Clarion is the owner of the prestigious Earls Court exhibition facility in the heart of London, providing the venue for this exhibition for over the last 15 years. The event is broken down into two core events, Amusement Trade Exhibition International (ATEI), featuring 277exhibit booths of amusements, and the International Casino Exhibition (ICE), featuring 185 booths of gambling related goods and services. This year ATEI was supported by an additional exhibition component, the Visitor Experience Show (VES) - 46 booths - the whole exhibition covering 270,000 sq. ft. of net floor space. Where 2005 was the year of mergers, ATEI '06 was the launchpad for these newly combined operations, attempting to portray an image of stability.

Here is a review of ATEI equipment highlights:

SEGA Amusement Europe - the completed merger of Sammy with SEGA was made evident at ATEI by the virile placement of strong content on the booth and some big surprises. SEGA’s range now includes amusement, vending, and redemption. SEGA Japan had chosen to launch the largest number of new content at the London event underlining the importance of this exhibition to place amusement products.

The company presented the completed version of ‘House of the Dead 4’ (LindBergh) in deluxe and standard format (the standard reminiscent of the Ghost Squad cabinet). The large deluxe cabinet is the first DLP (Digital Light Processing) monitor, a 62” display offering the brightest, clearest display in amusement history. The game, now shown in its final production variant, saw improved gun operation and completed levels - and generated strong enthusiasm from the players at the show.

Beyond the zombie blasting festival, SEGA chose ATEI for the first international presentation of ‘Virtua Tennis 3’ (LindBergh) (known as ‘Power Smash 3’ in Asia). The detailed presentation of realistic tennis was on display in a final playable version following preview at the Asian amusement show last year. The game is the second title to run of the PC-based LindBergh architecture that marks a visual supremacy in the CGi field over all competing coin-operated platforms. The realistic representation of the tennis arena is matched by highly detailed recreations of actual stars from the grass and asphalt game. The ATEI appearance was in the conventional Naomi Universal cabinet, and an example of the LindBergh DLP cabinet. Shown as an example of the R&D thinking of the corporation, building a highly stylish and futurist design - the cabinet also boasting an IC Card system, this feature however will be deployed on all versions, allowing the player to join the world ranking.

Continuing the investment by the corporation in sports titles, the latest version of the soccer game 'Virtua Striker ver. 2006' (TriForce) was on display. It was confirmed that the game would have an IC Card following in the footsteps of the previous release. The new TriForce game offers updated teams and football moves. Speculation strongly suggested this would be the last TriForce game to come from the Namco, Nintendo, SEGA relationship. This was one of two soccer titles presented by SEGA, the second ‘World Cup Championship Football: European Club 2004-2005’ (Naomi 2) was previewed internationally in 2005, but the production version has already shipped 36 units in the UK. The card-based soccer team management game has been finding strong public support, the company also showed a small two terminal version of the system.

WCCF marks a new move by SEGA towards operating their own games, though this system marks a special case, as the game, mixed with the trading card element needs specially handling beyond conventional distribution. This autonomy recently given to the international satellite of SEGA was in evidence in one of the biggest announcements on the SEGA booth next to the popularity of HotD4.

The appearance of ‘Ford Racing Full Blown’ (PC) came as a surprise to many, the racing game based on a worldwide license of the automobile manufacturer’s range for the game - the software based on the three-year-old PC racing game developed by Empire Interactive and Hollywood Games. Shown in a 60 per cent completed version, the six cabinet network driver offered classic Ford vehicles as well as the latest models. All were available to be selected in a series of racetracks both on- and off-road.

SEGA Europe has worked extensively with the software developers to create a game they feel best fulfils their particular territory’s needs. Though playable, SEGA executives revealed that the game would be released in a production version in March (which will be delivered in a twin cabinet with greatly altered art - rather than the cockpit at the show). The game is to be tested in the United States soon, and is expected to offer a cost-effective racing package for a market hungry for strong content - SEGA talking of additional consumer software licensed content on the horizon for amusement deployment.

Reaction to the game forced SEGA to hurriedly place ‘Prototype’ stickers over the game, and later it was revealed that the handling of the game will be enhanced (network driving showing fragility), also revealed was a proposed software feature that will have time released vehicles to try and encourage repeat visitation. A question voiced was weather the game would get a Japanese test date. Observers also wondered why SEGA Japan would can their proposed ‘SEGA Rally 3’, but then accept the development of ‘Ford Racing’, based on three-year-old software?

