seconds and the coinstays in the cashbox. Welcome to the wonderful world of kiddie rides.

While the concept is as simple as they come, kiddie rides helpchildren’s co-ordination, boost their education, imagination andenhance their creativity. Behavioural benefits are made possible bystimulating children’s minds with kiddie rides. Modern kiddie ridesare highly interactive - many now have video screens and several but-tons and levers - and help children feed their imagination. They are alow maintenance solution for a broad cross-section of entertainmentand leisure facilities.

Providing kiddie rides conform to ADIPS and BACTA stringent safetyspecifications, they can be sited pretty much anywhere, which immedi-ately gives them a competitive advantage against equipment which isgoverned by the Gambling Act. There’s no worrying about hopper star-vation, no headaches from keeping percentage payouts correct and,realistically, not as much threat from would-be thieves who tend totarget the ‘adult’ games.

Supermarkets, shopping centres, shop fronts, cinema complexes,children’s play areas and so on are all established locations for one ofcoin-op’s classic products. As children have become more demandingin their entertainment requirements, the sector has evolved to offer thelatest in interactivity and the most popular and easily-recognisedbranded rides. The interactive rides in the UK nowadays are capable ofgenerating serious income.

Today’s kiddie rides encourage parents with young children into thepremises - whether it is a predominantly retail or entertainment-drivenenvironment and therefore increase footfall - and further spending. Aride can help to increase sales of associated merchandise, such as plushtoys, magazines, books and DVDs). Installing a Photo-Me Kiddie Rideprovides substantial additional revenue at no additional cost.

While on the face of it kiddie rides are garish and old-fashioned, ifpositioned in the right areas they are guaranteed cashbox fillers. Theymay owe a lot to fairground carousels of bygone days, but the modernkiddie ride is sophisticated as you like - both in terms of technology andtheir ability to entice families into a location.

Factor in the ingenious small footprints that the latest, most high-tech products all seem to have as standard issue these days, and thereis next to nothing in the way of drawbacks from an operational per-spective. After all, it’s no secret that fun and play are vital for a child’sdevelopment.

RidethegravytrainIn today’s challenging times, the powerof the ‘steady earner’ cannot beunderestimated. The many and variedstyles of kiddie ride on offer nowadayscan therefore, in the right location, fillthat all-important cashbox.

SWOT ANALYSIS KIDDIE RIDES

STRENGTHS

• Hassle-free operation - no payoutrequired

• Colourful equipment that grabs children’s and parents’ attention anddraws them into any premises

• Safe and fun activity for children andan ‘imagination stimulant’

WEAKNESSES

• Not the quickest ever ROI from anarcade or FEC operator’s perspective

• Character rides, which can be expen-sive to produce and acquire a licencefor, run the risk of falling out of fashion

OPPORTUNITIES

• Many new kiddie rides now haveticket-out as an additional incentivefor repeat turns

• Literally thousands of diverse retail,leisure and entertainment sites avail-able

• Manufacture, creativity and innovationnot constrained by historical prece-dent or stake/prize requirements

THREATS

• Ipads and smartphones are becomingmore popular among younger chil-dren, thus putting pressure on manu-facturers and operators to offer moresophisticated machines

• Cheaper manufacturing in China could put a strain on European manu-facturers

• Arcade and FEC closures

While it’s difficult to wax lyrical about a pretend train, busor racing car that wobbles about for 30 seconds before

juddering to a halt, it’s very easy to understand the enduringappeal of kiddie rides. Save some extremely draconianmoves on the part of the government, there’ll always beplenty of toddlers knocking about the UK who are desper-ate to board a brightly-coloured vehicle that’s just the rightsize for them.

As all parents reading this edition of Coinslot B2B will read-ily testify, that Postman Pat/Bob The Builder/In The NightGarden ride parked in the entrance to your local supermarkethas serious appeal to kids not quite old enough to startdemanding credit on their smartphones. Like that modernclothes horse the exercise bike, it might be rooted to the spot,but to a bored child who’s up for becoming an integral part ofa cartoon adventure for a wee while it has more pulling powerthan a page three model wearing spray-on clothing.

There is something inherently compelling about the waythat manufacturers have the ability to take a mundane themesuch as a car or bus and be sufficiently inspired to produce anelectro-mechanical device that draws kids like chavs to bling.

Thankfully, the Jolly Rogers, SB Machines, Leisure Engi-neerings, JNC Sales and World of Rides of this world haveconsistently done this for years, giving the coin-op sector asteady succession of brilliant rides that have pretty muchalways earned good revenue albeit not at breakneck speeds.

In a world where things change by the second, kiddie rideshave at least retained a modicum of simplicity. While the restof the leisure sector has gone all wireless and multimedia,your average kiddie ride is still very much a plug and playexperience that demands little input from the operator. Themost we could and should expect, therefore, is a bit of inter-activity to spice things up a little. Add an ‘interactive’ screen,position a couple of levers and buttons and you’ve got your-self a child magnet.

So, while operators continue to seek out ‘superstar’earners in a bid to fill up their cashboxes quickly, there isthe inevitable danger that the bread and butter equipmentgets left behind.

The models that have been standing outside thefrontages of arcades and FECs have probably taken goodmoney over the years, and will likely do so for some time tocome. Like every other area of coin-op, however, even theslow burners too need freshening from time to time. Alongwith the cranes, they’re the first line of contact with yourcustomers and as the old cliché goes you don’t get asecond chance to make a first impression.

forewordalex lee

VIEWPOINT

Hydraulic frolics

I

While kiddie rides become ever moresophisticated, they’re still renowned in industrycircles for being resolute, attractive to their targetmarket and - in an era of having to work harderand smarter - pretty straightforward to operate.


Jolly Roger (Amusement Rides) Limited

Skegness Factory, Heath Road, Skegness Industrial Estate, Skegness, Lincolnshire. PE25 3SU. Tel: +44 (0) 1754 896 800 • Fax: +44 (0) 1754 610 066 • E: [email protected]

www.jolly-roger.co.uk

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18

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Market Analysis

Combining kiddie rides withchild’s play areas creates

reciprocal benefits, accordingto Northern Leisure productionmanager, Gareth Jones. “They gohand in hand,” he said. “Both areaimed at the same age group.Child’s play areas offer a fun andsafe environment, whilst addingto the excitement and variety ofapparatus and attractions for the child. Achildren’s play centre with the added aidof a kiddie ride can help to exercise chil-dren’s imaginations within their world ofplay.”

It’s important to design rides that attract,excite and entertain young children. Above

all, however, Jones says that “playa-bility” is key. “A game or activ-ity has to be fun and exciting

for younger children,” hesaid, “and the aestheticsmust be colourful and

engaging.”Those aesthetics

can often be aug-mented by the addi-

tion of a well knownlicensed character.Kids are more likelyto jump onto a ridethat features stars

from their favouritefilms and TV programmes.

While many suppliers still stock astrong range of un-licensed rides, Jonesmaintains that cost-savings and develop-ment are the only motivating factor forinvesting in these products.

“A generic ride cannot offer anythingover a licensed ride, except the fact that

there are no royalties to be paid by the man-ufacturer,” he said. “This then allows thatmoney to be invested in further technol-ogy and attractions, within the final prod-uct, for a price that’s equal to a standardlicensed piece.”

The world of kiddie rides continues toevolve, as the sector embraces moderntechnology and incorporates it into thistraditional for of entertainment. “There isall kind of technology at work in kiddierides these days that would never havecrossed a manufacturer’s mind some yearsago,” said Jones. “Electronics and mechan-ics have evolved so much within the indus-try. The evolution in mechanics allowsome rides to have motion which is muchmore complex, with multiple axis formovement. Electronics lend their hand toentertainment on the ride, but also poweradvances which contribute to the operat-ing of the machine, such as intelligent con-trol systems and complex electronicpayment methods.”

oinslot: How important is it for oper-ators to provide rides and attrac-tions that appeal to kids of all ages

over the summer months?David Robinson: It is hugely important for

all operators of family leisure facilities to pro-vide rides and attractions for the whole familyand in particular for the 3 to 10-year-old agegroup.

