Amusement
industry veteran Chuck Weiner discusses the smart way
to furnish the arcade room in a family bowling center.
Back in
the early 1980s, the local bowling alley was a popular teen hangout.
Every mid-size town in America had one. It was dark, smoky, sometimes
sticky, but it was the place to be on a Saturday night. Just about every
one had a snack bar where you could fill up on such nutritious health
foods as frozen pizza, cheese fries, and grape soda. And, of course,
each one had a small arcade room with a few classic video games like
Pac-Man and Donkey Kong. Occasionally, these games were even in working
order.
Sound familiar?
My, how times have changed. Today’s family bowling centers are
super-clean, efficiently run businesses with quality food and good lighting.
And bowling is enjoying resurgence in popularity, as the kids of Generation
X are now raising teens and tweens. So it may come as a surprise that
the arcade areas in many of these facilities aren’t meeting their
earning potential.
We’re
facing a slow economic recovery right now. Fortunately, this is the
type of financial climate that favors the family bowling center. As
money becomes tighter, more and more families are looking for affordable
entertainment options close to home. This leaves the bowling center
owner in an ideal position to capitalize on a down economy, and coin-operated
gaming can help keep you squarely in the black.
The biggest
money to be made in coin-op is in ticket redemption; however, not every
business is in a financial (or logistical) position to operate a full
redemption arcade. So in this article, I will focus instead on the five
essential non-redemption pieces that every family bowling center should
have. Without further ado, here they are:
Stacker Club
There
is no doubt in my mind that LAI’s Stacker Club is the best instant
prize game on the planet; in fact, it’s the only game I will endorse
here by name. Having said that, your degree of success will ultimately
be determined by the way you operate it. The beautiful thing about Stacker
is that it’s timeless. It’s a lightning fast game of reflexes,
and as long as the machine is stocked with desirable merchandise, people
will play. The key to making money with Stacker is high-value prizes.
The machine has the capability to award prizes valued at over $200 and
still turn big earnings, when properly configured. I operate several
in my own arcade, with hangtags for prizes like the Apple iPad and the
XBOX Kinect. You don’t need a full redemption counter; just a
secure office or storage area to stock a few items. To generate more
interest and word-of-mouth advertising, place a video monitor above
the machine. Run promotional videos for the major prizes and photo slideshows
of lucky winners all day on a loop.
Cranes
The skill
crane is the granddaddy of all instant prize games. Winning at a crane
takes a steady hand, coordination, and a little bit of luck. Again,
because the game play is simple and the prizes change with the times,
good cranes will be steady earners in your location for years to come.
That’s cranes, plural. I recommend outfitting your game area with
several cranes, at least one of which is running inexpensive prizes
that appeal to younger kids. This crane should be configured so kids
can win easily. You’ll still make money on every play, and the
kids (and parents) will feel like winners. This builds consumer confidence
and encourages repeat customers. Round out your fleet of cranes with
more challenging models stocked with moderate value prizes. Create a
theme for each crane, and fill it with merchandise that fits that theme
(i.e., one with watches, one with mp3 players, one with plush, etc.)
Driving Games
Thirty
years ago, most of the machines in a typical arcade or game room were
video games. Today, the balance has shifted away from video to instant
prize, redemption, and interactive play. However, there is still room
in every arcade area for a few well chosen video games. Driving games,
in particular, have withstood the test of time for a number of reasons.
First, driving games are more interactive than other video games. The
player is part of the action, using lifelike controls rather than a
joystick and buttons. Home gaming consoles don’t offer this kind
of realism. Second, most arcade driving games allow for head-to-head
competition by linking multiple cabinets. Friends can challenge each
other and race for bragging rights. Third, driving is still a right
of passage and a status symbol for teens. Sitting in the driver’s
seat is empowering, even if the road ahead is on a video screen. When
choosing a driving game, the newest title is not necessarily the best.
What you really want is a game that will pay for itself within three
months. Look for any popular title that has spawned a sequel or a special
edition. Buy used, and get at least two of the same title with a link
kit.
Gun Games
This is
a sensitive subject for anyone who is running a family operation. Fortunately,
the novelty and variety a gun game brings to your location is far more
important than the content of the game itself. There are plenty of non-violent
shooters on the market that will make fine additions to any arcade.
This is just another way of diversifying your location with interactive
play. Pick a title that suits your audience, preferably a two-player
game to encourage friendly competition. Again, it’s best to look
for a clean, well-maintained, used cabinet.
Basketball
Basketball
games are popular in redemption arcades, but they can also be a hit
in a non-redemption area. Disable the ticket dispenser and let players
shoot for high score, then post photos of the top scorers on a bulletin
board or video screen. Better yet, get two units and link them for competition.
To make things even more interesting, you can hold mini tournaments
for prizes to be used in your location, like a free game of bowling,
free shoe rental, or concession stand coupons and gift cards. The great
thing about basketball games is that they encourage physical activity
and social interaction, so they appeal to entire families. As always,
you can save a lot of money and break even much sooner if you purchase
quality used equipment.
So, in
summary, your game area should be a profitable extension of your business
that enhances the experience for your patrons. Setting up a good arcade
room doesn’t have to break the bank, because you don’t need
the newest, fanciest equipment. All of the recommended games in this
article are available used or reconditioned. As long as a machine is
attractive and operational, it will earn money. Most importantly, as
an operator, take the time to learn how the games work, and make sure
your machines are cleaned and serviced regularly. Filthy machines earn
very little; broken machines earn nothing. On top of that, take a tip
from P.T. Barnum and be a shameless self-promoter.
One more
important tip: help is always available to you if you’re willing
to ask. If you have any questions that weren’t addressed in this
article, please contact our offices here in Baltimore, Maryland. Our
staff of experienced industry experts will help you through every step
of the process, from choosing titles to laying out your floor plan.
We’re happy to help in any way we can. Remember, we don’t
just sell the games; we make them work for you. I wish you much success!
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Chuck
Weiner is a 35-year coin-op industry veteran. He is founder and president
of Weiner Distributing Company in Baltimore, MD, a leading sales and
service provider to the coin-operated amusement industry since 1984,
and owner of the Beach Arcade in Rehoboth Beach, DE.
For
more information, or to schedule an interview with Mr. Weiner, please
contact him directly:
1-800-4-WEINER
CWeiner@WeinerD.com
www.WeinerD.com
