11/11/06

“CARD GAMING: INCREASED INVESTMENT! – PART 2.” (#518)

The deployment of Paper and Plastic Cards in Amusement gaming

Stinger REPORT Skinny!

(4/10/06) The SECOND part of a two part detailed HOT TOPIC feature on the state of the market, the Stinger looks at the application of card games in amusement with a detailed rundown of the leading providers and how this applies to the application of video amusement in the changing gaming scene. The application from other international manufacturers covered and the way that paper and plastic card systems are deployed in the market. Finally the comprehensive report on the storage of player details includes news of Walt Disney moving to a fingerprint scanning system and the storm created by concerns of the misuse of visitor details.

Main REPORT:

The second part of this HOT TOPIC looks at the broader picture of the Asian and International application of Paper and Plastic smart card technology and the methodology employed.

Banpresto

Now a division of Bandai Namco Holdings, the company has still been able to find some independence. The unusual (and under-reported) nature of the inter-relationship between the big amusement factories in Asia can be seen with the application of the SEGA Satellite Terminal (ST) invisible barcode system for a Banpresto game. The card recognition system used in ‘GunDam 0079 Card Builder’ (Naomi 2), following the fundamental operational structure of WCCF and Sangokushi Taisen, the Banpresto game involved collectable cards based on the mobile suit combat robot battle franchise, supported by the player IC card.

The application of the Bandai property within this terminal-based game offered a unique way to get the franchise to the core audience in a compelling fashion. The large terminal based attraction has offered a popular game system that has extended game life through the card collection.

With regards kid vending, Banpresto has become a company attempting to make the most of the genre that SEGA fathered. Through Banpresto’s perspective of being linked to toy giant Bandai; they were given a unique view on the value of the kid vending - card collecting - genre originated by Tomy and SEGA. Under the ‘DATACARDDASS’ brand Banpresto has created a completely new operational division to develop these machines producing a series based on Bandai toy properties.

The company revealed exclusively to the Stinger that they had 14,000 DATACARDDASS machines in circulation – but more impressively, the company reports a staggering 100 million collector cards in circulation (paper barcoded cards). The company has released kid vending products such as ‘Yu-Gi-Oh!’, ‘DigiMon Battle’, ‘Naruto’ and one based on their popular ‘Dragon Ball Z’ franchise (see Stinger feature on Kid Vending – ‘Catching Them Young’ (#449)). The DATACARDDASS hardware initiative offers a next-gen version of the original kid vending model, Banpresto working on a more sophisticated game experience – as well as a reliable vehicle for Bandai properties.

Concerning Smart Card, Banpresto through its licensing relationship with Namco saw experimentation of Namco technology applied to their line-up. The Tekken 5 IC card system for their first connected release ‘Super Dragon Ball Z’ (System 246); the brawler based on the Bandai manga and anima property utilized memory card storage, and in contact with TSR Banpresto revealed that an amazing 200,000 IC cards were in circulation predominately in Japan.

So successful is the application of an MCRD card in the gaming element that the latest Banpresto title ‘GunDam Battlefield’ (System 258) builds the main game element around the player’s semi-smart card (information stored as seen with the Max Boost and Initial D series). The robot combat simulator PODs has the player select the side he is to play on, and the customization of his robot is all stored on card.

Konami Digital Entertainment (KDE)

The deployment of unique technology has always been the driving force for KDE. With initial Paper Card systems the company has fielded ‘Baseball Heroes’ (PC Hardware) that brought a baseball card-collecting element with ST delivery. In the kid vending sector, KDE has been slow to develop, with the first game in this genre ‘JSGT’ (PC Hardware) only now on test. The children’s-style JCB diggers and bulldozers collectable paper card game offers a two-player action variant to the kid vending package, steering their diggers with levers just like the real thing.

For Smart Card development, Konami has been one of the biggest supporters to fully embrace the connected amusement machine methodology. Under the ‘e-AMUSEMENT’ framework, the player connected game system is supported by the e-AMUSEMENT PASS (smart card). KDE sells the cards for ¥400 and claims that 900,000 active cards are in circulation supporting over 50,000 enabled machines. As with other systems, the KDE smart technology also supports mobile phone WAP web site connectivity for players to check their game information.

A new revenue model has been championed by KDE with their ‘eeMALL: 2nd Avenue’ concept. Missed by many in the industry, KDE have seen increased revenue from the eeMALL concept – a simple way for players to purchase special features for their in game character, that they would normally only be able to collect through extended play. This element of ‘buying’ special features opens-up a whole new avenue of opportunity with a ‘second-cashbox’ (secondary spend) element. Players now paying for their game, paying for their memory card, and also paying for game features – which also offer considerable ‘legs’ to the product. 