One of World of Rides’ most popular familyrides for this age group is the range of batteryF1 Racing Cars, MotoGP Trikes as well asBumper Cars and Bumper Boats. These canall be ridden by either two children or a parentand child.

In the ever-competitive drive of leisure oper-ators to attract the presence of children andpull in the very lucrative spending power ofyoung families, World of Rides has recognisedthat you have to aim at their young children.

Additionally, both operators and young fam-ilies alike only get one chance to maximisetheir enjoyment during their leisure time andas the weather can greatly reduce the chancesof doing this, World of Rides have developedtheir range of battery cars to as easily operatedeither indoors or outdoors.

CS: What makes a good Kiddie Ride standout from the crowd?DR: For the past forty five years World of Rideshave continually increased their research anddevelopment budget, in order to bring to themarket place new and exciting rides andgames which would allow operators to offertheir customers the very best.

To maintain their popularity and profitabil-ity, kiddie rides must be fully interactive withthe rider and be fitted with all the latest soundeffects and lighting systems, as well as beingbang-up-to-date with what is happening inthe World of leisure at that moment. Onlyadults enjoy nostalgia!

CS: Are advances in technology and moderndesign ideas benefiting kiddie rides andother children’s attractions?DR: Modern technology is one of the singlemost important factors that World of Rides usewhenever they are developing a new ride. Chil-dren demand to be in total control of every ridethat they use these days, as they have often mas-tered how to use computers and mobilephones before they can read or write.

Using digital technology, we can now con-

trol all the movement, light and sound of allour rides, whereas in the past our rides wererestricted to the capability of the age-old ana-logue technology. Even our static kiddie ridesare all now fully interactive.

CS: In what kinds of venues are kiddie ridesmost successful?DR: Entire leisure industries, such as holidayparks, theme parks, play centres, farm parksand family entertainment centres have grownin popularity entirely on the back of familieslooking for somewhere to take their children,where they will be contained within a safeenvironment and kept continually entertainedat a reasonable cost.

Similarly, even shopping centres have nowbecome a major leisure destination and as aresult kiddie rides and battery cars can be usedin any location where young families visit orcongregate regularly. Even the most switched-on kids technically, still need the adults to keepproviding them with a constant supply of coins.

C

“Children want to enjoy learning togrow up,” said Leisure Engineering’s

Bill Hammett. More than just providingentertainment, kiddie rides can formpart of a child’s development. Amongits other products, Leisure Entertain-ment are the sole UK suppliers of Italianmanufacturer Sela’s battery poweredvehicles. These allow kids to fully con-trol the movement of the ride in a safeand exciting environment. Playing atbeing grown-ups by driving their ownvehicles helps children develop skillsthey will use in later life. “Self drive bat-tery cars, which develop awarenessand decision skills in a safe environ-ment, ensure that learning is fun,” saidHammett.

With arange ofgenericrides onoffer,Ham-mett isbullishabout thestrength of un-licensed products. “Tra-ditional rides have alwaysbeen popular with young children,” hesaid. “From an operator point of viewthey need minimum maintenance andstaffing and are good money takers.”

That said, even rides with a tradi-tional style can benefit from an influx ofmodern technology. “Modern technol-ogy develops the kiddie ride and makesfor an interactive experience and moreenjoyment,” he said.

Operators can also build genericrides in as part of an overall aesthetic.If there’s a jungle theme to a particulararea, a safari car ride will fit the billperfectly. Ultimately, whatever theride, having an attractive and enter-taining machine in place will boostrevenue and increase time spent at avenue. “All family leisure outlets willbenefit from operating kiddie rides,”said Hammett. “The returns are a func-tion of the footfall.”

FAMILY ENTERTAINMENT EDUTAINMENT

First timedriverslearningthrough fun

Traditional values of entertainmentand quality are all that LeisureEntertainment needs toprovide kids with experiences thatare both fun and educational.

PLAY AREAS

World of Rides providesholiday solutionDavid Robinson, general manager at World of Rides, says kiddieride successes are found by catering for young kids in an environmentthat complements surrounding family entertainment.

“Playability” the byword for Kiddy RidesKiddie rides can fosterimagination says Gareth Jonesfrom Kiddy Rides’ parentcompany, Northern Leisure.


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Market PerspectivesES KID

DIDD

DES KIDD

IDES KID

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avid Wilkie, the owner and opera-tor of New Palace in NewBrighton, Merseyside has some

sage advice for anyone looking to masterthe child’s play business. “You need agood catchment area,” he said. “You needplenty of schools in the area and if you’restarting up, obviously advertising is ofthe utmost importance.”

Over the years, Wilkie has built up aloyal customer base to ensure that thevenue his family has run for generationscan resist big money interlopers. “I onlycharge three pound fifty an hour anddown the road they’ve got one wherethey charge six pounds an hour,” saidWilkie. “They’ve spent millions on devel-oping and all the customers have comeback to me. Not because of the price, butbecause of the variety.”

New Palace has long prioritised vari-ety over large expensive items. “You canget frames with ball parks in them andit’ll cost you 50-100 grand for a fairlystraightforward one, but that’s not vari-ety,” said Wilkie. “I’ve got climbing walls,trampolines, a 28 foot slide and lots ofplay areas with animals around them.There’s forts and there’s bridges, you justcan’t have an empty space, put one ofthose play areas in it and hope to do well.”

To that end, Wilkie is constantly on thehunt for new additions, trying to thinkup his next big attraction. “I’m alwayslooking for new ideas,” he said. “I’m doinga whole refurbishment at the momentand for next year I’m hoping to put in azip line. An indoor zip line, which will beharnessed and allow kids to slide fromthe top of the slide down to the partyarea. So that’ll be a slightly different turn,as I don’t think we’ve got one’s indoorsanywhere.”

New Palace has also remained suc-cessful by appealing to kids from tod-dlers right up into their early teenageyears. Indoor areas are complimented bymodern video titles and the increasinglypopular 2p pushers. “We’ve got a soft play

area for the smaller ones, with all the

obvious soft play stuff, including a smallinflatable,” said Wilkie. “We’ve got housesand cars and all sorts that appeals tothem. So if you’ve got a range of kids atdifferent ages, as families usually do, atleast there’s something for everyone.”

Kiddie rides also form an importantpart of this offering and, for Wilkie,there’s no substitute for licensedmachines. “You get stuff that peopleknow, like Postman Pat and Bob theBuilder, and they go for it. We’ve gotthings like the Batmobile, which willalways be topical,” he said.

These kind of mechanical rides andgame are proving increasingly impor-tant, to replace the void left by a reduc-tion in video takings. “Anything with ascreen these days is bad,” said Wilkie. “It’spushers now. We’ve got twelve pushersin the arcade, where I used to have aboutfour and five.”

For his part, Wilkie remembers theheady days of arcade video games, but hasadapted to provide children with anenduringly popular location where theyenjoy a vast array of exciting experiences.

OPERATIONS

Entertainmentfrom to zip linesto Batmobilesat New PalaceProviding a well rounded child’s entertainment centre is no meanfeat, but the New Palace in Merseyside’s New Brighton achievedthis lofty goal by prioritising variety over extravagance.

D



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Market Perspectives Products

Coinslot: What makes a Kiddie Ride stand out fromthe crowd?

John Jennings: Kids are attracted by two things - brightand flashing attract lights, and other kids playing thegame. The latest kiddie rides, such as the Kiddie Wonder-land Express Train and the Kiddie Submarine, have a lotof flashing LED’s which make the machine stand out amile. When positioned at the front of an arcade they notonly provide an attraction to for ride, but also the wholeamusement arcade. The popularity of the ride will attractother children to watch and to want to play it, which cre-ates the buzz that every machine operator is looking for.

