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Wednesday 20 Oct 2010
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Thursday 21 Oct 2010
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Press Reports
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London Preview 2010 Reflects Trade’s Better Side! The Stinger Report - 11th November 2009
Stinger Report Skinny! (9/10/09) The crowded amusement exhibition scene turned to London and the highly influential Preview exhibition, offering a market stall to the forthcoming 2010 market. Celebrating its 30th anniversary, this event bucked the trend and saw a positive and diverse amusement scene, no matter how hard some tried to see ‘doom and gloom’ in every corner. A condensed show space offered a chance to see the major trends in the amusement market and a glimpse at the big video amusement hitters before the chaos of the January UK show dates.
(For the full story, go to the Main Report online at – www.thestingerreport.com)
Main Report: The 30th anniversary Preview 2010, London’s autumnal amusement event, took place in the comfortable surroundings of the upgraded Novotel, the hotel reflecting a prosperous setting, even if the trade that packed its corridors was less expansive. Housed on the single show floor, while the mezzanine private rooms still collected a motley crew, Preview was a vibrant and informative show in a crowded calendar of events. Even with a postal strike the queues lined up to attend the top floor exhibition space.
One of the largest exhibitors on the newly reorganized top floor was SEGA Amusement Europe. The company had an intensive presence at the show with ‘HUMMER Extreme Edition’, the pre-production cabinet of the final design, with an illustration of the final design for the production cabinet. The new design will be one of a new range of cabinets that will come straight from China as the company focuses on the cost and development benefits of a Chinese production run.
Another driver on the booth was ‘Harley Davidson – King of the Road’. The full software version of the release offers a player the chance to compete through five levels to become the King of the Road. Already released, but also on display, was the driver ’SEGA Rally 3’ while the shooting category was supported by ’RAMBO’.
Third party support included the ‘Game Gate VU’, running the popular consumer football game FIFA 10 on the XBox 360 with a meticulous evaluation of the console playing platform, soon to see full release across the amusement and hospitality arenas. Also on display was Canadian manufacturer TrioTech Amusement’s ‘Typhoon’ passive motion simulator; the fun selection of rides films given extra impact by the rides’ wind system.
Regarding the UK sales business, the agreement for SEGA Amusement Europe to link up with Innovative Concept in Entertainment (ICE) had been announced in August in order to promote the ICE redemption range in Europe (the territories including Western and Eastern European nations, including France, Germany, Spain, Greece, Turkey, Russia and countries in Scandinavia and Eastern Europe).
Initially this press announcement caused some consternation, ICE having established a relationship with Brent Sales for many years. This latest announcement seemed to mark an end to this, but it would be later revealed that the important UK and Irish territories were not part of this new agreement with SEGA. Sources dismissed the Brent agreement as ‘small beer’, though the reaction to the announcement seemed to prove otherwise.
Back on the show floor, Brent Sales / Namco Europe used their space for another eclectic showing of first and third party projects. From Namco there came no new release, but some strong hitters: the booth had two ‘NIRIN’ motorcycle racers, while a solitary 'Razing Storm' kept guard, this running of the latest software update not being greatly publicized. However the big “no show” at the event was 'Tank! Tank! Tank!'. Much heralded in Japan and America, the game did not make UK landfall; a crowded market being seen as a reason to hold off an official release until EAG 2010.
As Namco’s amusement division restructured to the changing market, its consumer game publishing division in Europe revealed ambitious plans to become one of the top five publishers within the next few years. This comes after Namco acquired the Atari Europe consumer game distribution business from Infogrames in July 2009. However the core Namco amusement business in the UK represents 14 sites in Europe (revue-shared 2 and conventional 12), with no signs of slowing, despite third party sales seeming to represent the majority of business.
The third party push on the booth included Raw Thrills / Play Mechanix, who had three ‘H2Overdrive’ cabinet, with the speed boat racer from American developer Raw Thrills / Specular Interactive running the latest software version. Continuing the US invasion, Play Mexhanix presented ‘Big Buck Hunter Pro Open Season’, the brand new big game shooter now with 60 per cent more content and new hunting sites. Hoping to fill the vacuum the loss of the franchise from Incredible Technologies (IT) caused; ‘Big Buck Safari’ was also on display.
While SEGA claimed the ICE mantle in Europe, Brent continued to represent the range in the UK and showed the extensive range including ’Photo Finish Racing’ and the Korean-developed ‘Go Ball-istic’.
Another big hitter at Preview'10 was Crown Direct: the company showed in their video line-up for the first time two deluxe mini-motions from Global VR of ‘Twisted: Nitro Stun Racing’. However, the game seemed to be an early version of the code, including some questionable game elements.