Successful games using IC Cards from KDE include ‘Monster Gate Online II’ (PC Hardware) that has revitalized the concept of ST gaming. While in the sports sector ‘Pro Evolution Soccer 2006 Arcade Championship’ (PC Hardware) offers a compelling football experience with cross platform support and the card element for customized gaming, soon to go territorial.

It is important to recognize that not all network gaming revolves round a paper or plastic card that sits in the player’s wallet. KDE has developed ‘Dance Dance Revolution SuperNova’ (BeMania PlayStation 2 Hardware) both able to support e-AMUSEMENT, but also a version for international application that uses players saving high score codes that are entered in online after the game, even via mobile phone. Seen in 2000 with the European deployment of 'Silent Scope 2: Fatal Judgment' (Hornet), and its Konami Internet Challenge (KIC), the ability to retain player stats without the need for connectivity is a benefit in emerging territories.

Internationally...

Not all the headway is being made by Japanese developers, and some interesting developments are on the drawing board.

LAI

The Singapore and Australian developer has built on their redemption audience knowledge to build a popular kid vending game. ‘Dino Dual’ (PCB Hardware) has the machine dispensing 85 different cards, with another foil set of 85 cards. Learning from operator demand, you keep a steady flow of collectable cards.

With over 5,000,000 cards for the game having been sold, the game has been sold mostly in Asia, and is only now starting to make American inroads as the international sector wakes to the opportunity of kid vending. The momentum that this first game has achieved has been a spur towards a follow on, ‘Dino Dual 2’ (PCB Hardware), coming in the next few months.

The company is increasing their investment in Kid Vending, with a totally new game in the work. Likewise the company is also looking at an adult video game using the card principle, though the company is keeping the details close to their chest.

Incredible Technologies

The North American manufacturer has single handedly regenerated the American upright video market, but this entailed moving from the “death of the video arcade” to the opportunities of the hospitality sector (pubs and sports bars). With over 35,000 of their original Golden Tee connected units in the market, the latest ‘Golden Tee Live! V.2’ (Proprietary Hardware) builds on credit card game and tournament purchases, and the origination of the VIP Gold card element of play - players cards a highly prized item by tournament gamers. Where membership cards have worked for the golf tournament, IT schedules Big Buck and Silver Strike Bowling as additional recipients.

Global VR

The other American powerhouse has acquired technology of its own; with the purchase of UltraCade's deployed Paper Card system from Sanwa, launched with ‘Breeders Cup V. 2’ (T4) available for their other platforms. On the Smart Card front the company has established the VIP card feature with the majority of their platforms. ‘PGA Golf Team Championship’ (PC Hardware), ‘Madden Season 2’ (PC Hardware)  and ‘Need for Speed: Underground’ (PC Hardware) offering the means for player to build up a selection of vehicles and or players personalized to their playing aptitude. Along with the loyalty scheme being established there are 100,000 Global VR Player Cards in circulation.

For Global VR as with the other video amusement manufacturers, the need to offer a feature of retained player information -- so familiar in the consumer game sector -- mark the importance of player satisfaction in gaming.

What Could this all Mean:

This has been one of the most comprehensive reports the Stinger has carried out on a sector of the video amusement scene that will affect us all. No matter how intransigent we may be toward card systems, either via our credit cards, mobile phones or by a manufacturer-proffered system - our future customers will be using them to improve their game and enhance their playing experience... and so fill our cash-box!

The one fundamental question that needs our attention is this. Is the operator the best person to sell these services, or should we now start to look carefully at another methodology to get the cards and services into the player’s hand? Is there a well-informed, progressive, and up-to-date service provider waiting in the wings to replace the operator in this regard? Or, is it time to find another method to entire players to play?

Breaking Stinger News - When talking about ‘personalizing’ the player experience with the use of some means to store details regarding players – the applications of this in the attraction market are best illustrated by the biometric security investment made by Walt Disney Company at their Florida venue as covered in Stinger #501.

Recent news following the Biometric Finger shape scanner system deployed for Multiple Ticket guests at the park experience is that Walt Disney World – is that Disney plans to upgrade (move) to a fingerprint scanner. The old system stored analog information based on the shape of the guests’ fingers, which were scanned with the resulting data stored for security of ticket use. This will now be superseded by a new system that creates a numeric code from every fingerprint scanned. This departure has started alarm bells ringing.

Where the finger shape system offered a unique database of information only useful to WDC, the new fingerprint based system opens the possibility for the information to be linked to fingerprint records and used by law enforcement, or -- if badly secured – it could possibly be accessed and used by criminals. The concerns voiced by privacy advocates hit the American media with the news of Disney’s move, triggering questions of whether Disney could someday be subpoenaed for fingerprint information.

The potential use or abuse of this system goes against the original claims of the WDC when the finger shape system was first deployed. Concerns over the finger print information will continue to rumble up to the deployment of the hardware in the park (Walt Disney World) for the 2007 season.