CS: How important are licensed rides and what cantraditional un-licensed rides offer that theirbranded counterparts do not?JJ: Licensed rides are attractive to children as theyare recognisable from television programmes, how-ever the cost of these rides can be prohibitive. Un-licensed rides can generally offer other qualities,such as interactive games, that standardlicensed rides don’t generally provide.

CS: Are advances in technology and modern designideas benefiting kiddie rides?JJ: The most recent development in kiddie ride design isthe addition of interactive games within the ride. Withthe introduction of tablet technology in the home, kidsare growing up with more technology so the expecta-tion is that the ride will have an element of interaction,even from the really young children.

CS: How important is it for operators to provide ridesand attractions that appeal to kids of all ages over thesummer months?

JJ: It is vitally important that all ages of children arecatered for during the summer months as the wholefamily needs to be entertained. If a young child isgetting impatient because they have nothing to do,this could cut short the length of the visit for thefamily. Kiddie rides and small whacker games pro-vide great entertainment for the very young kids

and I am sure more games that attract theyounger children will be developed as thismarket becomes larger.

SAFETY

INTERACTIVE

Attraction key for kiddie ride success

New interactive kiddie rides with startling attract features are pulling customers intoarcades around the country, says JNC Sales finance director, John Jennings.

iddie Ride veterans Jolly Roger are naturallyfocussed on building machines that appeal to abroadest possible range of young people. “We

recognises that in order to maximise revenue it is pru-dent to offer a mix of rides that will appeal to the widestrange of children,” said head of marketing François DeFreitas. “This could mean the latest licensed cartooncharacter rides, educational interactive rides, photo ridesor cutting edge rides with TFT video screens and inter-active ride motion.”

While making profits is of obvious importance, JollyRoger understands it also has a commitment to ensuringa high level of safety. “Jolly Roger recognises that in orderto maximise revenue it is prudent to offer a mix of ridesthat will appeal to the widest range of children,” said DeFreitas. “This could mean the latest licensed cartooncharacter rides, educational interactive rides, photo ridesor cutting edge rides with TFT video screens and inter-active ride motion.”

Placement is all important when it comes to ensuringthat rides are successful, but combining Jolly Roger prod-ucts with the correct environment can have a recipro-cal effect. “Our rides encourage parents with youngchildren into retail environments and therefore increaseshopper footfall,” said De Freitas. “Kiddie rides form partof the leisure mix offered by retail and they increasedwell time, which leads to additional spend for the loca-tion.”

Licensed rides also have the added advantage ofmaking kids more likely to request purchases featuringthe same well-known characters. “A ride can help toincrease sales of associated merchandise,” said De Fre-itas. “Licensed character rides can help to drive sales oftoys, books, and videos sold in other stores.”

An enjoyable ride can also make happy caregiver’smore likely to purchase. “A ride helps to relax parentswho are frequently stressed and a relaxed parent is morelikely to spend,” noted De Freitas.

Jolly Roger Amusements, one of the world’s leadingkiddie ride manufacturers, is introducing new addi-

tions to its impressive collection of vending machines,including the innovative Candy Van, the wall versionCandy Shop and the exciting Jungle Jive 4D simulator.

The Candy Van and Candy Shop are sweet and toydispensers built in bright durableself-coloured fibreglasswith no power required.With various sweetdispensers and toydispensers, thesenew vendingmachines are veryuser-friendly, witheach dispenserfeaturing an inde-pendent coinmechanism. Thesweet and toy vendprices vary and can be on anycoinage.

The new Jungle Jive simulator enablescustomers to choose from four unique onboard videos.Once chosen, the motion follows the on-screen graph-ics creating a thrilling 4D experience. Thanks to its radi-cal new design, the Jungle Jive will enhance most retailenvironments and provide great entertainment. TheJungle Jive is made from durable self-coloured fibre-glass with an attractive gelcoat finish. It is aimed at the 4to 11-year-old age range, with an air system which inter-acts with the on-board footage. The Jungle Jive is alsofitted with stereo sound and a 27 inch on-board TFTmonitor.

These new creations from Jolly Roger will be acolourful addition to any entertainment or retail environ-ment, encouraging return visits and generate substan-tial revenue.

In addition to these new collections, Jolly Roger sellsa selection of used rides which have been refurbished tothe highest standards.

Jolly Roger is the one of the world’s leading manufac-turers of licensed and premium coin operated kiddierides. Since 1988, Jolly Roger has built its leadershipposition and reputation for quality by incorporatinginnovative design. Jolly Roger is now a subsidiary ofPhoto-Me International, the world’s leading photoboothmanufacturer.

Jolly Roger’s innovative and award-winning rides aredesigned and manufactured in England to UK, Euro-pean and American standards. The company can meetrequirements for well-known licensed character rideswith instant appeal, exciting interactive rides with videoscreen action, or sophisticated simulator rides.

All aboard isJolly Roger’sphilosophy

JOLLY ROGER

Old and new fromJolly RogerJolly Roger’s years of kiddie rideexperience have gone into forming thecompany’s new range of candy-centricdispensers and 4D experience.

It’s safety first for Jolly Roger as they look to develop arange of rides that focus on not only maximising their owntakings, but those of the spaces that surround them.

K


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After in depth research within the sector, sela cars is pleased to presenta new range of battery oper ed vehicles:

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SB Machines of South Wales has beenone of the dominant suppliers of coin

operated children’s rides in the UK andIreland for over 20 years. Its success isbased around key fundamental philoso-phies that have remained unchangedover this period: skilful sourcing of theright products for the market place, quickavailability and a service department thatis capable of delivering the technicalexpertise when and where required,seven days a week.

“The great thing about coin operatedchildren’s rides is that they can be placedalmost anywhere and because these ridesfall out of the scope of the Gambling Act,they are not governed by rigid and expen-sive legislation,” said SB’s Paolo Sidoli.“Generally speaking, as long as they areCE stamped and are ADIPS tested, thenthe choice of where they can be sited islimitless.”

In recent years, SB Machines hasramped up its site testing and productdevelopment. “They generate a continualand consistent revenue stream and havea long mechanical and economic life,” saidSidoli. “In today’s competitive markets, itis critical to offer the customer the high-est earning rides possible. Wetake that dilemma ofchoosing a ride out ofthe cus-tomers

hands. We only present rides that haveundergone rigorous site testing and havesatisfied our reliability, safety and per-formance criteria.”

In recent years, SB Machines hasramped up its site testing and develop-ment, with the company seeing a grow-ing demand for two seater rides anddouble or twin rides.

“The twin coinslots on the doublerides such as our Double Pony and DisneyDouble Cars are being manifested insuperior cashbox returns,” said Sidoli. “Inaddition, the cost of production of theserides is very competitive, so much so that,in effect, the customer is having two ridesfor the price of one. Needless to say, sincechildren’s rides are often the firstmachines families see as they enter anamusement complex or shopping mall,their visual impact and appeal can behighly influential.

“Twin rides have been in existence formany years but have been overshadowedby the popularity of carousels and com-pact two seater rides, among others,”noted Sidoli. “However, the stunningdesign and presentation of our twin ridescoupled with a superb balance of price

and performancewill ensure a suc-cessful rolloutof these prod-ucts for 2014.”

SB MACHINES

Twin successfor SB MachinesSB Machines has quickly capitalised on the growth of twin ridesto help leisure operators enhance their cashbox takings andentertain their youngest customers.



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Products

iddy Rides, a specialist division ofNorthern Leisure Group, has beenamong the UK’s leading independ-

ent manufacturers and operators of chil-dren’s coin operated rides since 1986.Offering a whole range of services for anymake or model of ride, from any manufac-turer, Kiddy Rides are a one stop solutionfor all kiddie ride requirements.

The company’s in-house technicaldepartment allows them to diagnose faultsand carry out repairs to all types of controlsystems, regardless of manufacturer, at verycompetitive rates. Programming and repairsof coin mechanisms are also undertaken, aswell as extensive professional refurbish-ment and restoration. Kiddy Rides manu-factures its own machines in the UK usingonly the best quality components, whichare assembled and tested in-house by theirspecialist team of engineers. Kiddy Rideshas an extensive portfolio offering a rangeof rides and a renowned after sales service.

