Cover Story
(March 2005)Cover Story
(March 2005)The
coin-op industry has weathered storms and always managed to come out ahead.
Namco has been a part of that evolution and survival, offering the industry
games like Space Invaders and Pac-Man that defined an era and are still popular
decades later.
We
talked with Namco's Vice President of Sales and Marketing Frank Cosentino, who
is also the Chairman of the American Amusement Machine Association (AAMA), about
the tournament program the company is promoting.
When
we asked him what he saw as the most pressing problems operators are facing and
how they can be solved, Frank quipped, "I wish I knew!" Seriously,
Frank noted that surprisingly and in spite of talk of doom and gloom, operators
he's talked with say that their return on investment is good and they are
profitable. So what's the catch?
"Operators
are in a precarious position. They are seeing decent revenues but they are
hesitant about making investments in new equipment. Operators aren't seeing much
competitive pressure, locations aren't demanding certain equipment, and they
aren't feeling obligated to try something new. They have a nest egg, their
businesses are in the black, and they simply don't want to take risks.
Unfortunately, no business, especially the coin-op business, can continue to see
a profit without updating."
Frank
admitted that everyone is befuddled about how to advance the marketplace, but
Namco has found an area where operators are finding salvation of sorts:
tournaments. "We're not talking about online tournaments, this is good
old-fashioned tournaments held in a location. Players get together and compete
on their favorite games," Frank explained.
Difficult
times
Frank
said, "We have tried to show operators that if they do a little more than
buy a machine and plug it in, the games will earn more over the long haul and
even short term. Game players are a social group of people. They want challenges
and they want a place to get together to demonstrate their skills."
Frank
told us he was amazed at how much tournaments can affect a location. For
example, he described a small 2,000-square-foot mall arcade in the Chicago area
that was not really what you would call a hot spot of activity. Frank picks up
the story, "We hired Jason Arney, who was and still is a game playing
fanatic. When he moved to Chicago, he didn't have a game room where he could
play games or compete in tournaments. He visited this small game room and asked
if he could organize a tournament and the owner basically said, 'Knock yourself
out!'
"Jason
organized weekly tournaments and then once a month ran a cash tournament. It
wasn't big money, but we've learned that serious game players aren't in it
solely for the money. Jason did this for months and that game room is literally
thriving again. They now run Initial D tournaments and Dance Dance Revolution
tournaments on different days and brand-new games are tested there. It went from
not having much traffic to attracting a hard core gaming group."
Frank
added, "Once locations start having tournaments, it's like pool and dart
tournaments. They will increase their revenues, attract loyal customers, and
offer players a reason to come in for head-to-head competition."
Frank
continued, "There's a game room in Texas that runs Tekken 5 tournaments and
averages $800 per week. The game would still make $400 or so per week without
tournaments and some operators would be perfectly satisfied with that. But why
not put forth a little extra effort and increase revenues?"
Although
running tournaments is an ideal way to increase revenues on games like Soul
Caliber and Tekken 5, Frank cautions anyone thinking of offering players the
opportunity: "They don't play a game just for the tournament. First and
foremost, they play because it's a good game that's fun to play. The tournament
is icing on the cake."
There's
another crucial advantage to running tournaments: protection against the home
release. "When operators run tournaments, even a year after the consumer
title is released, the arcade games are still drawing players," Frank
noted. "Why? Because players can play the game at home but they visit the
location to socialize and show off their proficiency on the game. In fact, the
home release can only add to the appeal of the arcade version."
Tournaments
in game rooms certainly are not a new concept. Successful operators have found
tournaments as a way to bond with locations and to show how committed they are
to seeing the location thrive. There were probably tournaments held on early
Pong games somewhere. However, now more than ever it's time to get those players
back into the game rooms by feeding their competitive nature and their love for
a great game. Sure they can play games at home, but players are a social lot and
want to get together. The game room can be the gathering place for these
game-playing fans.
