Machines & Gaming: Max Box Americano

Max Box, the company behind the multi-purpose entertainment and vending kiosks of the same name, used ATEI to launch a number of new products in response to a 15-month long research product.

The company, which used to be called Felix, unveiled the Americano, a new version of its existing models. It also announced the launch of more music functions, with founder Andy Egan saying the trial established demand for more simplified units, and that the most valued functions are in music.

The trial involved nearly 150 machines spread across venues ranging from pubs to airports.

"What it made us realise is that the Max Box had so many applications it was confusing," explains Egan. "What came out of the trial was that each machine should have no more than 10 applications." Max Box already offers a bespoke service under which pubs can choose the functions their model has installed.

The Max Box is currently in around 200 pubs and "works best in community outlets because the word of mouth is stronger," says Egan. "We learned in the trial that the pub's staff have to be behind it. So we are starting to offer them a free go whenever we do an installation. The problem with getting further growth is that people don't know about it yet."

Max Box's applications include a digital jukebox, an ATM machine, patented quiz game Everyone's A Winner, digital photography printing and a system to order flowers. It's hoped music file downloads for MP3 players will be available later this month.

Also launching this spring will be Max Box Lite, a home PC version. It is intended that pubs will promote it by handing out free memory sticks containing the files for the application in return for 50 per cent of the profits from the consumer's spending on their home Max Box.