From SEGA’s own R&D stable two new titles made their first international appearance. Speculated as the last of the titles to be released on the Atomiswave interchangeable platform; the popular side-scrolling shooter ‘Metal Slug 6’ (A-Wave) found interest, while the new fighter - based on a popular manga animated series - ‘Fists of the Northstar’ (A-Wave); these two games seen as the last A-Wave games from SEGA, and underlined the disappearance of the Sammy name from the arcade field, all games (including Metal Slug 6) shown clearly as SEGA games only. Beyond the videos on display, an adult coin pusher called ‘Disco Dream’ was displayed - the game, shown in a 60 per cent completed format, is due to be localized to be suitable to meet gaming requirements in Europe, but offered a strong coin pusher system for a maturing market; the system incorporating LCD displays and special accumulation features.

Showing the international autonomy that seems to be a factor in the 2006 thinking from all of the Asian factories, SEGA themed a special area off their main booth for the demonstration of the company’s deployment into the children vending scene. The ‘Kidz Cards’ area demonstrated ‘DinosaurKing’ (Naomi), the card vending game machine based on the runaway Asian success of Muchi-King. Offering a universally popular dinosaur narrative the game was supported by a female-targeted kid vender machine. 'Love and Berry' (Naomi) found a number of fans during the show, and the simplistic but addictive play seems perfect to bring girls back to video amusement. SEGA is looking at the toy and retail market as the natural home for these systems, supported by extensive prize and merchandise placement. The UK operation has hired a toy and retail specialist and created a merchandising booth support to complement the deployment of their children’s based system.

The company had also in this section the latest incarnation of the Cycraft simulator, sources mentioned during the show that they would be revealing to the trade in Asia the latest motion platform created to support SEGA’s imminent release of ‘AfterBurner Climax’ (LindBergh) - this next to Time Crisis 4 and Virtua Fighter 5 the most anticipated releases that could draw the players back in droves.

Namco / Brent Sales - The second big presentation from the Japanese amusement scene finding favor in international market, the newly merged Bandai Namco Holding presented 25 products on booth ranging from novelty, crane, pusher and video. Of the Namco-specific titles, the big appearance of 'Time Crisis 4' (System ‘Super’ 256) caused a stir. The System Super 256 architecture system created a graphically compelling sequel to the popular series. This release received its world debut at the London show - the first time an Asian factory had picked this venue to launch new hardware. Shown in a deluxe and standard twin cabinet versions, the game incorporates new features unique to the game, such as special machine-gun and sniper sequences and an interactive screen sequence, allowing players to defend themselves from multiple directions by turning the screen through a special off-screen feature.

The feature offered a clear distinction from the home and arcade playability. However some operators looked at the game as a strong kit opportunity - this was quickly quashed by Namco, ruling out any such plans, and pointing to the new graphics hardware and new gun interface with enhanced recoil feature making a kit unachievable.

TC4 was one of only three gun games at the show, although building on brand awareness, it proved a popular draw. Namco however had another big attraction on their booth for the hardcore players. The first international appearance of 'Tekken 5: Dark Resurrection' (System 258), the updated version of the brawling brand, the game incorporates new fighters and special moves, and enhanced features for the popular IC Card component in the games popularity. The machine was surrounded by players for the duration of the exhibition, with the cream of the beat-‘em-up playing scene making the trek to worship at the altar of Tekken brutality. It is expected that the game will have some competition later in the year (‘Virtua Fighter 5’, and Namco’s own ‘Soul Calibur 3: Arcade Edition’), but during ATEI it reigned supreme - a strong indication of operator success.

Breaking Stinger News - Confirming what was previously revealed in Stinger #443, Namco has decided to develop an arcade version of the popular brawler ‘Soul Calibur 3: Arcade Edition’ (System 258). The game was previously released only for the Playstation 2 platform, the first time that the game missed an arcade release and went straight to the home. This move was previous to the Bandai acquisition, and with the clearing of the smoke from the merger, Namco’s new executive board started to try and redress the move away from amusement that had been instigated before the deal. In a show of operator and player power, a partition requesting an arcade release was started, amassing names from prominent facility bosses who felt the game should be given an arcade release. Initial strong-arm denials melted away with Bandai encouragement to ensure that Namco GM / AM business would be increased rather than decreased. Following prominent restructuring within the group, the producer of the Soul Calibur series Hiroaki Yotoriyama revealed to the consumer media that they had reversed their plans, proof of the weight the AM business now holds in the changed market.

