Harry Levy's Colin Mallery gives an insight into how technology has pushed the redemption sector forward

Harry Levy, who has been involved in the manufacturing and operation of pushers all his working life, knows better than most that pushers have the longest shelf life of all arcade equipment, therefore the need to diversify into other product has always been apparent.

The company has become well known over the years for its cranes, novelty and a variety of other equipment, and in 1992 built the first of its ticket payout machines Crazy Clown.

The machine was a success in the US and was quickly followed by another called Trash Can Alley, which proved an even bigger hit.
Although the US was the main market for Harry Levy’s products the game that followed - Melody Mouse - was a hit in both the UK and US.

From these early beginnings the company now manufactures and supplies its products all over the world as well as importing and distributing the best products from overseas manufacturers.

Harry Levy has always believed in redemption for the UK and although pushers are still the mainstay of the company, redemption machines now play an ever-increasing part in the growth of the company’s business.

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One of the strengths of the amusement industry has always been the ability to recognise changes in customers’ playing habits. Coastal amusement operators realised there were only so many low stake gaming machines you could put in an arcade and redemption became the answer to attracting the family trade, which in the past, made up the majority of seaside players.

This is one of the most significant changes in the sector’s history - operators have realised more and more the benefits redemption brings to their operation. The use of good quality prizes and value for money brings customer loyalty and families back into their premises.

Consumers are looking for amusement centres that are all-in-one destinations and those operators who have embraced the redemption concept are now attracting a wider audience - redemption increases the entertainment experience and the perceived value for money enhances customer loyalty, which in these troubled times has become doubly important.

Traditionally redemption machines have been simple to operate and easy to play and although this is still the case, the use of new technologies has allowed the delivery and reliability of the actual ticket dispenser to improve and a number of high quality ticket counters have been produced, making the redeeming and counting of tickets far simpler.

In this way technology has had a major impact on the redemption sector and we are able to use tickets on practically any type of machine - even pushers, which are an iconic seaside amusement arcade machine, can now have a non-cash reliable ticket payout.

However, it is important that technology is used correctly and it should be used to help bring down the price of redemption equipment as well as improving game content. But designers and manufacturers should not forget whether it is high tech or low tech - it is what’s in the cashbox that counts.