30/11/06

“London 2007 Trail Blazer – Part 2.” (#522)

Stinger REPORT Skinny!

(15/10/06) Continuing the coverage of the influential London Preview'07, the Stinger looks at Brent / Namco (and their new structure status), Electrocoin and other of the exhibitors at the event, the main trends, and some of the behind the scene factors affecting the hard conditions for amusement in a changing sector. In this second part of the coverage, a recent event held in the old Trocadero facility is covered, proving that there was still life in the venue.

Main REPORT:

Continuing the coverage of the London gathering of the amusement industry, next to Crown and SEGA was Brent Sales / Namco Bandai Games Europe (NBGE), the booth was filled if not to overflowing, still with a good selection of hot video and interesting redemption and pushers.

Breaking Stinger News – After Preview’07; the Stinger speculation on the changes to the Namco European amusement structure took place – obviously we had jumped the gun considerably, and obviously the changes were not what was previously deduced. In the official announcement Namco Europe confirmed the appointment of its own Managing Director of coin-op distribution division. The new autonomous group having Brent Sales and Electronics reporting directly to it - all this will now be covered under the umbrella group of Namco Bandai Holding UK Limited.

Stinger sources in Japan when referring to the European and UK operation using the term ‘Namco Bandai Games Europe’ – this may be a mistaken mix-up of the consumer division and amusement, as the announcement referred to Namco Europe Limited (with no inclusion of the Bandai name). However, remembering that the Namco booth at ATEI’06 had the ‘Namco Bandai Games’ name clearly displayed; it will obviously take some time before the real shape of these changes becomes clear to all involved with more ‘restructuring’ sure to take place as the group expands.

Their booth at Preview'07 saw the big earner ‘Time Crisis 4’ (Super System 258) had deluxe and standard representation on stand, while one of the other Namco video releases shown was the previously released ‘Soul Calibur III AC’ (System 246). A surprising absence of new NBG released compared to a vast selection from SEGA.

The NBGE booth suffered from a number of absences from the planned appearances and debuts. The company had promised distributors to show on their booth ‘Mario Kart Arcade GP 2’, and Taito’s ‘Half Life 2 Survivor’ - the latter an interesting proposal as this would have sidelined the relationship with Deith in favor of the Taito Brent relationship for a game that will be a difficult DX system to place in the changeable amusement scene; the empty spaces on the booth speaking of the difficulty of this move.

Booth representatives continued to be adamant that the Nintendo-based driver 'Mario Kart: Arcade GP 2' (TriForce) is scheduled for release, though had not made it in time for Preview. Where JAMMA had revealed no name change, a Stinger source stood by his information of the port from the TriForce would be a sequel; the AOU'07 promising a new flood of titles.

Breaking Stinger News – Just as the Stinger went to the wire with this report the first marketing material for MKAGP2 was revealed – the game still on the TriForce, but now with new characters and in-game features. The four-networked racer based on the popular Nintendo and Namco mascots, and the popular console title was seen at AM Show last month, but received a surprisingly low-key presentation. Sources had hinted that NBG was having difficulty to get TriForce (arcade-ized Gamecube console hardware) – the original Mario Kart arcade release suffering from a very limited release even in the face of popularity and strong orders.

The NBG USA developed ‘Rockin’ Bowl-o-Rama’ (PC Hardware) was the last NBG title on booth duty at Preview - aspirations that the 50's styling retro pedestal track-bowler’ would be a perfect shoo-in for the hospitality sector growing in the UK, so favored by Merit, PhotoPlay and TAB. Going head-to-head with the Electrocoin / Incredible Technologies bowler. The game was shown in a non-connected version, though hopes are that the tournament-enabled system will find a place in the territory.

The second sport shooter on the floor, Betson’s 'Big Buck Hunter Pro' (PC Hardware) due popular appeal, though its popularity as an earner may be tempered as it was revealed that these big game sports gun games are banned from all UK pubs and bars. Looking for clarity on the position the Stinger was told that it was pub chain pressure to not support gun games in their facilities, more to do with distancing themselves from liability in family pubs, than previously claimed avoidance to shooting cute animals in the country of pet lovers.

Continuing the big Betson appearance at Preview, Brent had one ‘The Fast and the Furious’ (PC Hardware) supported by four ‘The Fast and the Furious Super Bikes’ (PC Hardware) - another major coin box earner in the Brent Sales summer season. Sources alluded to a new Raw Thrills driver for 2007 that will build on the bike racer. ICE also made an appearance on the Brent booth with their ‘Striker Pro’ (PC Hardware) Kick-it clone adjacent to the REALSoccer system, and continuing promotion of the GVR system – claims and counter claims still flying.

