ne of the main talking points for the on-trade will be Barcrest Group's 'in.gaming' initiative which the company says has been designed to reinvigorate the pub AWP business.
Tim Kennedy, Sales & Commercial Director at Barcrest Group, explained: “in.gaming is a complete approach to pub gaming. We’ve created a whole new brand and product set and developed a specific business model where all parties are incentivised to grow income.”
The in.gaming product set includes three different types of gaming machine, each delivering premium content from Barcrest Games and Red Gaming. ‘in.terplay’ fully embraces video technology with high definition, full touch gaming using a single 32” touch screen monitor. ‘in.spin’ provides traditional reels gaming with maximum play area. ‘in.spin+’ offers players the best of both worlds, with traditional reels gaming plus full touch video features.
“Where the in.gaming offer really stands out is in the choice it provides” added Tim. “We’ve listened carefully to retail customers and designed a product range that will appeal to all types of players. Instead of attempting to force players away from traditional gaming onto video - we’re giving them the choice. Some sites will have an audience already familiar with video gaming and in these sites in.terplay will be an ideal solution. Where customers are yet to fully embrace video, in.spin games will ensure they are still catered for and in.spin+ can provide an introduction to video in a more traditional format."
Initial trials started in November in carefully selected sites. Each site was carefully reviewed and surveyed to ensure the right mix of products was chosen and each one has been equipped with an extensive point-of-sale promotion kit to introduce the in. brand and get the message across to players that something very new and exciting has arrived. Tim explained: “To support the in. products, we have put a lot of effort into creating a distinctive brand which players will recognise and remember, and associate with a great gaming experience.”
Marston’s Inns and Taverns is one of the pub retail chains taking part in the initial trials. The company's Leisure Machines Manager, Pat Woods said: “The pub market has been crying out for a point of difference like in.gaming. For the first time we have a comprehensive product range stretching from reels to video, with a distinctive brand that customers can’t fail to notice. This has got to appeal to the punters, as it allows the player to choose either reels or video. The initial results are very promising.”
in.gaming will be a highlight of Barcrest Group’s stand 4110 at ICE 2011