Frank
explained that it doesn't take a lot of effort to build a community of players
in a location. "It gives people a reason to get out. We assure operators
that it doesn't take a lot of work because once it's established the players
usually take over and run it themselves. There has been such a great response
from those who have tried it, but it's a small number compared to the number of
operators out there. I hope the reason more haven't done it is because they
think it will be too much work."
While
location tournaments might seem pretty low-tech with all the emphasis on online
applications, Frank explained that it's not feasible to make a game specifically
for online tournaments in the United States. "In Japan all games are
broadband compatible. In the United States locations do not typically have
broadband access so it's a much different situation. If someone wanted to
develop a broadband game in Japan it would be simple because everyone has it. We
were going to test it but too few locations have broadband. It will be awhile
before broadband enabled games are the norm in the United States. However, over
time the Internet will end up in locations and game makers can take advantage of
it."
The
tournaments
From
the card system, PlayStation ports, and National Tournament, Namco has gone the
extra mile to please hardcore, dedicated, game-playing customers. But it's not
just players who benefit from Namco's efforts. Operators have also seen generous
returns on their investment in Tekken 5. For locations that have focused on
tournaments and a competitive culture, Tekken 5 should earn well for a long
time.
The
card system
Players
love Namco's card system that tracks their statistics, such as their win/loss
ratio; stores their customizations (custom appearance); and stores the amount of
their fight money. Also, when players use their card their Ghost Data is stored
on that machine. This means that the game will use that player's custom
character that will mimic their style when other players choose the
single-player mode on that game. If the Ghost wins, the player who customized
that Ghost character collects fight money. The best part is that you don't even
have to be there and your customized character wins you fight money!
Tekken
5's card system continues to be successful providing players with an unparalled
level of customization and personalization per character. Since American players
are known to specialize in several different characters, players tend to have
more than one card. By requiring that players use their cards at its regional
tournaments, Namco has set a precedent that all tournament players should have
at least one.
With
29 characters all boasting their own unique style, there are more than enough to
satisfy even the most die-hard Tekken fans. Of course, Tekken 5 offers time
released characters that players have come to expect. The majority of them are
player favorites returning from Tekken Tag Tournament. However, Namco has remade
each and added a myriad of new techniques while revamping the character's
appearance.
Tournaments
Namco's
Tekken 5 local and regional tournaments have concluded and players are now
preparing for the National Tournament in Orlando, Fla., April 1-3. The Top two
winners in the National Tournament will advance to Tougeki (Super Battle Opera)
2005 in Japan.
Local
tournaments were open and unlimited. The window was December through January and
operators could run as many tournaments as they wanted to pre-qualify their
players for regionals.
Regionals
do allow walk-ins, but winning a local tournament guarantees a player a spot.
This way, if the tournament fills up, the player knows he won't be bumped. There
are nine U.S. regionals, two in Canada, and one in Puerto Rico. The top three
players from each regional tournament advance to the National Tournament.
Even
though the local and regional phases of Namco's National Tournament are over,
the Dougo system will remain active indefinitely. The Dougo system was designed
to help locations broadcast and promote their events to the massive online
community.
When
a location's Tekken 5 game is registered at Tekken.vg a "Dougo" is
established for that location. Players can sign up to join the tournament thus
receiving direct broadcasts for the operator. After the machine is registered,
the operator simply goes back to the location and chooses Edit Info, Add Events,
or Add Results.
Operators
broadcast events by adding them to the Dougo. An operator can go to the
location, choose Add Event, fill in the event details, and once completed the
event will be displayed on the front page of Tekken.vg (Namco's portal) and
Tekkenzaibatsu.com (the Tekken community hub). According to Namco, those sites
have over 20,000 users daily.
Once
the event has been completed, the results can be added. The operator simply
follows the tabs and there will be a display of who won the event on the front
page of those two sites. This gives players additional admiration and respect
among their peers. Players love earning bragging rights!