Another of the dedicated systems on the booth was one of the four motion simulators at Preview. Brent showed the new Taiwanese company IMOtion who brought a production prototype of their 'iGO' (PC Hardware) single seat interactive unit. The 2.5 DoF enclosed motion system offers a unique screen system, impressively sliding down on entrance and out of the way when the ride has ended. The IMON had two experiences running on it, a racing game was sidelined for a WWII tank battle PC game called 'Panzer Elite Action' by developer JoWood released at E3'05.

The blast-fest running on the machine was presentation software, with the full-blown completed game planned for release at IAAPA. IMOtion has taken on the skills of a US representative previously from Tsunami, bringing a wealth of past experience, shaping development. The sales and presentation of the system at AMOA moving to an industry presentable package, influential distribution in the States matched by UK interest - another possible Beach Head?

The strength in new development supported by Brent included the appearance of the production version of ‘Rollerball’ (PC Hardware). The Intouch Games SWP upright touchscreen and trackball game system was shown at ATEI and has just started to be deployed to favorable results. A direct competitor against Paragon and iTBox alternatives the InTouch system offering a 22’’ flat touchscreen with a selection of 3D games that offer no question style products but full action games. The company plans an update pack in 15 months and sees this system is a major development in the SWP application of video game systems.

With games such as Super Bikes, Time Crisis 4 and an SWP / Redemption lineup, Brent Sales saw its best-ever sales this summer -- putting a lie to the doom-and-gloom that some operators wanted to try and publicize. It is a concern that talking down the industry is being used as a negotiation ploy to avoid buying games, but forcing distributors into ‘testing’ machines for extended periods – and then returning the machines after they have earned the lion’s share of revenue…on test!

The last of the major distributors that showed video at Preview was Electrocoin, the company presenting their relationship with Incredible Technologies showing ‘Golden Tee LIVE! 2007’ (Proprietary Hardware) – the success of the European tournament team still ringing in all our ears – Electrocoin’s operation of the European tournament a growing success. It is this ‘special’ service that distributors like CVA and Electrocoin add to the deployment of systems with specialized territorial tournament operation that proves the need for some distribution work.

The third and final game shooting product at Preview was 'Big Buck Hunter 2006: Call of the Wild’ (Proprietary Hardware), looking dated amongst the Betson new release, while IT’s 'Silver Strike 2007 Bowlers Club' (Proprietary Hardware) with the new tournament feature also made a trip to the UK. As always Electrocoin’s enduring relationship with STERN pinball continued to prove the success of the sector with the latest pin 'Pirates of the Caribbean' being played intensively. The Stinger was unable to ask STERN representatives at Preview for their thoughts on the new Ultra Pin, it was not known if it was STERN influence, GVR pressure or UltraCade changes that moved the Ultra Pin distribution from Electrocoin to CVA.

The show marked a reorganization of commitments, with new focus and drive - a reality of this was for the fist time in a while Electrocoin abandoning its cocktail party, underlining the tough times experienced by distributors in general in the UK market. The feeling was that for the effort put in financially by Electrocoin they were not seeing an adequate return – for one The Stinger Report would like to thank them for previous year’s event which proved a valuable mixer, but sadly understands the pressures.

At this year’s Preview, MD Associates and their popular online amusement news service ‘Coin-Op News’ held a casual network drink session of their own – and again TSR would like to pass on a very big thank-you for the team’s gracious hospitality. Another very popular gathering was arranged by the hardworking organizers of the event – Howard & Wikberg Promotions – who put together a fantastic event, and a casual chance to chat off the record on the first night.

Of the other products in the pusher, AWP, Casino and SWP sector at the show – that don’t normally fit into the Stinger coverage, special note is worth mentioning of GameConcepts and their new pusher. The ‘Galaxy 21’ seems to mix the worlds of conventional coin pusher, pachinko and video gaming into a very unique package. The player drops coins down a LCD interactive screen onto a pusher table. The LCD screen graphics represented characters able to be hit by the descending coins towards a prize based mini-game. A very innovative system that is sure to have international credentials, the company revealed to TSR that a casino version of the concept is in the works.

The event had played host to a one-day conference on gaming and the state of the market – organized through InterGame. This proved an advantageous gathering as news was discussed regarding new British legislation that increased the amount of AWP's prize payout coming at the same time as new tax implications would be leveled at operators of gaming machines in certain locations. These surprise developments fueled concerns that possible association support of industry needs was in question.

