UK – IOA confirms triennial ‘footprint guide’By Phil - 11 July 2013
The IOA, the UK’s largest independent machine operator, has put together what it is describing as a ‘footprint guide’ in preparation for the introduction of the anticipated Triennial Review of stakes and prizes.
Martin Cookson, National Sales Executive at the IOA explained: “I don’t think any other operator has the same depth of experience as the IOA in implementing the outcome of Triennial Reviews and our footprint guide draws on that unique experience. We are in constant dialogue with our customers, listening to their needs and understanding their requirements and we will have in place a detailed and tailored solution for every customer once the introduction date is announced.”
The consultative process is not just restricted to the IOA’s customers, as Mr. Cookson noted: “We have been working closely with the community of games designers in order to help them bring a properly focused player-centric approach to the opportunity that we all hope is going to materialise. The feedback that we are getting from the market is to keep the changes simple, to understand and to offer regular wins with a mix of small and large prizes. Regular wins create extended dwell-time, which has a positive impact on footfall and by extension a pub’s bottom line profits. The games designers should be able to deliver great dynamics with the £100 jackpot which will give pubs a really important opportunity to grow the player base.”
Whilst Mr. Cookson is clear that the £100 jackpot represents positive news for pub gaming, he also thinks the sector has fallen too far behind other forms of gaming on the high street. He said: “Of course the triennial is to be welcomed, but we shouldn’t forget that we haven’t had a review for six years now. Other areas of the high street, most notably the bookies but to a lesser extent the country’s Adult Gaming Centres and Bingo Clubs, can all offer more attractive gaming propositions. Pubs play an important role in the community and I believe that they should be afforded the same opportunities to generate revenue from gaming as any other business on the high street, which means being given parity of pay-out.”