Also making a serious impact on the video scene was distributor Electrocoin Sales. Fresh from their summer Open Day success, they kept the momentum going with a crowded show line-up. Already achieving strong ROI in the field, 'Guitar Hero Arcade' took pride of place. Next in the music rhythm scene was 'Dance Dance Revolution X'; the final production version bore the changes to the side flashes, inclusion of the operational USB element, and updated modifications to the dance stage.
Continuing the Konami Digital Entertainment partnership, the distributor showed two of the new ‘GTi Club SuperMini Festival’ cabinets, the specially redeveloped 'international' versions from the ‘unique’ original Japanese cabinets run at ATEI'09. The UK-inspired build keeps the handbrake, but sadly removed the e-AMUSEMENT PASS element in favor of quick play perspective. But it is the additional element to the core race game that makes the difference, with the Party Game feature having players play car football, dodge bombs or shoot tomatoes at each other making the game stand out from the rash of drivers.
As with OpenDay, Electrocoin represented a interesting slew of Taito titles including ’Panic Museum’. The theatre twin player shooter offered strong graphics and fun game-play and was one of the best new shooters on the show floor. Also seen at OpenDay, the eclectic ’Hopping Road’ was of interest, as a fun amusement title for the younger player, while promises of a redemption based version still abounded.
Third party partners on the Electrocoin booth included STERN Pinball, with ‘NBA Jam’ and ’24’ tables. The head of STERN made the trip to Preview, before flying to Rome for their show, but was able to give an insight into how their amusement business still focused on a mixture of consumer and retail when talking to the Stinger. However, one big Electrocoin partner that did not make UK landfall this year was the interesting “no show” of ‘Golden Tee Golf 2010’; the lack of the Incredible Technologies brand at the show being an example of growing market issues.
Continuing round the show floor, United Distribution Company (UDC) entered the crowded driving genre in video amusement by representing the Taiwanese International Games Systems (IGS), with four cabinets of the motorcycle title ‘Speed Rider’. The street bike racer offers a number of unique elements to a game that felt like a riding version of Maximum Time, one feature being a player’s riding position sensor that increases bike speed if the player leans forward.
The bike cabinet, along with a two and four player network included a Boost feature for greater speed and an ’SR id Card’. This player IC Card allows game saving for repeat visitation. Also on the UDC booth was the music rhythm touchscreen game ’DJ Max Technika’, launched at ATEI (from PM Studios), and ’Challenger’, a children’s game by Taiwanese Paokai Electronics.
Other video exhibitors included TAB Austria, taking a prominent booth to show off their touchscreen terminal solution and also to showcase their innovative table touchscreen platform ‘Fun4Four'. Also in this sector, JVL and their latest range were on the Genesis booth. There were also examples of the latest video SWP at the event, with companies like FatSpanner showing off their inroads into the gaming scene.
Finally, on the condensed show floor, Harry Levy had the Korean Belrare children’s video game ’Big Hammer’, a touchscreen hammer beating game, while the latest version of LAI’s ‘Texoninator’ was on display from PMT.
What This Could All Mean: Even with a concentrated exhibition floor, Preview'10 proved an energetic show with a lot to shout about; 1,200 pre-show registrations and over 800 badges on the first day. However it was the off show floor activities that illustrated the most about what was shaping the industry in the UK.
PREVIEW - FALL-OUT
Trends The changes in the UK gaming scene were constantly illuminated upon in the crowded bar atmosphere of Preview '10. It was revealed that the British Gambling Commission had issued figures which showed that the UK market currently contained 248,000 gaming machines.
Category C (AWP machines), with 121,000 pieces of equipment in operation, but that figure is 7.6 per cent down on the previous year. In Category D (also AWPs, but designed for seaside arcades with lower stakes and prizes) there are 71,000 machines in operation, down 1.6 per cent. Casino machines (B1), although the established base is small, are at 2,500, but that is up 24 per cent. Meanwhile B2 (fixed odds betting terminals or FOBTs) with 27,500 machines, are up 1.9 per cent. B3 and B4 machines, which go into members' clubs, total 26,800, with both sectors showing a decrease in numbers. Even operating certificates in circulation were down sharply from 439 to 367 and fewer machine manufacturers, down from 93 to 76. While adult gaming centres (arcades with payout machines) are up from 601 to 632 (data from trade association figures).
The trends that these numbers reflected were clearly visible on the show floor and in the bar:
*Fragmented Trade The late night drinking at Preview fuelled a number of shocking conversations. Even accounting for loosened tongues the Stinger representative was shocked by the passion of some sources. Spoken in not so hushed tones was the state of trade representation.
