This is the first part of our monster four-part series of reports that hopes to give a clear overview of the factors that shaped this years International Association of Amusement Parks and Attractions conference and trade show - and beyond! This portion deals with the extensive amusement products that filled the Florida venues show floor.
The Stinger Report correspondents returned weighed down with information following their trip to Florida. The International Association of Amusement Parks and Attractions conference and trade show took place in Orlando during November 2008 at The Orange County Convention Center (OCCC). The trade association is celebrating its 90th anniversary, while the exhibition that supports its membership enjoyed its 89th year.
The theme of this year's event is 'success in every direction', reflecting the expanding membership of the IAAPA organization. Last year's event brought over 26,500 visitors from 90 countries to experience the products and services of over 1,100 exhibitors. Even in difficult conditions this year 1,154 exhibiting companies were laid out over nearly 500,000 sq.ft., in floor space; the equivalent of walking over eight miles of stand space - and the Stinger representatives did! For the Stinger Report's coverage of the IAAPA show, the reports have been split into two main areas of interest - Amusement and Attractions. This most comprehensive of reports of the show (exclusive to our readers), has also been split up into various trends shaping these sectors.
AMUSEMENT
To quote the President and CEO of Honda, while visiting the US to open a new car assembly plant, while the rest of the remaining US industry floundered in November 2008:
"We have always understood that challenging times represent opportunity!"
Sentiment that seems apt for the amusement scene; the industry had the biggest showing of the year in Orlando, and proved that though the core of it's business may be seriously broken, there is still strong business to be made if the product is rightly placed.
Namco America
The big developments in the amusement sector came off the show floor and in the board rooms and investment operations supporting a number of the prominent names in the market. That said, there was still a lot of new video amusement on display at IAAPA, a show that the video amusement industry has taken to is heart. Namco Bandai Games' American subsidiary was no exception. The big games and guns came out to play!
'Razing Storm' (System 357 Hardware), the impressive 60" DLP monitor, supported by a big Digital Surround sound audio system, encompassed the blaster-fest that is Razing Storm. Called by many a '2-player Crisis Zone', the game bore many of the hallmarks of the Time Crisis trilogy. The game included spectacular action sequences, a fully destroyable landscape and hoards of enemies.
Surprisingly, there were only two playable levels of the game on show - sources said that a 60 per cent complete version (the actual AM Show'08 cut) was rushed to the show, the Bandai Namco Gaming studio working hard for a near-complete version for ATEI / AOU'09. This tantalizing glimpse was enough to see that the game will be popular with its ultra-realistic machinegun recoil - however, how much the game will enthrall, is a matter for the final cut.
'NIRIN' (System ES1 Hardware) is another surprise hot from AM Show'08 – the motorbike high-speed racer was a strong racing title, in the night-time city adventure mold. Though the game will not employ smart-card saves, the game felt very much like other street racing titles of the genre - the action much more realistic than its competitor, Raw Thrills 'SuperBike'. It makes use of a player body movement interface motorbike cabinet (ala the 1995 'Cyber Cycle') - another element in the games interest. Time will tell if it can hold its own in a crowded bike market.
Along with titles that have already received their release at ASI and AMOU'08 - there was one surprising omission. The new Namco America 'Hip Hop Scotch' needed additional development and was not ready in time for launch at IAAPA - even though the game was shown at Gala and AMOA'08 the previous month!
One redemption game that was both new, and given space on the Namco booth, was from a new amusement start-up. Power Play Entertainment used the Namco booth to launch the new 'The Amazing Spiderman Adventure Alley', again picking IAAPA over AMOA to launch. This well designed redemption game is part of a new series of redemption and video releases from this new entrant into this changing market; the company comprising ex-executives from Global VR, hoping to revitalize the market.
Betson Enterprises
For the distributor manufacturer, their attendance at IAAPA'08 was a momentous and industry-changing moment in their 70 year history. The company had come along with its distributed titles, and those manufactured through its partnership with Raw Thrills - it also gave everyone a glimpse of two titles that could blow the market totally wide open.
The majority of the Betson positions of the booth showed releases that had already been seen at various US exhibitions - including the completed version of the 'Big Buck: Safari' DX cabinet, sporting the new CoinUP tournament feature. Also, the company had their selection of previously launched Raw Thrills drivers ('Superbike', 'Nicktoon Nitro' and 'Fast and the Furious' series). But it was the Konami portion of the Betson booth that had the greatest attraction.
