Focus on the Player Drives Redemption Sales

In the Games and Redemption Operating Manual, which we provide to our consulting clients, we break the many
details of operating a high powered Arcade into four broad groups we call The Fantastic Four: People, Games,
Merchandise, and Atmosphere. As managers and operators, we tend to focus on the games and merchandise when
evaluating our operation. Problems can occur when the games and merchandise are as far as we go, or if we fail to
understand how each of the Fantastic Four relates to the other.

We can’t lose sight of the real reason we are in business- to serve our customers! Knowing who they are, when they
visit, and how they behave has long been basic to game selection and layout. Do we, as operators, understand the
customer dynamics related to the Redemption Center?

Over the years we’ve learned that redemption customers tend to fall into four broad groups: Impulse, Traders, Savers,
and Super Savers. Impulse players tend to spend all of their tickets, they skew younger, often attending as part of a
birthday party, and spend in the $5.00 range. Traders tend to be a little older, often play with a family member, want
to win a BETTER prize, and will spend more than the Impulse player. Savers, most often teens and up, play for a
CHOSEN prize and often play the same game to maximize tickets in pursuit of that prize. Super Savers are our most
frequent visitors, they totally love redemption, collect tickets, think of them as money, and use them to “buy” things
they need and want.

You can follow the behavior of these customers through your redemption center: Impulse players win prizes in the
0-100 tickets category, Traders 100-500 tickets, and so on. By having a good selection in the middle and upper ticket
ranges we can move people up the ladder of commitment to your Game Room. If we can turn Impulse Players into
Traders, Traders into Savers, and Savers into Super Savers, they will have to visit more often and play more when they
visit! Sounds like increased spending and repeat visitation, keys to FEC longevity! Have a great summer season!