Let’s consider a take-away food analogy. I am always thrown by the plethora of dishes when confronted with a take-away menu. Firstly, I don’t recognise many of them, their ingredients, or how spicy they may be. I might not want to choose the Chicken Korma as my wife invariably does, to be safe. I did enjoy one a couple of weeks ago but I easily cannot tell which dishes are similar, so I’ll play safe. I may be in a maverick mood and just point at one and suffer the consequences – good or bad – today or tomorrow!

The fact is I am spoiled for choice and therefore I am confused. I may even feel inadequate at my lack of knowledge. I therefore anticipate delivery of the food with slight anxiety. Have I done the right thing? Of course, if the food is fantastic, I congratulate myself on the informed choice I made. If I did not like it I regret the waste of money and castigate myself. I may never go there again.

My contention is that too much choice is more of a bad thing than a good thing. Wrong choices and wasting money are usually tinged with regret and negatively impact our future actions. We may even blame the provider and decide not to trust them because they did not make our lives easy.

Remember the Customers Real Needs – 1. Trust the supplier- 2. Feel like an Individual and 3. make their Life Easier.

Games are individually compensated and therefore some games are not going to be the experience that the player may expect because they are just not played enough. Why not use these games to change the menu more regularly and create a gaming event in the pub?

Why does 9, 13, 18 or 27 games have to be the magic number? At the moment, I understand that downloading game packs is a cost-effective solution, particularly taking into account the limited connectivity to download games direct to the terminal. When the ability to download on a reliable, secure network becomes available then content customisation should become the norm.

Having a mix of random and compensated games is probably a given for the time being as the expert game developers continue their learning curve. It will be fascinating to see how this content balance evolves.


For me, digital content in pubs should be based on the site. Pubs are not internet websites which typically offer a huge choice of games, played in private. We all know that the number of players in each pub is small, so we are not trying to satisfy the masses. The tenant and the operator should have the available time in a cashless world to understand the tenant and their players in every pub. Understanding the customers game preferences and delivering them must enhance the player experience, satisfy their real needs and allow operators to show their individual income management skills.

It should also actively promote performance competition between operators and not homogenise an ever smaller supply chain and operator identity.