Machines & gaming: maximising revenue
With research showing that the Scottish smoking ban has had a negative impact on AWP takings, licensees need to pay their machines extra attention if they want to make the most out of them. Here are my top five tips on how to maximise potential revenue:
1 Choose the right machines
Try to opt for machines that have a note acceptor installed as these tend to outperform machines without them. Also, try to invest in machines with a higher jackpot as they are always more popular. Don't just choose a machine because it is cheap - it is most likely to be cheap because it's old and won't necessarily offer the best returns.
2 Location, location, location
Don't just place your machines by the nearest plug socket, put them in a prominent position where they are most likely to grab people's attention. Close to the door or near the bar is always a good place, or even on the way to the outdoor smoking area. Just make sure it isn't causing an obstruction or out of sight of staff.
3 Rotate machines regularly
Changing machines every 12 to 13 weeks will maximise income and keep customers interested. Experiment with different types of games and machines. Quiz machines, pool tables and juke boxes can all bring more variety to your pub.
4 Maintain high standards
Just one faulty bulb on a machine can spoil a player's chances and sticking buttons and dirty screens can also be off-putting. Report any faults immediately. Make sure your machines are always in perfect working order and make a service call for all faults, no matter how minor.
5. Make play available at all times
Ensure machines are switched on as soon as the pub opens and stay on until the pub is closed. Always have plenty of change in the till and make staff familiar with the machines so they can offer help to new players.
Tony Guy is head of machines at tenanted pubco Admiral Taverns. Admiral has created a comprehensive advice guide for licensees telling them all they need to know about the installation, running and presentation of their machines to help them maximise income through games.