Konami Digital Entertainment
In the latest development of the relationship between the Japanese manufacturer and the American distributor - KDE took a prominent portion on the Betson booth, which they decked out as their own, to make a big launch and reveal what many insiders in the amusement sector had been aware of.
With a big fanfare, KDE showed a 70 per cent complete version of their big property 'Guitar Hero Arcade' (PC Hardware). The system has players selecting from between 50 songs, in 2-player action, with 11 selectable characters to choose from to represent them on screen - following the fundamental music rhythm game principles of the BeMani and Activision originals.
The software was still at an incomplete state as final negotiation was being made on the licensing of the play-list, while the cabinet gave a glimpse of what the final layout of the interface and styling were to be. The machine followed the trend at this years show for neon-light styling. Sources close to Konami confirmed that a major ATEI'09 launch of the production version was being planned.
The Stinger Report will be running a detailed feature on what it took to bring the Activision consumer success to the arcade, now under the control for amusement application through Konami. But a new wrinkle to the proposal is that in 2009 Raw Thrills will be releasing an adaptation of their CoinUP online network in support - looking towards a tournament infrastructure which promises prizes.
Breaking Stinger Report - The appearance of the GH brand in an official package for public-space gaming, marked a momentous move into the amusement sector by a consumer brand - a game that has already generated 'illegal' revenue for some amusement venues was now available in a legal package. However, some operators used the appearance of the game into the arcade scene as a tasset-approval to use the home game in their venue.
This misguided perception has come home to haunt those operators that are running illegal machines or organized 'Guitar Hero Nites'. Activision and Konami have now started active policing of the brand to ensure that the arcade machine has no hindrance to implication - and this has shone the light onto a number of companies that are infringing the use of the consumer machine in the public space.
At IAAPA'08, the arcade 'Guitar Hero' came into contact with one such example of a non-official use of their IP. The company IGX (interactive game experience) showed their 'Adrenaline Jam Tour' infrastructure, offering a console or PC game environment to suit clients in the venue and exhibition sector. The free admission event entertained up to 8,000 user/spectators; the company also runs Guitar Hero tournaments for a fee - it was revealed to the Stinger that Activision was already working to look into this possible issue.
'American Idol - Star Studio' (PC Hardware). The singing booth - again developed by Raw Thrills, through the Konami partnership - offered players a chance to try out their pop-star skills. The system using voice analysis in comparison to the chosen song towards the reaction from the judges on screen to the player's performance - the player has a huge library of songs to perform too. Licensed from the television program (based on the UK version called the 'X-Factor'), developers of the system also offer the ability to email the song to the player, or vend a mastered DVD of their effort.
Rumors had suggested that following the success of the recent development of Konami's 2008 business internationally, they would be taking greater control of their fortunes - this was self evident at IAAPA'08 with a new team re-opening a USA presence for the amusement factory, beyond their representation agreement with Betson. In Japan, Konami Digital Entertainment (KDE) was still releasing new products - with 'Guitar Freaks V6: Blazing' (Proprietary Hardware) recently on Loctest in Japan. The company has promised that 2009 will be the busiest year ever for KDE, with major presence at the trade events and a steady stream of games that focus on the changes in the amusement scene.
The consumer games media was more than keen to report poor Japanese financial figures for companies in amusement - but proved surprisingly ignorant when it came to covering any success stories. One such example is Konami - reporting operating-income rising from ¥13,042m ($133m) to ¥22,844m ($233m) for the six-month period up to September 2008. The company reported that their digital entertainment and health and fitness business operations consolidated a net revenue representing ¥146,904m (US$1,502m), up from ¥133,743m ($1,367m) during 2007. The company spoke of the success of their token gaming systems such as the 'K2V' establishing 'strong' sales with the USA - Konami stated 'solid' sales of amusement titles through their gaming and distribution routes. Konami looking towards strengthening their position in 2009 with a selection of new videos that will see international sales for the first time - ATEI'09 is promising to be a big show for the company.
SEGA Amusement USA
Having seen major changes in its executive structure, the new face of the American subsidiary to the Japanese giant seemed to strike the right chord with those that looked at the products on show. A lot of the new ideas seen at JAMMA'08 had been placed on a plane and freighted over to enthrall international eyes.