Part of this range includes theextremely popular Peppa Pig rides, fea-turing the show’s iconic Family Car,Peppa and Georges Space Rocket and,new for 2014, two Carousels. Thecarousels feature colourful graphics with aselection of characters and vehicles fromthe award winning children’s pre-schoolbrand. Both rides, a two seater carousel anda larger three seater model, are manufac-tured in gel coat to ensure long life and ahigh quality finish, giving it a clear advan-tage over alternative painted products. Thetwo-seater Peppa Pig Carousel has a smallfootprint with a diameter of only 1.22metres, whilst the larger three seatercarousel, at 1.55 metres, will be ideal formore spacious environments where thevisual impact of the ride can be more effec-tively leveraged. The carousels have beendesigned to tie in with the brand’s ‘MuddyPuddles’ theme and celebrate Peppa Pig’s10th anniversary through 2014.

Kiddy Rides has also extended itslicensed ride portfolio with the addition ofPoppy Cat. The Poppy Cat ride incorporatesthe characters Poppy and Zhu Zhu, whoare seated towards the front of Poppy’scolourful airplane. The ride also has a fullyinteractive feature allowing the rider tocontrol the physical speed of the ride viathe plane’s joystick.

All Northern Leisure’s rides are manu-factured in the UK using high quality gelcoat and reliable, reputable componentscreating an experience for children whichis safe, as well as fun.

K

As kiddie rides become a larger part of the JNC productline, the latest addition is the Kiddie Wonderland

Express Train. This interactive kiddie ride appeals to notjust the younger kids, but also the slightly older kids whoare able to successfully steer the train to achieve morepoints. The Kiddie Submarine is still as popular as ever andhas continued to be a machine which takes a largeamount of money, acting as a draw card for anyamusement arcade or soft play area. This has beena very popular machine, not just in the UK, but allover Europe.

JNC also offers a wide range of used kiddie rideswhich are fully workshopped and are ADIPS testedprior to being delivered.

The singularly most successful machine over thelast year has been the Galaxy Garrison whacker,which is available on ticket and non-ticket. This issmaller than the standard whacker and appeals tomuch younger children, from two years upwards, which

most amusement machines don’t cater for. Thisnot only provides enjoyment for theyounger child, but also keeps the wholefamily happy for a longer period of time.The durability and reliability of thismachine is very good, as it is manufacturedby Feiloli, who have a history of producingquality equipment for over 20 years. At eachof our Family Entertainment sites we haveat least two of these machines as they pro-duce the extra income that very few othermachines can achieve.

The range of machines appealing toyounger children has increased to includeKiddie Air Hockey and Kiddie Basketball. TheDuck Hoops game has proved popular using

smaller balls and a lower cabinet. Thismachine is ticket payout and complements a

redemption area.

JNC SALES

Rides and whackers for JNC kidsJNC stocks a growing number of attractions for you the younger members of the family, which help todrive revenue and keep every guest entertained for longer.

KIDDY RIDES

A high level of service across the entire spectrum of children’s ridesmakes Northern Leisure subsidiary Kiddy Rides one of the sector’smost respected names.

UK seasideresorts have long beenholiday favourites for families with

young children, but with decline ingambling incomes and more and moreinland farm parks and play centres nowencroaching into the ‘Family Fun’ holi-day industry, competition is becomingmuch fiercer.

For many of our UK seaside resorts,the opportunity to expand further intothe family entertainment sector willsee many of them grow and prosper,but regretfully, more than a few willdecline and fail, due to a lack of provi-sion of enough secondary income

streams andthe uncer-

tain UKweather.

In theevent

of a

s u d d e ndownpour ofrain, then modern day‘Staycationers’ will nolonger stand for everythingoutdoors closing down aroundthem. They expect to continue to beentertained indoors, where it’s warmand dry or else they will simply getback into their cars and drive off tosomewhere else that can cater for ridesand games indoors.

Every holidaymaker goes on holidaywith more than just the cost of accom-modation in their pockets and with theaddition of some pay-to play batteryrides and competitive games, income

WORLD OF RIDES

A World of Rideto seaside oper

The staycation remains popular,but only for as long as we allkeep working hard at retainingour holidaymakers with thekinds of all-weatherentertainment provided byWorld of Rides.

All encompassingservice from Kiddy Rides


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Leisure Engineering and Sela BatteryCars are pleased to present their

new and exciting Baby Farm range ofbattery coin operated rides. Baby Farmcars are especially attractive and

would be ideally suited to allleisure outlets that cater forfamilies.

The two companieshave fullyresearched themarket sector

and have pro-duced theBaby Farm

range toprovide bat-

tery carrides for 3to 6-year-olds.

Theseyounger driv-

ers are oftenexcluded from the larger kiddie ridesdue to size constraints, so as this agegroup is generally not able to enjoy thebigger car rides Leisure Engineeringand Sela wanted to create a productspecifically for them.

Sela Cars has been creating Italianquality rides since 1972 and, throughan exclusive partnership, has estab-lished Leisure Engineering as it’s soledistributor in the UK. Leisure Engi-neering are now bringing Sela’s rangeof Baby Farm cars to this country.

The new machines are slow movingwith variable speed control, makingthem safe for young kids to use, butalso giving them real control over themovement of the vehicle. Thesedesign choices also allow for a smallertrack area, saving operator spacewithout compromising on their cus-tomer’s enjoyment. Steering iseffected by turning the movable headof the farm animals depicted by eachride, making them simple and easy touse for the younger ride. The coinmechanism can be set for any denom-ination of coin or token, giving opera-tors flexibility regarding costs to theirvisitors.

JNCSALES

Vast ranges of AWPs, SWPs,Drivers, Simulators, Sit-downs and

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LEISURE ENTINEERING

Baby Farmmakes UK debutLeisure Engineering arebringing Sela’s new range ofbattery cars to the UK, with aspecific focus on providingentertainment for young children.

levels can be greatly increased bymerely increasing the spend per head.

Three to twelve year old childrenare still the biggest single influence inchoosing a family holiday destination,as any parent will testify, so providingan exciting selection of secondaryincome pay-to-play family amuse-ments in addition to the core businessis a sure-fire receipt for success.

Seaside resort owners and opera-tors with the space to include bothoutdoor and indoor family entertain-ment will obviously benefit from theretained spend of families within theirfacilities whatever the weather - in asimilar way to selling ice cream in cin-emas - but operators can also gain amuch larger share of this market byaiming at what their younger visitorslike doing best of all: simply havingfun.

By way of an example, battery oper-ated rides are still the single most pop-ular pay-to-play children’s rides, takeup very little space, need no electricalsockets, are free of any pollutants, arehugely profitable and can also easilybe moved and operated either indoorsor outdoors, whatever the weather.

Effective sourcing of safe, C.E. andH.S.E. approved secondary incomegenerating pay-to-play equipment isthe key to staying ahead in this fast-

changing industry, as leisure trendscome and go with alarming speed,

and with over four decades ofexperience in the manu-

facturing and operat-ing of suchequipment, there is

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advice andassistancea v a i l a b l efrom Worldof Rides,i n c l u d i n gsome verycompetitive

finance deals.However, for

any owners andoperators who are not so

confident about the high initial invest-ment costs, or about maintainingmodern electronics, World of Ridesalso offers the complete operation,maintenance, and updating of all theoperator’s pay-to-play equipment,using its hugely popular profit sharing‘‘All The FUN Of The Share’’ scheme.

Rides availableoperators


24

B2B

Jolly RogerAmusementRides is on thehunt for a newmember of staff tojoin its leading kid-die ride manufac-turing business.The company arehiring a UK salesexecutive.

