E-pub - Time for Buzztime?

They say that whatever happens in America sooner or later happens over here. Hopefully that isn't always true. But one idea is certainly beginning to take hold in Britain's pubs.

In a matter of months interactive on-screen games system Buzztime has been installed in dozens of houses including a promising trial run in 27 Greene King Pub Company outlets. Its quick success here, or perhaps more importantly its potential, prompted a visit last month from the California-based company's chief executive officer, Dario Santana, accompanied by the man in charge of global sales who happens to have a perfect name for the job - John A Boozer.

It could have been the jetlag, but Dario seemed seemed slightly bemused to find himself in the middle of a sluggish Monday afternoon in a south London community pub that can have seen very few customers popping in from the other side of the Atlantic. Or even the other side of West Norwood.

Still, this was true Buzztime country, and he was enthusiastic about the possibilities,

"The UK is an important part of our business, the biggest growth opportunity outside the US and Canada, and we putting the people and the talent we have into it.

"Over there we are in 4,000 out of 45,000 pubs. Here there is perhaps a bigger potential."

Dario's optimism is founded on Britain's unique "quiz culture". The pub quiz is at the centre of Buzztime's offer here with quizzes on screen through the day. There is a second channel with other games, among which poker is expected to be a hit. But it's the quizzes that are driving things.

Customers can pick up a Buzztime Playmaker (pictured) at any time and join in, answering multiple choice questions against the clock and scoring points for speed as well as accuracy. Their total comes up in a league table and they can see how they are doing, not only against other players in the pub, but against quizzers nation-wide.

Buzztime puts up some decent prizes along the way, but the appeal for many is this real-time, competitive edge. John describes its target audience as a "psychographic rather than a demographic" in that it attracts people who like playing games whatever their age or gender.

Licensees benefit from up to eight advertising slots an hour. Another advantage is that the quiz more or less runs itself.

"All we recommend barstaff do is leave the playmakers lying around," says John. "People will pick them up and figure out for themselves how to play, and they can soon become addicted.

"Our research shows that players spend 47 per cent more than non-players - it's clear they are staying the pub longer."

Players are also likely to tell other people about it. On average, pubs with Buzztime are 70 per cent more likely to be recommended by their customers, bringing in new trade.

John believes the system's pulling power could become an important factor when British licensees face the test of a smoking ban next year.

"In America bar owners have used Buzztime to make them a destination location, to give people a reason to come in, and stay in, the pub.

"Smoking bans have come in, state by state, across the whole of the US but businesses have back to their old levels. Smoking is a turn-off for many people and bars have increased their food sales, but Buzztime has also been a driver in that."