'HUMMER' (LindBergh), the two-driver motion based 'Special Attraction' made its debut outside of Japan at IAAPA'08 - two machines offering a glimpse of the full four-machine configuration. The game uses the driver swap concept that was first seen by SEGA in 'OutRun 2 Special Attraction' (a concept originated by another company that was at the Orlando show). The game action was more a big-truck crashing experience collecting boost and points from damage across the course. The game seemed lighter fun that had previously been seen from the Japanese AM team, and it also opened up questions on the style of game for the price of cabinet - though the systems were industriously played throughout the show, and ATEI'09 will see more of the same.
'Sega Rally 3' (Europa-R Hardware). Both the US standard and deluxe cabinet versions of the UK success were given prominent placement at a US show. The game is hoping to gain momentum in the changed market, building on its price-point and unique game play.
'Harley Davidson's King of Harley' (LindBergh Hardware). Another surprise on the booth was two deluxe versions of the motorbike sequel. The cabinet proved to be more advance than the predecessor, incorporating a motorized movement system when the player banks into the corners. The game had changed the original free-for-all street race for a more conventional street circuit race style.
'R-Tuned Ultimate Street Racing' (LindBergh Hardware), the company also imported two cabinets of the brand new street racer that received its production preview at AM Show'08. The Japanese street racer does not include a smartcard feature, but offers a sleek new cabinet and steering wheel comprising boost, and the ability to fully customize the player's car in the race. Its appearance at ATEI'09 will allow a better review of the machine's value (also as a replacement kit for Race TV systems).
'Brick People' (LindBergh Hardware). For many the biggest video amusement surprise at IAAPA'08 was the eclectic Brick People. The game offers an 'Augmented Reality' (AR) amusement entrance; real bricks are built-up in front of a screen, having a direct effect on the action on screen - the player having to build platforms for the little creatures on screen to be able to reach various prizes. The game seems to be in the same genre as Sony's very popular PS3 title 'LittleBigPlanet'. The Asian cabinet (straight from the AM-Show'08) gave a glimpse of a very original idea.
Games that have already been released, but are still given prominent space on the booth included both versions of 'RAMBO', along with this there was the other shooter 'Sega Clay Challenge'. The company also had a very strong redemption placement with big licenses, ('Sponge Bob Ticket Boom', 'Shoot This Win This'), and also intensive plush representation in support of their 'UFO Catcher' product range. The final video amusement on the booth was the mini-attraction from SimuLine, with their 'MiniRide II' simulator - the big brother to this sitting across the hall on the Korean manufacturers' own booth.
Incredible Technology
This is another familiar arcade company making a strong appearance at IAAPA'08, showing the full range of their pedestal ('Showpiece') cabinets sporting flatscreen (720p HD) displays. The range of 'Golden Tee LIVE', 'Silver Strike Bowling', and the new title 'Power Putt' is proposing a flexible package for operators able to be hooked up to existing venue wall-mounted displays. Following the new agreement with Betson Enterprises, the company advertised considerable price breaks on their hardware and heavily pushed the pedestal cabinet design and tournament success.
Breaking Stinger News - The showfloor swirled with news about the major changes in the way amusement would be sold in the 2009 market. IT was not immune to these rumors with talk of major changes in the way the company presents and sells its range of systems internationally - one source spoke of a new focus regarding all tournament infrastructure and a move towards a percentage of revenue generated; along with a new presentation in the European hardware model to be seen at ATEI'09. What these developments will have in comparison to the new gaming division in the company now underway, and a possible International Gaming Expo appearance in London, opens up even more questions.
Regarding IT's agreement to team-up with Betson Enterprises on representation; news on the IAAPA show floor swirled regarding another similar deal, this time with Innovative Concepts in Entertainment (ICE). Making use of Betson's 11 distribution offices Statewide, the customer base is to be offered a special program on selected ICE products. This the latest example of a consolidation of the major players in the amusement sector - part in answer to the current economic conditions, but also a symptom of the changing amusement market - changes expected to have vast business practices ramifications for the industry in 2009.