Of the Namco-developed video titles on their ATEI booth, one game’s absence spoke of hidden success. No ‘Mario Kart Arcade GP’ (TriForce) cabinets were at the show, Namco and Brent executives confirming that they had sold out of the game, selling all of the machines originally allocated, and so were unable to bring a game to the show. Orders for the next shipment have already proven frenetic - it was unknown if this was due to the popularity of the Nintendo branding, or a strong coin-drop while on test - or as one observer quipped due to a low initial shipment. A new shipment expected to represent a rush for orders similar to the last day of the Harrods sales.Of the Namco-developed video titles on their ATEI booth, one game’s absence spoke of hidden success. No ‘Mario Kart Arcade GP’ (TriForce) cabinets were at the show, Namco and Brent executives confirming that they had sold out of the game, selling all of the machines originally allocated, and so were unable to bring a game to the show. Orders for the next shipment have already proven frenetic - it was unknown if this was due to the popularity of the Nintendo branding, or a strong coin-drop while on test - or as one observer quipped due to a low initial shipment. A new shipment expected to represent a rush for orders similar to the last day of the Harrods sales.

Namco’s example of Asian factory autonomy was the appearance of 'Rockin’ Bowl-O-Rama’ (PC Hardware) on the booth; its debut in the UK. The 50’s styling bowling terminal game developed by Namco America hopes to find interest from the European visitation, the Incredible Technologies bowling content clearly in their sites.

The acquisition by Bandai was evident on and off the booth, such as in the inclusion of the Bandai Namco Holding name in signage and Bandai’s vending capsule operation present on a corner of the booth. The popular capsule vended product a popular addition to the company’s line-up of product, a number of other capsule toy venders also exhibiting at the London show including Tomy Yujin all finding a strong interest from retail and amusement. Basking in a strong toy placement in Europe, Bandai’s Tamagotchi Connexion brand now enjoys number-one placement in the industry sales chart. The ATEI booth also played host to the Bandai president of Europe during the show.

Another addition to the make-up of Namco’s amusement presence was Banpresto’s appearance on booth. As seen at AMOA, the ‘Dragon Ball Z’ (System 246) brawler was shown towards the launch of an (English) localized version for a March (ASI) release; the game incorporating a special IC Card feature like Tekken to increase player interest.

Namco’s European presence is due in no small part to their own sales, servicing and distribution arm, Brent Sales. This operation brought a considerable number of represented products to ATEI and represented the lion’s share of interest at the show. Speculation on the future of Brent continued during the show, and no inkling was given of speculation of separation from the main Namco stable or a possible management buyout.

One such represented product range was the Betson Enterprises stable of releases for 2006. Betson represents the U.S. game development studio Raw Thrills for the coin-op market. Betson and Raw Thrills chose the London show to debut of their third video amusement release. ‘Super Bike’ (PC Hardware) offers the frenetic high-speed actions seen in their previous racer, but this time from the perspective of powerful super-bikes. To be released in a standard (28’’) and deluxe (50’’) motorbike cabinet, the player’s body movement contributes a fundamental part of the riding experience. The game was shown in a 70 per cent completed version with the final build to be seen at ASI. Inspired by the popularity of previous bike racers such as ‘Suzuka 8 Hour’ or Atari Games last product ‘Road Burners’, the fast action is supported by the company’s PIN high score pad. During ATEI, both male and female players put the cabinets through their paces, the game able to offer network play.

The other older driving release from Raw Thrills, ‘The Fast and the Furious’ (PC Hardware), was also on booth in the cockpit and motion cabinet versions; the motion system hoping to offer a deluxe big cabinet component to the mix. The Fast and the Furious brand still seemed a strong product, represented at the London Toy Fair taking place at the same time to ATEI, their prominent film and licenses were demonstrated being incorporated into the toy retail sector. One such brand is the Universal film series. Sources at the show demonstrated behind closed doors ‘The Fast and the Furious: Tokyo Drift’ the next film was debuted and the slot car and miniature licenses. Sources also spoke of a possible next outing in the arcades.

A new addition to the Betson stable, Play Mechanix, brought their ‘Big Buck Hunter Pro’ (PC Hardware), launched at AMOA to the UK for their first outing across the pond. The sports hunting title hoping to find a home in the club and bar market offers 400 unique experiences over 25 locations to accumulate sport trophy kills.

ICE, the U.S. manufacturing company whose full name is Innovative Concepts in Entertainment, continues to place product in the European scene and brought some new titles to the event. In the video section ‘Zoofari’ (PC Hardware) offered a fun children’s redemption game in a 29’’ fairground styled cab. The two players use a peanut dispenser to launch a stream of nuts at hungry animals within the zoo. ICE representatives were keen to point out that the game had been approved by the largest retail operator, Wal-Mart that has given the game a stamp of approval that will increase placement. ICE have now focused the company on kids and cranes, though the basketball hoop game ‘NBA’ had found incredible popularity even in Europe with over 100 placed. Though not shown in cabinet format, the company previewed print images of their soccer project - ‘Striker Pro’ looking to be a football kicker game in the mold of Kick-It!

