Gaming machines can give pubs a boost

Gaming companies should help regenerate the pub trade, according to the head of one company in the sector.

Stuart Ross, group managing director of Gamestec Leisure, which provides gaming services to some 40,000 leisure venues across the UK including pubs, said his company was "committed to keeping the pub trade at the heart of its business".

Ross said: "Companies like Gamestec must play their part in regenerating the pub trade. We are actively looking at how we can work with our customers to open up new revenue streams, increase pub footfall and maximise the cashbox takings of SWP and AWP machines."

"Total alcohol sales in pubs have fallen by around six per cent in the last 12 months according to a CGA Strategy/British Beer & Pub Association survey and the gaming industry has been feeling the knock-on effects," he said.

Ross said that nine months ago Gamestec undertook a business transformation programme in order to modernise its infrastructure to help maintain an efficient service to its customers, despite tighter margins.

But Stuart believes the industry needs to help bring gamers back into pubs and look for further improvements in the delivery of service to the pub sector and its customers:

"Gamestec will continue to analyse the different market segments to find out what motivates gamers, which will no doubt lead to more promotion-led initiatives such as tournaments to attract players into pubs.

"On the whole people will continue to want to go out and be entertained. The marketplace must closely track evolving needs of the consumer and make sure we cater for both the established and next generations."

The advent of web, interactive and alternative forms of entertainment will also remain strong and need to be embraced if the industry is to engage and attract customers and remain sustainable, he believed.