LAI Games
This Australian-based amusement machine developer and operator, a subsidiary of Leisure and Allied Industries, continues to strive for innovation at IAAPA'08. 'Textminator' (PC Hardware), the large flatscreen cabinet offers a unique ticket-based redemption which is based on the concept of mobile phone texting - the player having to type in the unique messages via a stainless steel phone-style keypad, within a certain time to progress to the next level. The company brought an 80 per cent complete prototype to the show, offering a glimpse at the final finished system that will have up to four linkable cabinets, and an online championship feature.
The machine was seen as a possible strong concept for the younger audience (teenagers reported to text each other 600 times per month); the hardware is able to sit in not-so-traditional video amusement venues with its sleek lines. The system was called by some pundits as the international equivalent of the popular SEGA Japan range of games 'Typing of the Dead'. The company also had on booth their new 'Starblitz' - a modern take on the photo booth, and a wide selection of their landmark redemption products.
Breaking Stinger News - In order to secure their dominance in the market, LAI Games recently announced that they were actively undertaking a major campaign to fight to protect their products copyright. The company, working with the Chinese Copyright Authorities and local law firm, successfully raided the Macrown Electronic Development Co, Ltd, confiscating an entire production line of games that infringe on 'STACKERS' copyright. Reports suggest that a considerable number of these infringing machines were sold into the market; LAI are working on ensuring that all counterfeited systems are destroyed.
The infringing company had been selling a number of machines that broke the IP of the LAI Games product line under the name 'Pokers Pile' and others illegal trademarks. This is the second major amusement manufacturer to work closely with the Chinese authorities towards quashing violations. Merit Entertainment also conducted successful raids with law enforcement in the territory, against manufacturers of copies of their system. Under the changing economic conditions of the world market, the need to protect revenues is now becoming greater than ever.
Macrown Electronic Development had exhibited at IAAPA'06 - though was not at this years event - an example of the need for stringent policing against intellectual property infringers being allowed to exhibit, and be supported by amusement trade associations, (covered in detail later on in these reports).
Global VR
At a small but well formed booth, this company came to IAAPA'08 with a new focus on maximizing the leads achieved by successful product launches earlier in the year. On booth was the previously launched 'Need for Speed: CARBON' which was sat adjacent to the 'NASCAR Racing' and a 'Blazing Angels' cabinet. But the big news of the show for GVR was the preview of a showreel concerning the big property that the company will launch next year.
In a major licensing agreement with DC Comics (a subsidiary of Warner Bros. Entertainment), the hoard of superheroes and villains will receive their latest video amusement presentation (since 'Batman Forever' in 1996), with the new title 'Justice League: Heroes United' (PC Hardware). Along with Superman, Wonder Woman, the Joker and Lex Luthor, players will be able to do battle for justice through the comic book landscape created by the amusement developer. The company showed some clips from the game, and also a glimpse of the 2-player upright cabinet that they think will re-invigorate the genre.
In discussion with well placed GVR executives, it was revealed that the company is now looking at a 'two new release, yearly' policy. The company is feeling that the market has changed and so they will move towards supplying the right quantity and quality of products it needs. The reaction to the new cabinet design of its driving games and the revenue figures from fielded machines seems to have born out of the critically acclaimed releases. The hope is that Justice League will be equally well received - with a promise for more to be revealed at ATEI'09.
The DC Comic and Marvel IP has become one of the most popular licensed properties in amusement, this illustrated by the number of games that were housed on the IAAPA'08 show floor. Along with GVR and the Spiderman titles on the Namco America booth, there was STERN Pinball. STERN came to IAAPA with a prominent showing of the first look at the 'CSI: Crime Scene Investigation' licensed pinball table, and their own Marvel licenses ('Spiderman') including their redemption platform. Though STERN has been in the media for reasons other than their new releases, the company and executives showed good heath following their market re-shaping.
Costal Amusement
This redemption company continued to develop their popular new range of video ticket games. 'Sea Wolf: The Next Mission' (PC Hardware), appearing for the first time at IAAPA. The new version of the game comes in a new cabinet offering a sleek design, more in keeping with the upright cabinet configuration we have come to expect, with a big 32" display. The issue of the lack of expected video game-play from the original version has been addressed with seven missions - hoping to offer added depth. There was no official word on whether this new version would be available as a kit to be housed in their original release - more news to follow.
News Story with thanks to Kevin Williams. Please visit
www.thestingerreport.com for others.
