Sega COO Justin Burke has been in the thick of the business for a long time, and with a world leading brand he knows exactly how international competition has been able to adhere to different rules and regulations than those his own operation has been brought up on. Ahead of IAAPA in London this week, Burke issued a strong reminder that cheaper products can prove to be very expensive in the long run.
The COO of Sega Amusements International has cautioned operators against buying untested games directly from manufacturers in China, highlighting numerous pitfalls regarding quality, reliability, delivery, and compliance.
Speaking to the Amusements and Attractions journal ahead of IAAPA Expo Europe, Justin Burke warned that though the initial price can appear tempting, businesses would be wise to work alongside established suppliers.
“There is no denying China has become an influence on amusement products for the West,” said Burke. “However, and it’s a significant consideration, buyers must understand that price is only one part of the equation.”
“Reliability, compliance, after-sales support and supplier longevity are equally important factors when making purchasing decisions. We have been trading with Chinese manufacturers for some 15 years and can still get burned.”
Burke noted that a lack of guarantees around compliance is one of the main reasons not to seek out a direct import, with many manufactures failing to meet EMC and LVD test standards, or provide Rohs documentation.
“Failure to verify compliance can have serious consequences,” he added. “Aside from potential legal risk and the implication of invalidating insurance, insufficiently tested or unsupported products increase the risk of incidents, which can damage customer confidence and the reputation of the wider amusement industry.”
“The sector has spent decades building a strong reputation and maintaining that trust should remain a priority for everyone involved.”
Burke’s comments come just a few weeks after Electrocoin’s John Stergides Snr issued the same warning with his company’s Football Champ showing at IAPPA this week, a few halls away from a near identical product which is currently being challenged in the Chinese legal system under patent infringement.