New shipmates required Our [Welsh] countrysidlever to entice more tra

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CASH HANDLINGJCM HOSTSTECHNICAL TRAINING

Maintaining its position in the LatinAmerican gaming industry, JCM

Global will host a new in-depth trainingfor Latin American operators on the finalday of the Peru Gaming Show.

The training takes place on June 12 atthe Jockey Exhibition Centre in Lima,Peru. JCM hosted a similar training in Mayprior to SAGSE Panama.

CATEGORY CRLMS HITS THE SPOT

Launched in May this year, Hot SpotDeluxe is the latest multigame from

Astra Games.Designed for the AGC

and bingo sectors, the£100 Category C termi-nal includes a compre-hensive gamescompendium, with 18attractive titles, includ-ing: Chip Stack Roulette,Royal Flush Poker, ReelKing 100, Party TimeBingo, One Hundred toOne, Win Wishes, MegaFree Spins Golden Key,Cops ‘n’ Robbers LuckyStreak, Snakes and Lad-ders and Lucky BetRoulette.

DISTRIBITIONHARRY LEVY BAGS LAIGAMES DISTRIBUTIONDEAL

US prize vending and ticket redemptionmanufacturer LAI Games has

appointed Harry Levy as its exclusive UKdistributor.

Commercial director for Harry Levy,Matthew Deith, confirmed: “LAI Gameswill fit well into our current portfolio. I’mlooking forward to offering their currentrange of games to our customers andseeing all their new developments atIAAPA in November.”

BUSINESS OPPSSCARBOROUGH PIERON THE MARKET

Aprestigious seafront landmark is up forsale in Scarborough. Potential

buyers are being offered the uniqueopportunity to purchase a historic part ofthe UK’s seaside tradition. The lotincludes its own pier and is located in aprominent position on the shore of the

2372-p24-25-Listings_Coinslot NEW 10/06/2014 17:21 Page 1

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ountryside is a provenmore travel, so in Sep-we will be launchinguntryside element of

GREAT campaign -ed by Welsh superstar

herine Jenkins - to grownbound sector.

ATES, DIRECTOR OF STRATEGY AT VISIT BRITAIN

A report by BarclaysBank predicts thatthe UK tourism in-dustry will grow by 27percent by 2017.Revenue is projectedto reach £135.5bn,as more and moreUK residents eschewforeign holidays infavour of ‘staycation’breaks.

UK Tourism cashes in


well known holiday destination. Theseafront amusement park is listed as agoing concern, with a successful busi-ness already in place.

LOWESTOFT SOUTHPIER ON SALE

Prospective amusement operators canget their hands on a prime piece of real

estate, as the owners of Lowestoft’sSouth Pier put it up for sale. The familyentertainment centre already boasts aconcession income of £33,000 perannum. The venue is situated in a promi-nent location on the seafront, easilyaccessible to seaside holidaymakers.

The site is a going concern and anypurchaser will be taking on a businessthat currently functions with a healthy netprofit margin. Lowestoft’s South Pier hasalso been rated D, according to theEnergy Performance Certificate.

COMPONENTS

SUZO-HAPPUNDERLINES ASIACOMMITMENT

Suzo-Happ Group underlined its com-mitment to the Asia-Pacific gaming

market last year, when the spares-to-peripherals group completed the acquisi-tion of Transcity, the Australia-basedelectronics company that specialises inthe design, manufacturing and repair ofhardware and software.

Speaking at this year’s G2E Asia event,which took place in Macau last month,Chris Rogers, senior vice president ofsales and marketing for Transcity, said:“For Asia, we have a wide range of prod-

ucts. We are manufacturing for OEMsright through to selling directly to opera-tors - particularly when it comes to ourinteractive and display-driven products.We have everything from kiosks to selfservice betting terminals and from backend displays to interactive tables.”

PUSHERSPUSHERS AT THEFOREFRONT FORWHITTAKER

The Whittaker Brothers Group have arange of machines on offer for a limited

time, with a strong showing from theincreasingly popular pusher genre. Thecompany’s recent offers include threepushers, reflective of the sector’s rapidrise to prominence in FECs across thecountry.

In Whittaker’s pusher category, up toeight players can play simultaneously onRed Hot Jazz, while the higher-end All ofthe Fun of the Fair and Big Top Circusgames supportup to six con-current players.The companyis happy toconsider partexchangedeals andinclude deliv-ery as stan-dard in itspricing.

2372-p24-25-Listings_Coinslot NEW 10/06/2014 17:26 Page 2

26

B2B


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 Magic Lotto Ultra 100 Novomatic2 2 Slotto 500 Astra3 3 King of Slots Blue Print4 4 Triple 8 Barcrest5 5 Mega Bars Big Hit Project6 6 Lady Luck Reflex7 7 Triple 7 Barcrest8 8 Magic Slots Astra9 9 Rainbow Riches Community Cash Barcrest10 10 TS22 Project

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 2 Cops Judgement Pay BFG3 3 Flamin’ 400 Reflex4 4 Street Casino 2014 Storm5 5 Public Enemy 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 Rainbow Riches (3 Player) Empire4 4 Golden Games (3 Player) Mazooma5 5 Adders And Ladders (4 Player) Vivid6 6 Dond (3 Player) Bellfruit7 7 Party Games (4 Player) Astra8 8 Party Time Arena (4 Player) Astra9 9 Party Time (3 Player) Astra10 10 Goldrush Stampede (4 Player) Mazooma

Based on data from four sites Amusement Equipment Co Ltd

FEC - adultThis LastWeek Week Name / Manufacturer

1 1 Magic Games U/R Novomatic2 2 Free Play 70 Project3 3 Magic Games S/D Novomatic4 4 Pure Gold Project5 5 Super Big 7 S/D Electrocoin6 6 Party Time Aerna (4 Player) Astra7 7 Party Slots Astra8 8 Sevens Up Electrocoin9 9 Party Time Classic (3 Player) Astra10 10 Rainbow Riches Party Barcrest

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

CATEGORYC (£1/£100 Max.)

AGCsThis Last

1 - Encore T7 (GP3) SG Gaming2 - Encore T7 (GP2) SG Gaming3 2 Magic Games 100 Ultra Novomatic4 6 Magic Games 3 (s/d) Novomatic5 - World of Poker Project Coin6 3 Triple 7 (GP3) SG Gaming7 8 Magic Games 3 Novomatic8 - X3000 Multigame Amatic9 - Bullion Bars Streak Astra10 - Clockwork Orange Freespins Empire

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

FILMCHARTS

ED SHEERAN:SING

UK Box Office ChartThis LastWeek Week Name

1 - Maleficent2 1 X-Men: Days of Future Past3 - Edge of Tomorrow 4 - A Million Ways to Die in the West5 2 Godzilla6 3 Bad Neighbours7 4 Postman Pat: The Movie8 5 Blended 9 6 Rio 2 10 - Jimmy's Hall

X-MEN: DAYS OFFUTURE PAST

CLEAN BANDIT: NEWEYES

MUSICCHARTS

UK Jukebox ChartHighest Earning Tracks on Sound Leisure jukeboxesThis Last

1 1 Waves Mr. Probz2 2 Hideaway Kiesza3 - All Of Me John Legend4 4 Summer Calvin Harris5 3 Happy Pharrell Williams6 - Stay With Me Sam Smith7 5 Nobody To Love Sigma8 7 I Will Never Let You Down Rita Ora9 - I Wanna Feel Secondcity10 8 Money On My Mind Sam Smith

Based on data supplied by Soundnet

http://www.soundnet.net/

www.soundnet.net

AlbumsThis Last

WeekWeek Name

1 1 In The Lonely Hour Sam Smith2 2 Ghost Stories Coldplay3 - New Eyes Clean Bandit4 3 Caustic Love Paolo Nuitini5 4 A Perfect Contradiction Paloma Faith6 - More Modern Classics Paul Weller7 - Led Zeppelin Led Zeppelin8 - Hank Hank Marvin9 5 Xscape Michael Jackson10 - ILed Zeppelin 3 Led Zeppelin

