Sega's Smart Card Route to Success

This article comes from Highwaygames.com

Sega Amusements smash hit Ghost Squad, the first game to incorporate the "Players Smart Card" concept, has proven itself again. The ground breaking gun game based on counter terrorism plots was launched at the London Preview last year amid much hype and confidence of being a high earning game. This claim certainly was realised with high-income reports and quick sales on all available units. Sega has conducted extensive research across Europe on machines that either do or don't use the Smart Card, and the results are staggering. Justin Burke who conducted the research said, "Our initial impression, prior to the research, from operators who had introduced the card, was that they were reporting at least a 50% uplift in income. But once we had chance to analyse the raw game play and income data of a large number of units the real benefit of utilising the card was showing on average a 92% higher cash box. It is also evident from the data that the number of two player games and those all important continued games is much higher on machines where the card is in use."

Operators and distributors are also finding this for themselves as Mauro Zaccaria of Tecnoplay said, "The use of Smart Cards by players has greatly increase the income and player enjoyment; it has taken a great game to a much higher level of player experience which results in high levels of repeat play - it is good for everyone". The card allows players to access hidden areas of each mission and accumulate bigger arsenals of weapons as they progress the military ranks. This aspect along with the Internet ranking website has contributed to the games extended success. The site, http://ranking.sega-ghostsquad.com/ir_top_e.htm, is widely used by players and also acts as a message board. Whilst having a ranking site is not necessarily a new concept these days, the level of European interest has been high according to Sega's IT people. Whilst the current top 30 for each mission are all non-European based, demonstrating the common popularity of the concept in Sega's homeland, the amount of European entrants catching up to the leaders is encouraging.