The smaller presence at Preview of a number of manufacturers was also marked by the total non-appearance of some important developers. Konami – through their distributor PMT did not come to the show, even though interest in their latest BeMania product is still high (breaking news the following week underlining this fact – see Stinger). Restrictive budgets forcing the company to focus marketing on key opportunities, with a big splash planned for ATEI’07. Likewise Taito were not present at the event, also feeling that the January show would be best for their efforts – it is expected that ‘Half Life 2: Survivor’ (TypeX+) and ‘Battle Gear 4 Tuned’ (TypeX+) will make the floor.

Another Country…

The Stinger Report will be starting soon a series of commentaries on the future of amusement and the needs to develop a strategy to get the industry back into the game. In compiling this information, TSR owner KWP attended the ‘Dream Toys 2006’ London toy industry preview event to the 2006 Christmas market. This expo was organized by the Toy Retailers Association (with 400 members) and the British Toy and Hobby Association (with 148 members).

The importance of this event as a comparison to Preview’07 was not lost – an event that gathered the leading distributors – also gathered the leading media, offering a platform for the products to be presented in their best light, access to manufacturers given, and the ability for all the paraphernalia and requirements of media catered for by a professional trade association representing the toy industry and their media representative.

This event that clashed with the first day of Preview’07 (let hope this does not happen again), was well-attended, lubricated by the refreshments and detailed media reception (some would say spoon-feeding). The marked comparison against the amusement trade is the inclusive nature of a strong television media element to cover such an important event. Where Preview’07 had no (official) television media attendance – and a VERY small attendance of non-trade journalists – Dream Toy was reported around Europe that evening, with four of the leading Prime-Time television programs running elements of the event along with considerable column inches.

The Stinger feature will look into this in more details, but a serious question has to be asked regarding what the trade associations are doing to help promote amusement beyond our own circles? 

What Could this all Mean:
It was stated time and time again around the show floor and bars - that the operators are not buying!

But don’t read into this that the market is dead as astounding test numbers were being achieved; as reported above Brent Sales saw phenomenal numbers with certain locations weekly earning on Time Crisis 4 beating the £1,000+ figure (surmounting the previous top holder… Time Crisis 3) - the discrepancy being a fringed operator base willing to sit on their hands rather than upgrade. The resulting situation one that has forced the industry to operate their own machines!

Deja vu for all those older members of the industry seeing history repeat itself with manufacturers revenue-sharing or simply running machines themselves (as seen by the SEGA moves). As if repeating the video amusement scene of the 1980's the distributor is being sidelined.

Not a pleasant situation for many as self-operation also means restrictive machine operation - some manufacturers exclusively running only their hardware at the detriment of other profitable alternatives equipment - the issue of spares another ticklish factor.

For the exhibition community this shift impacts their structure - Preview a victim of quantity of product, against quantity of attendance. The shows second day a far quieter affair; with attendance from operators far down as they look to a two or even one exhibition attendance schedule.

Breaking Stinger News - While October in the UK seemed to focus round Preview for the amusement scene, the consumer market celebrated a special one-time event - London Game Festival. The major capital giving itself over for a series of conferences and events to promote all thing console and PC based.

Amongst this extravaganza an unusual occurrence took place. London’s largest remaining amusement site - The Trocadero - threw open its doors to a three-day World Series of Video Games. Partly sponsored by Intel, the event took place in the guts of what remained of the abandoned SEGA World facility on the disused Fifth, Fourth and Third floors of the failed facility.

Guests were ushered up the dust-covered escalators to the dilapidated and stripped interior, showing all the sad signs of over five years’ abandonment – all testifying to the rushed collapse and evacuation by first SEGA and secondly the temporary venue owners.

The Series organizers had invited sponsors from the home gaming scene to populate the abandoned space with kiosks running the latest PC graphics, screen and peripherals available - one company bringing F1 car simulators. While on the mid-section a hoard of PC's in network formation were used to provide the platforms for a grand tournament playoff between the best PC fps players for cash prizes.

For the remaining amusement site at the venue (the original first floor Lunar Park) the event was a vast boon to cashbox and a great publicity for the existence of the site - many visitors coming for the PC playoff and staying for the arcade games. The organizers of the event equally surprised by the popularity of the coin-ops, especially as a last-minute alteration forced the event exit through the arcade.

The Trocadero’s scheduled refit is expected to commence soon, but sadly too late the amusement promise of the site was illustrated again, wanting for a pair of safe hands. The dangers of poor developers revealed as the previously reported Battersea PowerStation (Stinger #493) looked to be in trouble again as a possible five-year delay in the ambitious plans for a leisure, retail and exhibition space at the London landmark