In
addition to broadcasting events and the results, used in combination with the
community forums, a location can be established as a premiere tournament
destination. To become a premiere tournament destination, a location must set a
standard for quality events that put players first. Namco admits that it takes a
little extra effort and an investment in time, but going the extra mile will
reap long-term benefits.
Evolution
2005
Players
are also looking forward to Evolution 2005 in Southern California, the final
summer tournament that culminates the season for most players. Essentially,
Evolution is a multi-game, large-scale tournament that features players from
around the world. It's organized and run by game players and highly respected
among the game playing community. Roughly 2,000 hardcore game players attend the
event. Although it's very community based, Namco exhibited Tekken 5 at Evolution
2004 to get the ball rolling.
Many
tournament hotspots hold sponsorship events to raise money for players traveling
to Evolution. For example, if you run a pay-to-play event, you can charge an
entry fee in addition. All money raised in the fees will go toward winners'
travel expenses. During this season players will look to host these events on
their own, but if you step up and offer to host it for them, it shows that
you're interested in their competitive culture.
Check
out the Web site (www.tekken.vg/dogou.php)
and if you need more information, contact Jason Arney (jarney@namcoarcade.com).
The
products
Tekken
5 has taken the game playing community by storm, but Namco wants to remind
everyone that it has a long list of other products available for an array of
players. Here's what the company is now offering, but make sure to visit the
Namco booth at the Amusement Showcase International (ASI) because you never know
what new games might be introduced.
CAPSULE
FACTORY(tm)
In
this one-player Pac-Man(r)-themed merchandiser, players control a robot arm in
an attempt to balance a capsule. As the arm slowly pushes up the ramp the player
tries to drop the capsule into one of three holes. The hopper can store up 60
four-inch capsules.
CHECKPOINT
RALLY
This
is a unique stock car themed racing game geared toward children. It offers
players exciting game play in an eye-catching, uniquely designed cabinet. The
die-cast car "floats" around the track like magic as players attempt
to pass 10 checkpoints in the time allowed. In addition to the
operator-selectable ticket payout, players are awarded bonus tickets for
reaching all 10 checkpoints. It's available as a ticket-dispensing redemption
unit or a prize-dispensing merchandiser.
CONVOY(tm)
This
unique, self-contained merchandiser is suitable for locations of all types and
sizes. Players drive their "rig" from the West Coast of the United
States to the East Coast. Players must apply their "brake" in a timely
manner to stop their rig on the appropriate number on the map of the United
States playfield to reach their target. The player is allowed three chances to
win every time they play. If the player succeeds he chooses from numerous
valuable prizes.
DONKEY
KONG(tm) CLASSICS
This
game features several of Nintendo's greatest hits: Donkey Kong(tm), Donkey Kong
Jr.(tm), and Mario Bros.(tm) Nintendo of America originally released the first
of these classic adventure games in 1981. Namco's retro-styled, 3-in-1 cabinet
has been updated with new features previously not available in the '80s. Players
enjoy the same groovy game play in these ageless titles. From avoiding fireballs
and crushing barrels to collecting coins for bonus points, these titles have
stood the test of time. This timeless classic video game is available in an
upright cabinet and both a coin-op and non-coin-op cabaret model.
FLAMIN
FINGER(tm)
In
this unique, maze-themed game, players use their finger to trace over a LED maze
in an attempt to escape the maze within the time limit. It features hundreds and
hundreds of mazes. Its intuitive game play appeals to a wide spectrum of casual
players. Several units can be linked, allowing for greater jackpots in a shorter
time frame. It's available as a ticket-dispensing game, a self-contained
merchandiser, and three ticket-dispensing games with a kiosk sign that can be
customized for any location.
JACKPOT
2(tm)
A
one-player coin pusher redemption game, it features a unique coin entry system
with seven coin slots, allowing for up to 49 coins played at once. The three
ticket dispensers add excitement during the payout.
NFL
FOOTBALL(tm)
This
one- to four-player football-themed video game bears the official NFL license.