DownloadsThis Last

WeekWeek Name

1 - Sing Ed Sheeran 2 2 Stay With Me Sam Smith 3 1 I Wanna Feel Secondcity 4 4 Waves Mr Probz5 5 All Of Me John Legend6 6 I Will Never Let You Down Rita Ora7 3 Jubel Klingande8 18 Wiggle Jason Derulo ft Snoop Dogg 9 8 Dangerous Love Fuse ODG ft Sean Paul 10 7 Only Love Can Hurt Like This Paloma Faith

Single siteThis LastWeek Week Name / Manufacturer

1 1 DOND Winfall BFG2 2 DOND Lucky Streak BFG3 3 DOND Powerplay BFG4 4 DOND The Big One BFG5 5 Worminator QPS6 7 Bank Job - Rob the lot QPS7 6 DOND Pure Gold BFG8 8 DOND Crazy Chair Gold BFG9 10 Mega Rich BFG10 9 DOND Time to Play BFG

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

2372-p26-Analysis_Coinslot NEW 10/06/2014 15:27 Page 1

27

B2B


Business Opportunities

Business Opportunities

Wanted

Wanted

Classifi edTo advertise: Contact Kathryn Norris on 01204 396 397

For Sale

For Sale

gaming...and so much more!

New & Used Machine Prices

All prices subject to VAT and Carriage

T8 VEGAS PARTY £7,995PERFORMER 22 £7,995KING OF SLOTS VISION £6,995MEGA 7/ D&J / MEGA BARS £4,495SLOTTO 500 £3,995JACKPOT KING £995

Cat B3 £2 Stake WIZARD OF OZ 2 PLY £12,995FUN HOUSE £7,995HARPOON LAGOON £7,995MONOPOLY £7,495DOWN THE CLOWN £6,995GOAL LINE RUSH £6,495MILK JUG TOSS £5,995DEAL OR NO DEAL £3,495

Redemption

VideoSUPER REPEATER 3 PLY £14,495R/R MUSHROOM T7 3PLY £12,500BULLION BARS STREAK £10,995PARTY TIME CLASSIC £8,495BULLION BARS CLASSIC £8,495CRAIC IN FUN 3 PLY £5 £5,995

Multiplayer Gaming

SWEET FALLS COIN/TKT £18,495MRY GO ROUND COIN/TKT £16,995FUN PARK £4,995BIG PRIZE WINNER £4,995R/R SHOOT TO WIN 2PLY £3,995HIPPODROME £3,995BROADWAY £2,995SALSA £2,495

DROP THE HOOK JELLY BEAN £3,495

Pushers

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THIS WEEKS SPECIAL

TRANSFORMERS THEATRE £11,995SUPER ALPINE RACER TWIN £11,995SUPER APLINE RACER SGL £6,495DDR X £2,995NFS CARBON (CONV) TWIN £1,995PRIMEVIL HUNT 62” DLX £1,995

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A fantastic opportunity to acquire a prime Family Entertainment CentreLowestoft - South Pier

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ADULT GAMING CENTREBIRMINGHAM AREA

Shopping centre, main road positionEstablished£95,000

Apply to: Box Number 265, Coinslot International Magazine, Bolton Technology Exchange, 33 Queensbrook, Spa Road, Bolton BL1 4AY

FOR SALE

28

B2B


Recruitment

Authorised and Regulated by the Solicitors Regulation Authority. SRA No 44948. Authorised and Regulated by the Financial Services Authority

UK Sales Executive

Salary £25,000 per annum + Commission + Car

Jolly Roger Amusement Rides Limited is the world’s leading manufacturer of licensed and premium coin operated kiddie rides and subsidiary of Photo-Me International plc; the world’s leading photobooth manufacturer. Since 1988, Jolly Roger has built its leadership position and reputation for quality by incorporating innovative design and is world famous for supplying and manufacturing our award winning children’s rides.

We are currently looking for an individual that can grasp this unique, and exciting sales opportunity to really make a difference and lead Jolly Roger to its full potential. You must have a minimum of 3 years’ strong external sales experience in a similar industry, having the drive and ambition to succeed together with the ability to manage all aspects of Sales in the UK and a proven track record of delivering results, in what is a challenging arena.

If you have got what it takes and you are interested in working for a company that is innovative, original and a brand leader, then please forward your CV and covering letter to Rita Hilla, HR Advisor, Photo-Me International plc, Church Road, Bookham Surrey KT23 3EU or via e-mail at [email protected]

DELIVERIES TO ANYWHERE IN THE UK & IRELANDContact Karl or Steve on Tel: 01706 883838. Fax: 01706 883839. E-mail: [email protected]

Unit 12 Data House, Trent Industrial Estate, Duchess Street, Shaw, Oldham, OL2 7UTDATA LEISURE SALES LTD. D L S

Data Leisure Sales

REFLEX GAMING £100HOT SHOT ................................................. £2,225FIDDLE A FORTUNE ................................... £2,225BEST OF BRITISH ....................................... £2,225LETS GET JACKPOTTED ............................. £1,695LL TRAIL OF RICHES .................................. £1,395CASH ENCOUNTERS ................................... £1,350SNOW WHITE & 7 TENNERS ...................... £1,295DOUBLE AGENT ......................................... £1,095CHOPS & CHANGE ........................................ £995

BELLFRUIT GAMESDOND TURBO ............................................ £1,895DOND LIVE ................................................. £1,195DOND GO ALL THE WAY ............................ £1,195MONOPOLY MILLIONAIRES ROW ................ £1,195COPS STREETWISE .................................... £1,095FAMILY GUY DRUNKEN CLAM .................... £1,050SEAL THE DEAL ............................................ £995RAPID ROUND ............................................... £995DOND ELIMINATOR ....................................... £995BANK ON IT .................................................. £995SHOOT THE LOOT ......................................... £995DOND EAST & WEST WING ........................... £895DOND RED HOT ............................................ £845DOND RED MIST ........................................... £845DESERT ISLAND ............................................ £845

CLUB B4

DOND LIVE ......................................................POA

ALICE QUEEN OF HEARTS .......................... £1,895

LETS GET JACKPOTTED (JULY DELIVERY) ......... £1,895

£70 MACHINES

DIAMOND GEEZER ........................................ £295

DOND LETS PLAY ......................................... £245

DOND MEGA ................................................. £245

DOND GAME ON ........................................... £245

DOND GOLD ................................................. £245

STAR WARS DEATH STAR ............................. £195

DUBLIN YOUR MONEY ................................... £195

ON THE FIDDLE............................................. £195

TAKE IT OR LEAVE ........................................ £150

CRAZY TRAILS ............................................. £150

PACMAN POWER UP ..................................... £145

POOL

7X4 TOURNAMENT ....................................... £795

6X3 TOURNAMENT ....................................... £795

7X4 PRINCE .................................................. £345

7X4 TOURNAMENT (USED) ............................ £345

FIDDLE A FORTUNE

AWP BEST OF BRITISH CAT C

Best of British To subscribe, email:[email protected]

or [email protected]

01204 396 397

29

B2B


Recruitment

For Sale

To Advertise

contact Kathryn Norris

on 01204 396 397

SPORT SELECTION

VIDEOVARIETY

£8,995PACMAN SMASH

£5,495SUPERBIKES

TWIN

£2,795GUITARHERO£2,495

FORDRACING TWIN

£2,495BLAZIN ANGELS

£2,195DANCE STAGE EUROMIX 2

£1,995VIRTUA

TENNIS 4 LCD

£1,995FINAL

FURLONG

£4,495MARIO KART

GP1 TWIN

£4,495TERMINATOR

£995CHALLENGER

2PL

£1,095

DAWPOLBOXERS

£945

PROBOXER

£3,595

NEWWIK STORM

£2,495

NEWDUCK HOOPS KIDDIE BASKETBALL

£2,345

NEWWIK GOLD+TICKET OPTION

£995NBA HOOPS+TICKET OPTION £2,495

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WHITTAKER BROTHERS GROUPRUTLAND WAY, LINNEY LANE, SHAW, OLDHAM, LANCS OL2 8HE

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8 PL £3400

2P

BEE PARK£2350 £2250 £4950£7250

£995

International Business Development and Distribution Manager

Salary £45,000 per annum + Commission + Car

Jolly Roger Amusement Rides Limited is the world’s leading manufacturer of licensed and premium coin operated kiddie rides and subsidiary of Photo-Me International plc; the world’s leading photobooth manufacturer. Since 1988, Jolly Roger has built its leadership position and reputation for quality by incorporating innovative design and is world famous for supplying and manufacturing our award winning children’s rides.