There was talk of the love that dare not speak its name: the idea of the dissolution of the current amusement trade association for an individual market representation; talk of a kiddie sector, along with amusement, operators and gaming venue sectors, reverberated throughout the show. Attempts to counter this were equally evident, with suggestions that, rather than a new association, the trade should split their show commitment. Even pacts with other associations (such as BALPPA) were proposed.
One aspect of consternation within the business was the observation that the most successful and prolific amusement system was absent from any showing at Preview. The infamous Fixed Odds Betting Terminal (FOBT), while still living in a questionable ‘grey-area’ limbo, the machine has gone on to dominate the Licensed Betting Office scene with tens of thousands installed across the UK scene. This fragile limbo represents a secret profit stream for many at the show. What will happen after coming UK elections in 2010 could mark the beginning of the proposed fragmentation of the industry.
*The Rush for Italy! Again the Preview event clashed with the start of the ENADA ROMA, the International Amusement and Gaming Show in Italy. A horde of executives rushed round the London event on the first day to grab their bags and make a break for the airport. Beyond an urge to leave the rainy conditions of London for Italian sunshine, there was a question as to the actual value of attending.
The ENADA ROMA show focused heavily on the gaming scene. Recent changes in local legislation has reshaped the state of business that once comprised over 250,000 amusement machines. While the current Global Financial Conditions (GFC) have changed the viability of the market in this territory, ENADA - celebrating its 37th anniversary - promised 200 exhibitors.
For an international industry that is in extreme redress of its previous high opportunities, the number of shows that overlapped during September / October seemed extravagant. Some were concerned by the childish infighting that saw some shows attempt to purposely clash on the same dates as others. The loss of AMOA will address some congestion, but many expect there to be more victims of the current restrictions on expenditure, and more childish infighting on show dates.
*EAG and ATEI Expo Build-up It was revealed in September that the EAG was, 5 months before the opening of the floors of the BACTA event, 85 per cent full – with more than 70 amusement and coin-op suppliers already booked, this was, according to the BACTA president, “…an event focused purely on the amusement and coin-op markets”. At the same time as BACTA / EAG made their announcement, the new managing director of the ATEI event made a comment predicting ATEI / IGE 2010 as a ‘landmark’ for the London show. As proof of the event’s continuing support, he also revealed that the events were at an 80 per cent full stage, with 240 exhibitors contracted.
The Preview event’s success was used as an exemplar of what it takes to make a show work. The organizers are legendary for their hard efforts to ensure success, which threw up questions as to whether others had the contacts, experience and infrastructure to support an equally profitable event. Complaints about the price of exhibiting at Preview were raised by some, but attempts to claim that the January shows were a cheaper alternative were proven false when the required extras were taken into account.
NOTE – It is hard to forget that it was just 2007 when Clarion Gaming had won with ATEI and ICE (IGE) the prestigious Association of Events Organizer (AEO) award - for the success an passion demonstrated by the Clarion team. That the credibility and polish of that ‘The London’ show has been tarnished by both the exit of the association and much of its original executive team is a challenge that the organizers relish to fight a comeback from. Just to prove that the International Gaming Expo (IGE) component of the event (previously ICE) was still going strong, it was revealed as the Stinger went to the wire that Clarion Gaming had received exclusive endorsement from the European Casino Association until 2012 for the event. This prominent trade association still supporting ‘The London’ show, along with an influential presence on the show floor, and support of an International Casino Conference, to be held on the eve of the event at the show venue.
*Cabinet Glitz Beyond the concern that there are far too many driving games in the market, another observation is that the standard of adornment on some amusement machines far surpasses the experience, and the actual value-added that this arcade 'bling' can hope to offer is questionable. The use of LED lighting effects and cabinet dressing has got to such a point that some question if there may be some price padding involved.
One source close to a manufacturer spoke off the record that his employers had demanded more plastic and lights be added to their next release in order for it to stand out from a competitor’s machine. The price for this glitz was actually eaten up by the company, though there was a concern that some distributor accounts were less generous than other because of this.
Attempts to claim that machines had a longer life-span are not borne out by the short life expectancy for these glitzy features. Other operators see the move towards this glitz as a means to blur the lines between Deluxe and Standard cabinet configurations, and with this cover the price of lower overall sales. After taking so long to embrace new technology (such as flatscreen displays), a lot of these inroads could be lost by over-stuffed cabinet design.
Finally, this year’s Preview marked a major step in the move towards devolution in the areas of amusement and gaming business. What the 2010 Preview will resemble will be based in no considerable part on the buyer and exhibitor reaction to that year’s EAG and ATEI events!
