Betson Enterprises, the amusement equipment, parts, and service distributor, has been sharing insights into why arcade operators should consider refreshing their games rooms.
To start with, investing in an arcade involves a considerable financial commitment and careful planning. The design of the space, the ideal game mix, the choice of prizes, the promotion of the products, and many other aspects are all key considerations. However, once an operator has successfully built an arcade, it’s also crucial to recognise the value of a “game room refresh.” By consistently investing in new games, businesses will be able to maintain and even boost their revenue.
Keeping up to date
Trends are always shifting, and technology continues to improve, meaning that operators cannot rest on their laurels. But how do operators know which games to get rid of, and which to add? Betson says this starts with understanding the arcade’s card system reports.
“Consistent analysis of the 6-week, 3-month, 6-month, and annual trend reports helps identify game assets that may be declining in earnings, provide redundancy (too many lanes, hoops, cranes, etc.), or are just not appealing to your customer base for other reasons,” explains Jonathan Betti, senior vice president of sales & business development for Betson Enterprises
“At that point, sharing data with your distributor to determine fair market value trade-in prices will help you narrow down the games to swap out. Trading in late-model games before they’ve become “old” provides a ripe time to offload an existing game and minimize the capital outlay to maintain a fresh game room.”
Adding in new games will keep regular customers coming back for more. Suppliers are now offering more features, such as virtual leaderboards and console crossover. When it comes to new games, operators should confer with their salespeople to find the most popular new releases. The ideal mix of video, redemption and merchandisers within the space will be unique to each location, but should still follow the general guidelines within the sector. Operators also have the option to lease games.
Boosting revenue and customer satisfaction
The next step is to make sure that customers know about the new games on offer.
“Don’t forget about marketing,” says Betti. “Not all locations have the budget for TV or radio advertisements. Still, card systems and loyalty programs give locations incredible marketing power to speak directly to their player base. Social media platforms like Instagram, Facebook, and Tik Tok are all low-cost avenues to bring awareness of new offerings to your customers. Let your customers know that a game is coming, then create excitement, and promotion around its arrival.”
Adding in new games is also a chance to rearrange the arcade layout. Changing the locations of existing games is a good way to make the space feel fresh.
Betson helps to ensure the continued success of its clients with the Betson Wellness Program, designed to maximise revenue and customer satisfaction.
Last month, Betson shared that it had completed a large game room installation for the latest location of the Supercharged Entertainment gaming arcade chain. This opened in December in Edison, New Jersey, US, with more than 140 games, multiple VR experiences, and a comprehensive prize centre.
