Indeed, the show with the hole (as it is now called in some rakish circles due, primarily although not entirely, to the layout of the upper floor in the exhibition centre) has lost something of its swagger. The ATEI used to stand triumphantly at the start of each year with its back toward the vanquished IMA and stare confidently at the oncoming year, safe in the knowledge that come Thursday evening, while many of its attendees might have local shows with which they would enjoy a dalliance, most were simply counting the days until their return to London to do the real business.

For a while it even managed to keep its pet hound ICE shut away in the attic or in the outhouse. But this little whippersnapper has been growing gradually from precocious puppy to full-blooded attack dog and show organisers could no longer resist throwing it a bone. Slowly the casino and iGaming shows have encroached on the lower level of Earls Court and on what some saw as ATEI's sovereign territory. While that view is a little misguided and the business reasons for the now-independent show organiser's reshuffle are without doubt sound in the market we find ourselves in, it was always going to create a level of ill-feeling that was likely to boil over.

And thus it comes to pass. The grass roots of the UK coin-op industry are revolting. This year a small, but effective splinter show emerged in a serviceable (if poorly carpeted) room down the road from the main event and, by all accounts, enjoyed a good level of attendance, a relaxed atmosphere and, perhaps most importantly, a viable business environment. To further stir the cauldron of discontent stewing upstairs at the ATEI, BACTA, the UK trade body that sired it before selling to the present owners, announced in the days leading up to the show that it was "looking at its options" regarding the possibility of parenting another progeny.

The main problem seems to be that the members of the UK amusement industry feels sidelined, over-charged and dislike the inconvenience of being stuck upstairs, and the overwhelming consensus on the show floor seemed to be that if BACTA led the way, the ATEI exhibitors would follow. As Euroslot went to press, BACTA members were due to meet in Birmingham at the end of February to review the options that had been uncovered and decide their way forward.

"We need to stand as one," said one veteran of the UK amusement industry and exhibitor at the show. "Whatever happens, wherever we go, it's important we stick together." This sentiment echoed those of many other UK exhibitors. ‘It's lost its atmosphere," said a long-time and high-powered UK operator. "It's underlined the fact that we need a new show and hopefully it will done by the industry." Again, he was far from alone in his views.

The desire to refocus the show on its core market is at the heart of this. While there has always been a gaming element at Earls Court, the influx of casino companies, the advent of online and server-based gaming and the new Gaming Act have combined to blur, what used to be considered, very clear lines between what ATEI was about and what the boys in the backroom offered. Add to that the rise of the Eastern European market and its street operations that are closer to mini-casinos than the UK's adult gaming centres (AGCs) and questions start raising their heads regarding the ATEI's suitability to lead that market forward.

That's why, if a new show is started by BACTA, while many of the UK old guard would most likely follow - including some, if not all, of the coin-op gaming manufacturers and distributors (a handful of whom steadfastly refused to be pulled downstairs this year, away from their fraternity), what is less certain is how many of the international companies would be drawn away from the newly monikered International Gaming Expo (IGE).

Also caught on the horns of a dilemma will be the bigger, more internationally focused amusement companies. The likes of Sega and Namco who not only have enjoyed busy stands at this year's show, but have reportedly been heavily ‘incentivised' by its organisers to make the most of life on the upper floor. A senior Namco executive admitted that splitting itself between two shows was not really an option so if, and at time of going to press this remained a big if, BACTA does decide to stage a breakaway, a tough decision will arise.

In the show's defence, despite the change of focus and the fluidity of the floor plan, the punters continue to come through the doors. Another year-on-year attendance increase was announced, perhaps to the surprise of some, and exhibitors admitted that there was ‘buying quality' on the floor.

"BACTA has every right to look at its options," admitted Peter Rusbridge, CEO of Clarion Gaming, which organises the ATEI and IGE. "When they get a clear idea of what it is they want then I hope we can sit down and talk about it. All I can do is deliver a good show, and I think that's what we've done."

And, to an extent, he had a point. In addition to the buyers stalking the aisles, there was some pretty good product on show. In the AWP arena news of the new stake and prize levels had created some optimism, but due to the timing of the announcement there was no tested £70 product to sell. Opinion is divided as to quite to what extent the new levels will help various sectors but, in general, the AGCs are likely to capitalise quickly, with multi-stake machines that might offer a more worthwhile option to those looking for a gentler alternative to B3s. Meanwhile, if you mention the pub sector, people still look at their shoes, shake their heads and start mumbling about smoking bans, credit crunches, Gordon Brown and what they'd like to do to him with a length of lead piping.