We have a unique opportunity for an individual with a minimum of 3 years’ experience in this field that wants to make a difference and lead the business to its full potential both in the UK and Overseas, where strong sales experience would be a distinct advantage, as would a second language. You will need to be committed to maximising Jolly Roger’s distribution network, coupled with maintaining and developing new/existing business and customer base. To have the vision to appreciate the potential to grow with a brand that is in a global expansion phase.

If this is you and you are interested in working for a company that is innovative, original and a brand leader, then please forward your CV and covering letter to Rita Hilla, HR Advisor, Photo-Me International plc, Church Road, Bookham Surrey KT23 3EU or via e-mail at [email protected]

CAT C CLOCK WORK ORANGE ......... £70 J/P LETS PLAY DONG ............... £70 J/P BAR X DELUXE .................. £35 J/P PARTY TIME PLAYER .......... £25 J/P CLASSIC BAR X 7EVEN ........ £25 J/P MAGIC 7 .......................... £25 J/P DOUBLE DICE ................... £25 J/P

CAT B3 KING POTS ......................£995.00 RAINBOW RICHES ............. £395.00 WORLD OF GAMES ............ £395.00 CASINO STAR ...................£395.00

CAT D ALL £5 J/P GOLD RUSH GOLDEN KEYS MIDAS TOUCH THUNDERBALL BELLFRUIT BAR 7’S ADDERS & LADDERS

CAT C BULLION BAR ARENA - 4 PL . £25 J/P OXO SUPER REELS - 2 PL .... £25 J/P PARTY TIME - 3 PL ............ £25 J/P

CAT D GOLDEN GAME - 3 PL ........... £5 J/P

MORE MACHINES IN STOCK – CALL FOR DETAILS PLUS PRICE LIST IAN ON 07831 407 445 OR STEVE ON 07876 477 586

ARCADE MACHINES FOR SALE


Comment

In recent industry-rela2014 souvenir goods

“

media watchalex lee

Beer tie not quite so tig

commentalex lee

espite the sporadicrain and the swingbin grey skies over

North London last week,there was a definite air ofoptimism at the ParkAvenue Open Day. This wasno ill-founded gesture ofdefiance in the face ofadversity, rather a cheeryoutlook based on an upliftin sales figures, some solidnew products and a posi-tive vision for the future.Whether or not the indus-try will contract further inmonths to come is ofcourse open to debate,however.

No-one can deny thatthe sector has had someseriously challengingtimes of late. The ‘harder’side of adult gaming, forexample, continues totrade against a backdrop ofunfair legislation. Overall,though, the mood perme-ating Park Avenue was thatthe firms who had man-aged to survive the chal-lenges of the last decadewere in a good position tokick on, aided by slightlybetter trading conditionsand abetted by one of thebest selections of newproducts since the mid-nineties when video gamesstill ruled the roost.

In related news, theadult gaming centre sectorcontinues to throw up fas-cinating news. Swiftly fol-lowing the revelation thatTalarius had decided to

employ a further 40 staffwith a view to boosting itshigh street operation, itcame to light that the AstraGaming Group - which hadpreviously consisted ofmanufacturers and distrib-utors - had bought thearcade arm of the NobleOrganisation. As men-tioned in a previous com-ment column, the themefor the UK coin-op sectorcontinues to be one of ‘sur-vival of the fit for purpose’.In other words, if the indus-try offers compellingentertainment solutionsthen the public will digdeep and cough up - sev-eral times over - for theprivilege.

In terms of the coastalbrigade, the main thrust ofthe summer season is justweeks away with the ‘stay-cation’ phenomenon verymuch alive. Elsewhere, thesingle site sector is taking adeep breath ahead of thestart of the World Cup inthe hope that increasedpub footfall due to live foot-ball and late opening willhave a knock-on effect interms of cashbox takings.

While it would be waytoo dramatic, and too early,to call 2014 the year thingsgot a little better for UKcoin-op, my prediction -based on the views of anumber of experiencedindustry stakeholders - isthat the next few monthsshould be good ones.

Raindoesn’tstop play

The government has intro-duced a set of measures to

crack down on pub companiesusing the controversial “beertie” but has fallen short of ban-ning them completely, accord-ing to Coin-op Community.

The beer tie means thatlandlords have to buy theiralcohol at a higher price inreturn for a subsidised rentand other benefits.

Nick Clegg, deputy primeminister, and Vince Cable,business secretary gave publi-cans more power to challengetheir rent prices andannounced that an independ-ent body will be established inorder to resolve disputes.

This will mean that thelargest UK pub companieswith over 500 pubs, such asPunch Taverns and EnterpriseInns will need to make theirrental structures clear to ten-ants in future, offering compar-ative costs to tenants showing

the true cost of the beer tie.Landlords will now be able toask for a rent review if theyhave not had one for five yearsand can see the informationthat has gone into setting thelevel of their rent. However, itwill cost landlords £200 to viewthis information, so that they“consider carefully” if it is intheir best interests to do so.

“The government is commit-ted to supporting a healthy pubindustry and believes that thecore principles - that tenantsshould be treated fairly andthat the tied tenant should beno worse off than the free-of-tie tenant - are critical toaddressing the problemswhich have dogged the rela-tionship between pub owningcompanies and their tied ten-ants,” the government’s con-sultation report said.

Further afield, the DutchDAGP show featured a numberof products from German

gaming giant Merkur Gaming,according to Euroslot. TheGauselmann Group’s sub-sidiary for international salesand marketing of gamingmachines is very popularchoice amongst players in theNetherlands. The DAGP showwas an ideal opportunity forMerkur Gaming to underline itsstrength in depth. The DutchAssociation of GamingProviders (DAGP) bringstogether manufacturers, oper-ators and developers ofgaming machines in theNetherlands. The exhibitiontook place on 22 May in Dor-drecht, near Rotterdam.

As a major player in thismarket, Merkur Gaming madefull use of this opportunity toexhibit and network. Three dif-ferent cabinets were on prouddisplay including the Highflyer- the unique dual-monitor slanttop with its upper monitorseemingly floating in the air.

Industry upbeatdespite gloomyweather

D

2372-p30-31-Comment_Coinslot NEW 10/06/2014 14:14 Page 1

31Coinslot June 13 - June 19, 2014

nt industry-related news, the beer tie has been loosened, but not banned, while Brazilsouvenir goods have been selling like the proverbial hotcakes.

With confirmation in the Queen’sspeech that the governmentwill introduce a StatutoryCode for Pub Companies inthis legislative session,theBritish Beer & PubAssociation has sharedtheir reaction to the news.

“politicsbrigid simmonds

quote unquote

”so tight

TO COMMENT ON ANY ARTICLE


The Highflyer was joined by theEvolution and the Privilege.

Christian Wiechert, interna-tional sales manager, com-mented: “Our neighbours herein Holland truly appreciate the‘made in Germany’ gamingquality and are turning moreand more to Merkur Gaming tosource their gaming solutions -to the delight of the local play-ers here. This show was agreat success for MerkurGaming and we wish to thankall the visitors that came to ourstand.”

And finally, over 9.1m WorldCup-related toys have beensold in the UK in 2014 so far,according to Toy News Daily.