Industry sources suggested that a possible legal battle could ensue over a sudden appearance of a Kick-It! It would seem that some executives behind the thinking of making a replacement of the popular penalty ball-kicking game, over four years old. The game was originated by Interactive Light, then had its license acquired by Global VR. The thinking that this license may have lapsed was discounted recently, and any infringement of this property will be met by stiff defense according to the company when questioned. This would add another kids game embroiled in a legal row.

Other manufacturers’ products shown on the crowded Brent ATEI booth included, ‘Gone Fishing’ (PC Hardware) by Tsunami Visuals continuing the child-centric product release trend amongst cranes and redemption units. One of the many surprises on the booth included a new touchscreen release, hoping to build a presence in the crowded Skill With Prizes money payout systems. ‘Rollerball’ (PC Hardware), developed by Intouch Games, offers eight different prize games, the player using a touchscreen upright terminal which includes a trackball interface.

Obviously one non-appearance at the show was European developer GAELCO. The Spanish company -- having found difficulty in placing their last game ‘GAELCO Championship Tour’ -- had focused wholly on their much more successful mobile phone content, and had completely abandoned the amusement field - as revealed by the Stinger in 2005.

Konami Corporation of Europe BV - At the front of the exhibition and the third-largest of the Japanese supported divisions; Konami Europe was recently given the green light to widen their coverage and look towards original game development. To focus towards international needs the biggest revelation was the appearance of ‘Dance Dance Revolution SuperNova’ (BeMania PC Hardware) - specially developed for the international scene. The latest version of the hugely popular BeatMania series, with a horde of loyal followers; the Konami offering hopes to win the players back to the original platform negating young pretenders from Korea, Taiwan and America. The new DDR includes over 250 new music tracks, and incorporates a global tournament, and a two player ‘battle mode’. The threat of legal action and strong defense marks the re-emergence of Konami in the dancing stage market.

News that Konami’s DDR will be making a major international placement was supported by the announcement that continuing their previously relationship, Betson Enterprises will provide distribution for this new dancing game in America. This is some six years since the last major US release of a Konami BeatMania title. Konami in America have not been complacent and (although the amusement product will be distributed through a third party), Konami North America has announced an agreement with the State of West Virginia to support trial of physical education and health related curriculum for two years using their Dance Dance Revolution arcade platform. The first phase will see 103 of the junior high schools supported by these machines and health program, expanding eventually to all of the 763 of West Virginia’s schools. This will be the first school authority outside of Japan to incorporate physical exercise supported by amusement hardware - Konami already has an extensive fitness venue operation in Japan.

Supporting the sport scene in Europe Konami showed 'Pro Evolution Soccer: Arcade Championship 2006' (PC Hardware). The hugely popular soccer game makes its return to the amusement scene internationally. Shown on booth in prototype cabinets, the game will undergo development for a special international version of the system with localized software. The game will allow players to compete in high quality football action between cabinets, and in a unique move Konami will implement a worldwide Broadband venue connection infrastructure for player league gaming. Demonstrated on the booth players were able to compete with players at the Japanese manufacturers R&D offices in real-time demonstrating the capability. The game also hopes to support the needs of the changed audience by allowing the game to be played with conventional controls or using consumer JoyPads - a feature seen on other cabinets recently.

An example of the satellite division’s autonomy in new development was on booth with the gun game ‘Cooper's 9’ (PC Hardware). The comic style gangster blasting fest hopes to offer a low-cost, but compelling shooting game to compete with the more expensive alternatives; the game launched at the UK Preview event last year, and will be receiving Japanese and North American trial towards expected deployment.

The surprise hit of the show was the quirky Japanese title 'Gashaaaan' (Viper Hardware). The game involves three players throwing small plastic balls at a large screen. The anarchic action offers a compelling and humorous playing experience, and its size and playing style allows participation by the enthusiastic audience. The Japanese game based on previous mini-game style products, will be going through redevelopment for the international scene after finding player interest - suggested that a two-player smaller version will be created.

The company also included another off-beat playing experience with 'Hammer Punching' (Proprietary Hardware) - best described as a fast-paced mixture of Whack-a-Mole, linked to a competitive fighting game and a special moving platform. The fast action has the player attempting to hit the raised pads as the platform spins them away. Though a Japanese cabinet, Konami Europe were evaluating operator interest in the concept.