Players can select from all 32 professional teams. Players use a trackball for
movement and two push-buttons for play options. It features hundreds of
offensive and defensive plays.
Ms.
PAC-MAN(r)/GALAGA(tm)
Ms.
Pac-Man, Galaga, and Pac-Man in one retro-styled cabinet is a retro lover's
delight! One-half of the cabinet features Ms. Pac-Man side panel graphics, while
the other features Galaga graphics. The front of the cabinet, the marquee, CPO,
and game instructions are an enchanting blend of the two classics. Game play is
identical to the originals with a number of added features that did not exist 20
years ago: regular or speedy Ms. Pac-Man, original or rapid fire Galaga, and
player-buy-in continuation mode. It's available in an upright cabinet, cocktail,
and a cabaret model with a coin-door or without a coin-door for the home
recreation market.
SEAQUAIZY
Two
great games in one uniquely themed cabinet. The player times the release of a
ball to earn various values of tickets. Then he attempts to stop the spinning,
colored starfish legs. If successful he wins the number of tickets indicated in
the Treasure Chest. It features simple, intuitive game play and a playfield that
"glows" like an exquisite tropical aquarium.
SPACE
INVADERS/QIX(tm)
Space
Invaders, the one- or two-player classic video game celebrating its silver
anniversary, challenges the player to move the laser base and shoot the endless
waves of aliens descending toward him and then shoot the flying saucer for bonus
points. This two-in-one cabinet also features the simple but addictive QIX
puzzle game. The retro-style cabinet is enhanced with stunning silver cabinet
accents. Space Invaders/QIX is available in an upright and cocktail style
cabinet.
TEKKEN
5(tm)
A
decade in the making, Tekken 5 embodies Namco's finest technology, strongest
game play, and commitment to bringing the best to the market. The visuals and
effects are fine examples of the power behind the new, proprietary Namco 256
hardware system, which is 33 percent faster then the previous Tekken system.
Tekken
5 features Character Time Release, new characters and stages. In addition to
being faster and visually more appealing then it's predecessor, Tekken 5 is the
first fighting game featuring an IC Card System, which provides players with
access to a broad range of character customizations, rank achievements,
statistic tracking, and name displays.
Another
popular feature found only in Tekken 5 is the ability for players to bring their
PlayStation2 pads from home and plug them into the ports on the control panel of
the dedicated coin-op game in their favorite game room.
TIME
CRISIS 3(tm)
The
one- or two-player cooperative gun game features Namco's innovative "Hit
and Hide" system. The player can attain new weapons by hitting special
objects throughout the three stages. They can also switch weapons to defeat
various adversaries using an on-screen menu by pulling the trigger while hiding
from the enemy. Unique camera angles maximize the advantages of the System 246
software.
TURRET
TOWER
On
this one-player gunner/fighter pilot action game, the game components are housed
in a compact octagon-shaped cabinet. The player assumes the role of a gunner as
he sits in a swiveling gun turret. It features six wicked weapons, power-ups,
three difficulty levels, and a bonus level. Each of the four levels is comprised
of three waves of attacks. The playing console, seat, and monitor can rotate
right or left a full 360 degrees. The player controls this motion using the
joystick.
The
staff at the Bensenville, Ill., office, (l-r): Anita Friedl (Sales Coordinator),
Tom Siemieniec (Eastern and Midwest Sales Manager), Frank Cosentino (Vice
President of Sales and Marketing), and Emilio Cabrera (Western and International
Sales Manager).
Kenji
Hisatsune, Vice President and COO
Kevin
Hayes, President and CEO
Robert
Corona, Sales Administrator
Thu
Ngo, Director of Manufacturing
The
vital customer service staff, (l-r): Daniel Steingrimsson (Technical Support
Specialist), Angela Sousa (Customer Service/Administrative Assistant), Sonny Kim
(Customer Service Manager), Cuate Romero (Parts Specialist II), and Jeff Myers
(Technical Support Specialist II).