Doubling down on digital and ensuring its offering can react to market attitudes towards branding and payment options has paid dividends for Electrocoin in the UK Cat C market and the company is aiming to keep the good times rolling.

Weir remarked that whilst the restriction on Cat B3 siting and the ratio applied to Cat C has been conducive for market growth nothing is ever assured to be a success.

“The margins of error are very fine and games that appear to have stunning graphics and great entertainment have fallen by the wayside because the player does not get a ‘good feel’ from the game. However, some very basic games that appear to offer very little in the way of entertainment have been successful.”

Responding to the ever changing marketplace Electrocoin has set its sights firmly on the future and doubled down on its digital operations recently as Weir explained.

“The move to digital product over the past two years has been significant and as a result the quantity of analogue hi-tec games being developed has noticeably reduced. The development cost to bring a Hi-tec game to market is considerable and without the volume of sales to support this,

fewer new models are coming to the market.”

The move towards a cashless society is something that impacts all aspects of the UK gaming market and in no place is this more prevalent than Britain’s pubs. An historic hotbed for Cat C products, this crucial market area is working with changing payment habits to ensure continued profitability of its machines.

“We have to be increasingly concerned by the general public carrying less cash than they used to,” said Weir.

“Both the arcade and pub sectors are acutely aware of this and have taken steps to make access to cash within locations readily available. There are a number of initiatives being worked up to accommodate the use of cards but there are a few hurdles to overcome first.”

An additional means by which Electrocoin is ensuring repeat custom is through the offering of consistent, trusted branding, most notably, the Bar X. Looking forward, the company shows no signs of slowing its progress into the burgeoning market segment.

“Electrocoin continue to produce CAT C analogue machines and have had resounding success with the ‘relaunch’ of the Bar-X 7even, an old time classic with cutting edge technology. Bar-X 7even is offered in the traditional Casino cabinet with a £25 jackpot and a 25p or 30p stake,” commented Weir.