The NPD Group has revealedthat over 9.1m World Cuprelated toys have been sold inthe UK in 2014 so far, the equiv-alent of one out of every ninetoys sold.

Weekly figures for May showthat World Cup fever took hold

last month, with 27 per cent ofall toys sold in the week com-mencing May 11 were relatedto the tournament.

The best-selling toy thatweek was the Panini’s WorldCup Brazil Official stickeralbum, and stickers and cardsrepresenting 93 per cent of alltoys merchandise linked to theevent in the UK.

“World Cup sticker mania isa real opportunity for the tradeand grocers in particular,which is where most (75per cent) stickers aresold,” saidFrédérique Tutt,toy globalindustry ana-lyst at TheNPD Group.

“Usuallythese shopsaccount for only29 per cent oftoys sales. Withtheir attractive pocket

money prices the sticker packsare the perfect item mums ordads will add to their trolleywhilst doing the weekly shop.

“Without World Cup-relatedpurchases grocers’ toy saleswould actually be 3 per centdown on last year at mid-Mayinstead of holding flat. Andmore generally speaking, thisimpulse boost is extremelywelcome by the industry andresponsible for a third of themarket growth to date as the

UK toy industry posts astrong 4.6 per cent

value growth yearto date to 17th

May.”At the last

World Cup in2010, the UKsold moreWorld Cup

related toysthan any of the

four big Europeanmarkets.

“Today is Park Avenue Open Day, when the industry will be gathering to network and view the gamesand equipment from a record number of companies. It is a shame that the weather couldn’t be betterto complement the fact that, this year, optimism seems to have really returned to the industry.”

STEPH NORBURY, COIN-OP COMMUNITY

It is important for the healthof the pub industry that this

legislation is implemented ascurrently proposed and callsfor free-of-tie options remainunheeded. Proponents of leg-islating for landlords to beforced to offer a mandatoryfree-of-tie option, fail to seethat reducing the commercialbuying power of the pub com-pany would destroy the modeland threaten the closure of vastnumbers of pubs throughoutthe country with thousands ofvital jobs lost - as acknowl-edged by the government’sown economic analysis.

Why would the pub com-pany invest capital in a busi-ness if they did not know thatat the end of five years theywould still be making a rea-sonable return from theirdrinks tie? Regional breweries,often major local employerswould be under serious threatof closure without the guaran-teed route to market via theirtied pubs.

The grass is always greener- this could not be more truefor proponents of free-of-tiewho maintain that their beerwould automatically becheaper and the beer choicewider. This is not necessarilytrue and if it was, it is highlylikely that they will be tied toa different distributor orwholesaler, who in return forcheaper beer will insist on loy-alty to their brand, or range ofdrinks. You only have to lookat Europe where there are only

two or three brands on the bar. In reality, the support for the

tied pub by the pub companyis far greater than anythingoffered by a commercial land-lord. They have a shared inter-est with the lessee asco-investors in making thepub succeed. Pub companieshave sought to protect tenantsand lessees from the hardestimpact of the recession. Yearon year and for the past fouryears, beer has been cheaperin tenanted and leased estatesthan in independent estatesand in tied pubs a muchgreater proportion of localcask ale is sold; some 81 percent compared with 60 percent in independent pubs.

The distribution of beerfrom smaller breweries isachieved through the buyingpower of the larger pub com-panies and a competitivemarket. New routes to marketfor smaller producers haveopened up through theirengagement with pub compa-nies, who have recognisedthat consumers are demand-ing a broader range of drinksin their pubs.

Light touch legislation isone thing, but at the end of theday, pub companies need to beable to support small individ-ual tenants who with verylittle capital are able to runtheir own business. Anythingwhich dilutes this supportwould be very unwelcomeand destabilising for the pubsector.

BBPA continuesto bang ‘banbeer tie’ drum

“Pubs and bars face inconsistencies and demands whichhamper their ability to grow and boost their local economies.The ALMR manifesto provides clear information on thenational scale and local importance of our industry for policy-makers and guidance on how we can encourage furthergrowth, reduce regulatory burdens and free up our small busi-nesses to do more.”

KATE NICHOLLS, ALMR STRATEGIC AFFAIRS DIRECTOR

“It is no secret that retail is in the midst of a major transition. Ifthe classic shopping mall is not dying, then it is certainly insome transformative stage. While traditional anchor storesfight for their lives against aggressive online retailers, mom-and-pops are facing the perils of a down economy.”

HANK SCHLESINGER, VENDING TIMES

“Publicans should make the most of the money-spinningopportunity afforded by the World Cup, with fans likely to headto the pub to watch matches. It’s time for pubs to cash in.”

NIGEL HUDDLESTON, THE MORNING ADVERTISER

2372-p30-31-Comment_Coinslot NEW 10/06/2014 14:15 Page 2


LEISURE TECH EXPO HITS LONDON

he Leisure Tech Expois set to take place atLondon’s O2 arena

on July 17, bringing togetherrepresentatives from aroundthe world to showcase thelatest innovations in thetechnology-drive leisuresector. The latest develop-ments, products and soft-ware will be available to roadtest, with exhibitors includ-ing BALPAA, evosite, ZEO,and BIAZA all making theirpresence felt. The event willbe held at the Cineworld cin-ema inside the O2 Arena, on

London’s Docklands.A series of speakers will alsobe on hand, including Experi-ence economist JosephPine, founders of EventbriteJulia and Kevin Hartz. Akeynote address will bedelivered by Sir Eric Peacockof the UKTI. The event isbeing organised by new

broadcast platform Ginicam,in collaboration with the Uni-versity of Hertfordshire.

EIG LOOKS TO LAND-BASED

he draft schedule ofthe upcoming EiGexpo has been

unveiled, detailing the pro-posed talks and seminarsfor the Berlin-based confer-ence and trade show. Theevent is primarily builtaround online gaming, butincludes crossover talkssuch as: 'Exploring the syn-ergies and business oppor-tunities between the

real-money gamingand the video gam-ing industries - twosides of the samecoin?’ The discus-sion is scheduledfor 11:00 am on the22 October, 2014 on DayTwo of the show. The Excel-lence in iGaming Expo will

take place in the ArenaBerlin from the 21-23 Octo-ber, 2014.

Calendar

TO COMMENT ON ANY ARTICLE


EVENTS

JUNE 2014

18-20 Asian Attractions Expo,

China National Convention Centre,

Beijing, China www.iaapa.org/

AsianAttractionsExpo

SEPTEMBER 2014

2-4Entertainment Arena Expo,

Romexpo Fair Ground, Bucharest,

Romania www.earena.ro

2-4Playfair at SALTEX 2014 Royal

Windsor Racecourse, Windsor, UK

www.playfairuk.com

23-25Euro Attractions Show,

RAI Exhibition Centre, Amsterdam,

Netherlands www.iaapa.org/eas

30-2 LIW 2014 NEC, Birmingham,

UK www.liw.co.uk

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European Policy Conference confirms new speakers

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Newsweekhead of its 10th out-ing, the EuropeanConference on

Gambling Studies and Pol-icy Issues continues todevelop a programme ofspeakers. Among the latestadditions are representa-tion from the EuropeanCommission, in the form ofHarrie Temmink, the deputyhead of the Online andPostal Unit at DG InternalMarket and Services. Youthgambling expert Jeffrey

Derevensky from McGillUniversity in Montreal,Canada has also added hisname to the roster.

The conference takesplace on 9-12 September,2014 at the Hilton Kalasta-jatorppa in Helsinki, Fin-land. The event is organisedby the European Associa-tion for the Study of Gam-bling, with the aim ofbolstering the dialoguebetween all sides of thecommercial gambling

industry. The conference isaimed at governmentalbodies, the gaming indus-try, those who have madegaming a subject of scien-tific study and those whoare working in the treat-ment field. In addition to aseries of panels and confer-ence talks, visitors will alsobe treated to a series ofworkshops and socialevents, scheduled to runacross the show’s four-dayruntime.

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