Konami shared booth space with their distributor PMT (and French partner Avranches Automatics Sales), the company presenting a number of the previous releases such as ‘Lethal Enforcer 3’ (PC Hardware) on their side. The company also included some new products from other manufacturers - the Australian developer LAI Games kid vending product ‘Dino-Duel’ (PC Hardware) was seen, with 25 different cards, hoping to go up against the crowded dinosaur card game sector.

Taito Corporation - The Japanese corporation, going through the final stages of their own acquisition by the software publishing powerhouse Square-Enix, came all the way to London under their own steam. The big push was behind the company’s popular driving series with the latest version ‘Battle Gear 4’ (TypeX+) on display in networked deluxe cabinet goodness. The deluxe cabinet configuration will be changed for the international scene with the IC Card capability of the game used in Asia with their NESYS tournament system being removed and the creation of a standard cab design for smaller pockets.

The company has increased its investment outside of Japan, and in conversation with Japanese executives on the booth it was revealed that they plan to bring across more of their releases - one such product will be the appearance in October of the arcade version of the popular PC game ‘Half-Life 2: Survivor’. Other games on display included Taito’s version of the card gaming concept with a dinosaur theme; ‘King of Jurassic’ (PC Hardware) has been licensed from Korean developer D-Gate offering 18 Dino Cards and 18 Skill Cards, and marketing the three kid vending products that will go toe-to-toe.

Taito, famous for their extensive video amusement range, also brought to the show a selection of their crane products. Also on booth was ‘Space Invader’ the company’s first slot machine with AWP functionality; developed especially for the international scene, the reel machine with LCD screen animations consisting ‘Invaders Time’ mini games. The system launched the game through their European representation with CristalTec in Italy, Taito hoping to increase their presence from this beachhead.

There was some speculation regarding the choice of CristalTec as a partner, the company linked to the infamous retro ‘Game Crystal’ (Proprietary Hardware) system that previously had been denounced as illegal by Taito and SNK, but still seems to be on sale - condoned now by Taito.

Electrocoin Automatics Ltd. - The prominent UK manufacturer and distributor showed an extensive range of Amusement With Prizes machines, and Sector 16 Prize payout machines, for the bar and club scene - including their prominent Bar X line, along with a range of products from their partners. Stern showed their latest pinball table ‘World Poker Tour’, continuing to support the popularity of mechanical gaming among fans and operators. In another part of the booth Incredible Technologies had the completed ‘Golden Tee LIVE!’ (Proprietary Hardware) tournament machine while their ‘Silver Strike Bowling’ (Proprietary Hardware) and ‘Big Buck Hunter’ (Proprietary Hardware) series populated the other part.

Breaking Stinger News - During the ATEI, across London one of the largest toy exhibitions was taking place, and a Stinger correspondent stumbled across an exclusive appearance of the Radica toy range. On their booth was launched ‘Golden Tee Golf TV’, the game a TV Plug-in system to allow players to play the Incredible Technologies golf game in the comfort of their own home, with basic graphics, and a special lap interface trackball and four-button combination. The Radica company is best known for its TV plug-in classic video games. Incredible Technologies has attempted to enter the home before with a consumer software release of their game and through selling original coin-op cabinets to the home market. But after fraud problems crept up a few years ago, IT had to ban home users from their coin-op tournament programs. This will mark a new effort to establish the GT brand and achieve a new revenue stream from the popular golf series.

The current negotiation between Global VR and UltraCade Technology was still ongoing during the show, but through their relationship with Electrocoin, UltraCade was able to demonstrate the casino cabinet version for the European scene of their ‘Breeders Cup’ tournament system. Next to this however the company previewed a 60 per cent complete production prototype of the European version of ‘UltraPin’ (Proprietary Hardware). The system is a video pinball system, and following a number of licenses has been launched gauge operator interest. The company hopes to have the finished system on display at ASI, and hinted at full tournament support and a wide selection of pintables at a price to prove competitive.

Crown Direct - Another prominent distributor of amusement hardware, Crown has both a machine operation presence as well as a distributor, their booth included licensed SEGA games, and a vast array of gaming content including Sector 16/21 games. On display on the company’s booth was a new release in the video sector. Visual Sports Systems displayed the production prototype of their new soccer simulator ‘REALSPORT JUNIOR’ (PC Hardware), the system offers a simulation of the penalty and goal kick experience, rather than a simplistic ball tracker, the VSS patented technology used in their larger sports simulation systems compacted for amusement application. The company had a strong showing, and a production version is hoped to be at ASI.

The Stinger detailed show coverage will continue in the next issue.