Simon Liddle explores the ever-expanding world of redemption
THE top earning machines in family entertainment centres and game rooms are typically ticket redemption and prize merchandisers. The latter is presently the subject of much debate in the US, largely due to the high retail value of the prizes on offer. Ticket redemption, however, is widely regarded as the key driver within the industry and in the majority of territories has not attracted any negative publicity.
For the amusement sector, it is a key driver – a great deal of investment goes into developing new redemption titles and this investment is often rewarded with thousands of machines sold into locations around the world each year. There is some debate over whether redemption has in some way contributed to a decline in popularity of video games, which typically take up less of the gaming floor that they once dominated, though it would seem less of factor than, say, home consoles. Instead, the explosion in popularity of redemption has come along at a time when amusement operators were looking for ‘the next big thing.’ It has revitalised many traditional operations, helped others make the move from adult gaming to family entertainment, and generally given the industry a much-needed injection of optimism.
“Redemption attracts a particularly wide audience because it is very family-orientated,” said John Brennan of Bandai Namco, which is currently enjoying particular success with its Triple Turn and Pac-Man Ticket Mania redemption products. “Everyone in the family, from grandparents down to toddlers can enjoy the games together.”
This sense of providing entertainment to the broadest possible audience is key to the success of redemption and the way the games are typically now the main revenue generators in family entertainment centres and arcades.
“Families need an escape and family entertainment centres give them that,” said Holly Meidl of Bay Tek Games, the company behind the Big Bass Wheel redemption game. “A step out of reality to spend time together for a couple of hours and enjoy one another, putting the laptop, tablets and smartphones down in turn for some family-friendly competition, fun and memories that will last. As our digital and competitive worlds continue to grow, so will the need for great FECs to take the ever needed break.”
According to Justin Burke of Sega, the redemption sector is showing growth year on year. “Each year it’s becoming a more and more important part of the business,” he said, noting that there is something intrinsically familiar about the style of game play that appeals to all ages.
Read the full article in the July issue of InterGame.
