GW08-p34-35-comment:Layout 1 21/12/09 13:46 Page 2
Email: adronfield @gbmedia.eu Email: gl@sjc.co.uk Fax: +44 (0) 1204 392 748 Scott & Jones Communications Ltd Bolton BL1 4AY Opinions expressed in this publication should not be regarded of action taken or refrained from in realiance on the contents lawfully publish. All submissions are made at the owner’s risk.
Tel: +44 (0) 1204 396 397 Ad Production: Advertising & Subscriptions: 20 New Road, Brighton, BN1 United Kingdom as the official view of Gaming Business Media LLP, except
of this publication.
Fax: +44 (0) 1204 392 748 Dave Roderick Gaming Business Media LLP 1UF United Kingdom Tel: +44 (0) 1204 396 397
where stated. Views, opinions and recommendations
© Gaming Business Media LLP 2008. All rights
Notes for contributors
Art Director: Neville Maw Email: gdk@sjc.co.uk Bolton Technology Exchange Tel: +44 (0) 1273 69 99 00 Publisher: John Sullivan
contained in this publication are put forward for consideration
The Editorial Board welcomes the submission of articles for
strictly reserved. No part of this publication may be
Email: ks@sjc.co.uk Subscriptions: 33 Queensbrook Bolton BL1 Publishers: Email: jsullivan@gbmedia.eu
only. No action should be taken in reliance upon any such
consideration by the editor with a view to publication. Articles reproduced, stored in a retrieval system, or transmitted in
views, opinions or recommendations. Neither Gaming
Designers: Andy Heath Sarah Haworth 4AY United Kingdom Gaming Business Media LLP Tel: +44 (0) 1204 396 397
submitted will not be returned and accordingly contributors
Business Media LLP nor contributors accept any
any form or by any means without the prior written
making submissions should retain copies. Submission of an
Email: ah@sjc.co.uk Email: shaworth@gbmedia.eu Tel: +44 (0) 1204 396 397 Bolton Technology Exchange Printed by:
responsibility for any loss occasioned to any person article will be held to imply that the article contains original
permission is given, full acknowledgement of author,
Gina Lloyd Tel: +44 (0) 1204 396 397 Editorial & Production: 33 Queensbrook Stephens & George howsoever caused or arising as a result of or in consequence unpublished work which Gaming Business Media LLP may publisher and source must be given.
VIEWPOINT
Bruce Everiss
COMMENT SIDEVIEW
mouse2button
To comment on this article
Email: al@sjc.c o.uk
Coin-op can learn from console
Italy
counterparts’ mistakes OPERATIONS
Some of veteran video gaming industry marketer Bruce Everiss’ comments about the
Will Italian reform
console market’s copycat mentality, its lack of originality and burgeoning second hand
be a double-
scene could give renewed hope and inspiration for the coin-op video sector.
edged sword?
here are a lot of the inevitable, a Beatles game Store getting one and a half loads of brilliant new ideas THE ITALIAN GAMING
T
doom and gloom that flops. Publishers are just billion downloads in a year for the IP. By and large, the INDUSTRY IS CURRENTLY
headlines around not thinking from the cus- and Evony getting 10m regis- industry markets are incredi- IN THE MIDST OF A SEA
at the moment. tomer’s perspective. People tered users in just a few bly inefficient with advertis- CHANGE, AS NEW LEGIS-
Lots of develop- really don’t want all these months whilst boxed card- ing that preaches to the LATION CONTINUES TO
ment staff being laid off, similar titles. A way of flog- board and plastic retail converted. Instead, they FORCE THE HAND OF BOTH
games selling far less than ging a successful IP to death games gather dust on the should be trying to engage MANUFACTURERS AND
expected, major publishers is to try and get the customer shelves is the new reality. with the public. Nintendo OPERATORS. While the new
making massive losses and to pay every year for a slightly Many publishers now just has done this incredibly suc- Most publishers have now laws mark the next chapter in the
release schedules that look a updated version. This is flog their old IPs to death. cessfully but the rest of the released all their franchises country’s gradual shift away from
little thin. What is happening incredibly inefficient as you Those IPs will not deliver industry has failed to take for this generation of plat- protectionist ideals, Tiziano
here? The industry has end up with lots of cus- forever. Publishers need to this on board. Customers forms. So they are waiting Tredese says the shake-up will
become even more lemming tomers just buying alternate build value in their business now buy games with an eye for the next generation plat- not be without any casualties.
