Back to basics: machine management

As you might have noticed from the cigarette burns on your fruit machines, AWP players also tend to be smokers. That means that, under a smoking ban, your machine take is one of the most vulnerable income streams in your business.

In Scotland machine operator Gamestec reports a five per cent fall in machine take since the ban - although there are signs that figures have begun to pick up again.

Even if the hardcore player not already tempted away by the fixed-odds terminals in betting shops continues to come to your pub, time spent smoking will mean time spent not dropping coins in machines. Scotland has seen some experiments in installing AWPs outdoors but there are obvious drawbacks to this and you can't rely on it for a solution.

Both Gamestec and Inspired Gaming Group, the other dominant machine operator in the pubs market (perhaps more familiar to readers as Leisure Link), are concerned about the threat to takings that are already in decline, and both are about to launch a support programme for licensees with their machines.

Gamestec is producing an information leaflet that will be distributed to more than 14,000 sites over the next few weeks and that will be

followed up with visits from the company's account managers to discuss how each pub can best plan for the ban.

Inspired's dedicated team will also be visiting pubs, in Wales from this month and in England from early June, and will be sending out a DVD and information pack with advice on maximising machine revenue.

There are no magic answers, though. Sound machine management is the key to riding the storm and minimising any fall in take.

So make sure you include machines when you are reviewing your plans for your smoke-free environment. Ask your machine-playing customers how they think the ban will affect them and, if you are a tenant, raise the issue with your business development manager.

The machine operators themselves are also there to help. If you are developing an outdoor area, for instance, you might consider providing some entertainment there, such as pool tables and speakers for your music systems.

Gamestec also advises that if you don't already understand your core machine-playing customer, now's a good time to start.

If they smoke, and they are happy to smoke outdoors, it's worth thinking about the traffic flows of smokers through you pub.

Why not challenge the current positions of your machines and think about putting them where they will catch the eye of someone on their way outside? Is there a demand for different kinds of machines that might keep smokers in the pub for longer?

If you are authorised to have three machines, then why not trial three machines and see what the uptake is? If you are getting rid of your cigarette machine, why not replace it with another gaming or amusement machine or re-site the machines you currently have? Don't waste space in your pub that could potentially earn money.

"It is important to remember that customers want entertainment and machine players will more often than not play again if the experience is enjoyable," concludes Gamestec.

"A good mix of machines can even attract new and different machine players, increasing profits further."

Machine management guidelines

Gamestec has created a list of simple machine management rules for you to follow to make sure you get the best from your machines and minimise your losses under the ban.

• Locate machines in a prominent position
• Ensure that newly legalised note acceptors are fitted to all your machines
• Get the correct mix of machines. Your operator is the expert in this and can advise on what will best suit your player base
• Always take correct security measures and locate your machines within sight of staff or the bar
• Set your machines at the right price of play
• Give players the maximum play time by ensuring machines are switched on before the pub opens and keep them switched on until closing time
• Always make sure that machines are clean, tidy and presentable
• Be certain all bulbs are working. One blown lamp can be costly to a player on a skill gamble, for example
• Experiment with different games and machines to appeal to customers and create interest
• Lower quality and rented machines may not be the best income generators for your venue. Ask your operator about the latest machines they have available
• Report service issues to your operator immediately. Machine downtime means the machine is not earning
• Educate staff on new games and machines so they can answer players' questions
• Always make change available as this can encourage play
• Be aware of legal restrictions such as age limits