Expounding the value of reliable, recent and relevant data in assessing machine placement, CLMS MD Simon Barff has explained how the company’s OLGA Online reporting platform is providing insight into key issues such as regional differences in game uptake, helping ensure operators avoid “costly purchasing errors.” So what makes the regions tick?
CLMS has shared further insight into how AWP performance varies across the UK, using “solid, data-led intelligence” from more than 35,000 connected machines to identify key trends and how they differ by region.
With operators increasingly seeing the value in precise play data, MD Simon Barff explained how the company’s OLGA Online reporting platform can deliver answers that have real implications for business.
“With new machines now costing many thousands of pounds and content agreements often tying operators in for five years or more; selecting the right equipment isn’t just a commercial decision; it’s a strategic one,” said Barff.
“Our recent work with operators has not only validated upcoming investment plans but in several cases, has helped businesses avoid costly purchasing errors. By drilling down into the performance of machines via our OLGA Online reporting platform, we can clearly see that machine success is heavily influenced by local player preferences – and those preferences can vary significantly by region.”
Taking London as an example, Barff said the top five or six games on each cabinet tend to be consistent, with high-volatility games generating a much higher percentage of revenue across the Greater London area.
Meanwhile in certain regions of Scotland, Barff’s team has observed “unique behavioural patterns that may surprise suppliers unfamiliar with the territory,” such as a notable avoidance of green or blue-themed games within particular player sets.
“The reason? As many Scottish operators will tell you: “the Protestants don’t like green, and the Catholics don’t like anything blue.”
“ It might sound surprising, but these local sensitivities are well known in the trade – and they matter.”
“Machine performance is local and understanding your local market has never been more critical. Whether you’re weighing up a new cabinet or assessing the long-term value of a content deal, the right data can save you from costly mistakes and maximise your returns.”