like than normal. We get a suc- iterations, or being turned off and the only way is with a for the resale value, with the forms to release them all Italy’s newly signed video
cessful game like Guitar Hero by the cynicism of the whole new IP. It is risky, but publish- effect of concentrating the again. In the meantime, they lottery terminal legislation has
and suddenly everyone exercise. ing is about risk. And these market into the block- can’t think of anything for become one of the key issues of
thinks it is the second Customers are moving to days you can experiment on busters, at the expense of their developers to do. The 2009, as manufacturers, opera-
coming. Other people do “me online games faster than the the cheap to develop plat- less well known titles. Plus, recession, meanwhile, is tors and industry observers cele-
too” imitations whilst the publishers are. Lots of pub- form and then if it works the purchasers of the second nothing more than a conven- brate what is largely considered
owner of the original title lishers have misread just move the IP to the expensive hand games are not putting ient excuse. Even in a reces- to become a catalyst for growth.
flogs it to death with count- how quickly the market to develop platforms. And any money in the devel- sion, people give up paying Some, however, insist the indus-
less variations. Then we have would change. Apple’s App the Apple App Store has oper’s pocket. for their entertainment last. try must remain cautious, espe-
cially amid the current downturn.
Tiziano Tredese, founder of
Italian distributor Elmac and a
What the papers say
leading authority on the country’s
gaming industry, said: “My
opinion is that video lottery is the
future of slot machines in Italy.
However, they are arriving at the
worst period in time for an opera-
James
issue with most Chinese tor in the country.”
gaming companies is that the Tredese drew attention to the
Walker
games they produce are very fact that many Italian gaming
Asian-themed, so they remain businesses are still involved in
MEDIA WATCH
difficult for western audi- paying debts related to the previ-
ences to associate with. “Unfa- ous conversion of Comma 6
miliarity with Western slots in order to comply with the
gamers’ tastes is also a poten- new Comma 6a legislation. “If
tial pitfall for the Chinese [the full roll-out of] video lottery
companies in that they will comes in spring, surely at the
U
S video game makers are have to spend much more beginning we will have a collapse
facing an eastern inva- than they do in China to in our income. When you have
sion, according to an promote their products in something new, it is always diffi-
interesting passage in the those markets,” he said. cult.”
New York Times. After noting Across the Atlantic, Alistair The Elmac founder also high-
that stocks of major software Darling, the UK’s Labour Party lighted additional costs that
houses Electronic Arts and chancellor, heeded calls from many concessional VLT groups
Activision Blizzard have around 50 MPs who had are passing down to operators in
“fallen off a cliff” of late, the become anxious about bingo the form of ‘warranties’ - some-
newspaper said there was an clubs closing in their con- times up to E5,000 per machine -
opening for Chinese industry stituencies following his pre- in order to offset exorbitant
players to come into western vious decision to raise gross gaming licence fees.
markets despite the very profits tax on the industry by Moreover, while Tredese
obvious cultural differences. 15 per cent to 22 per cent. tralia’s leading pubs and about 11,000 to nearly “Woolworths and Tabcorp made it clear that VLTs would, in
The US video games indus- Darling cut GPT to 20 per poker machine operator by 12,000. are both keen to increase their the long term, be beneficial to
try is currently reeling from cent, but the Bingo Associa- locking horns with gambling NLG, which has 31 lease- poker machine numbers as the wider gaming industry, he
the downturn, and some tion’s Paul Tallboys told the giant Tabcorp in a takeover hold pubs in NSW and they have a high profit margin said they may serve to deepen
industry observers believe Financial Times the reduction fight for listed pub operator Queensland, has a market cap- with few operating costs,” the current decline of amuse-
the country’s major software should have been to 18 per National Leisure and Gaming. italisation of A$15m explained the Herald. ment products in the country.
groups and distributors may cent. “If they have recognised According to the Sydney (US$13.6), but was worth “However, their moves come Indeed, given the fact that
ultimately collapse under the data was incorrect, then Morning Herald, sources A$370m (US$339.3m) when at a time of uncertainty for the returns on slots are typically
their own weight should the surely you put it right,” he said. close to the deal say the it floated four years ago. The industry given potential much higher than amusements,
market remain sluggish, “Even that would still leave grocery, liquor and poker company borrowed heavily changes to regulation which it stands to reason that opera-
leaving ample room for leaner bingo as one of the highest machine giant is considering at the top of the market and could be triggered by the Pro- tors would choose the former in
companies to jump in. taxed forms of gambling.” an offer for NLG. If successful, has been hit by falling poker ductivity Commission inquiry the event of not having the
However, according to Atul Woolworths’ aims to Woolworths could increase machine, food and beverage into gambling which is due to resources to afford both during
Bagga of ThinkEquity, the expand its dominance as Aus- its poker machines from revenues. be released next year.” the downturn.
GamesWorld | 35 | December 2009/January 2010
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54