The buzz at the show was all about redemption, however. Everyone, and their mother it seemed, had ticket-based games to tout. "Join the Redemption Revolution," proclaimed the banners above the UDC stand, although to try and avoid it might have been a tougher task. The stand itself boasted a remarkable 36 new products and a few old favourites.

"The redemption market is maturing," said sales director Michael Green. "Operators are running it in a much more sophisticated manner, looking after the prize areas. You can't just put the stuff on display, you have to select the right merchandise and show it off. You've also got to put some thought into your range of machines. The great thing about redemption is that it offers something for the whole family, and makes them stay on your premises longer."

This view was shared by Crown Leisure managing director Dean Harding, who has seen a sharp increase in redemption sales in recent times. "Operators are starting to really get the hang of how to handle redemption," he said. "You've really got to offer value for money. It's proper family entertainment, fun stuff. Which is just what people want at the moment. With a bit of luck we'll have a few more people holidaying at home this year and that'll push some punters back into the arcades."

Harding highlighted Project Coin's Lucky Ball as having created quite a stir and also praised Electrocoin's redemption slots. Meanwhile over on the Electrocoin stand, you could barely moved for dispensed tickets as the redemption frenzy continued apace. The aforementioned Ticket Bonanza coin-in/ticket-out slots in the shape of OXO Tickets, Tutti Frutti Tickets and Coppers and Robbers sat alongside various spinners and pushers - all backed up by the impressive Galileo ticket management system from Italian supplier Elmac.

Also on the Electrocoin stand, and a few others besides, was the X Putt, developed by World Golf Systems, which can be operated as either an SWP or ticket redemption game and attracted a great deal of attention.

Vying with X Putt for most novel redemption idea was the Textminator by LAI, which put the younger generations of visitors to the test in a text message writing challenge. The machine drew quite a bit of interest, on the PMT and Cosmic Video stands, but not many commentators were either young enough or savvy enough to be sure whether it will be a hit with its target audience.

The Cosmic Video stand was replete with impressive product in addition to the Textminator and a raft of other LAI redemption product. The Texas Hold 'Em Heads Up Challenge continues to do very well in a number of European jurisdictions, while Global VR's Need for Speed Carbon, was one of the standout hits of the show, in quite a strong year for video product. Also worth of a mention was Sega's UFO Catcher, a strong crane product that has been enhanced with the release of a range of high-perceived value prizes from Sega. These include the Sega Vision, a combined portable TV, MP4, MP3 and digital still and video camera, that retail at £49.98 plus VAT, coming in just below the new £50 limit on crane prizes.

Also creating a stir on the Sega stand was the Game Gate, an arcade cabinet for consumer consoles. Hang on, you might think, there are dozens of them knocking about Europe looking decidedly dodgy. Well yes, there are, but this one is legal. Licences have been acquired from all interested parties and at the show there was a list of games that operators can pop into their local shop, buy over the counter, slot into the console and start charging cashbox for. Apparently that list will grow.

Sega did not disappoint when it came to the more mainstream product. Hummer, a two to eight player, motion-based attraction piece was joined by new Harley Davidson machine King of the Road and street racing twin driver R-Tuned in bolstering last year's Rambo and Sega Rally 3. Of course, it wouldn't be ATEI 2009 without tickets being on offer in the shape of Misfits, Sponge Bob Ticket Boom, Block People and a ticket version of Shoot This Win This.

Namco meanwhile also pulled out a few big guns, showing an unfinished prototype of the latest game from the Time Crisis stable, Razin' Storm, motorbike racer Nirin and for all those who fondly remember the Midway game Hydro Thunder, it's back, but this time it's by Raw Thrills and it's called H2Overdrive - it's mighty similar though, it's even got the base speaker in the seat!

The inevitable redemption offering saw coin-rollers Hollywood Reels and Intermission from Jenision Entertainment Technologies join Free Fallin' (plus the slightly larger Free Fallin' Max) and the football-themed Hat Trick.

Elsewhere, two former giants of the European coin-op scene came together to share a much smaller stand presence than either is used to. Jukebox maker NSM Music and touch-screen pioneer Funworld announced a distribution agreement whereby NSM will distribute the Austrian firm's products in the UK, USA, UAE and Ireland.

The dramatic reduction in Funworld's representation at the show is indicative both of the current coin-op market and, perhaps more specifically, the general state of the economy as a whole. But with rumours of another increase in the cost of space at next year's ATEI, the result of BACTA's musings seems all the more likely to go toward a cheaper and more focussed alternative.

The final question that then has to be asked is, does it make sense for Clarion Gaming to run the show without the BACTA members or ... could ATEI 2009 be the last?

Printer friendly version

Email this article to a friend

Bookmark this

---