Bell-Fruit tries to make dongle more attractive

30/01/2013

In breaking news, we understand that Bell-Fruit has backed down from its previous position on its dongle and is making it cheaper to invest in and more flexible to operate.

The industry backlash against the dongle technology, which was announced in July last year has changed the face of Category C analogue machine manufacturing, allowing new incumbents to enter the market and gain dominance.

The original model for the dongle saw the game software being enabled via a resin encapsulated (potted) piece of hardware (‘the dongle’), within which a finite expiry date is set after 12 months. However, there were concerns among operators that they would be effectively paying even if the game was off site or being repaired. Coin-op Community understands that this has now changed to only encompass the time in which the machine is actively in operation.

The overall price of investing in the dongle technology has also been reduced, we have been given to understand.

“Bell-Fruit Games remains fully committed to the principle of the dongle, but I am sure you understand that the commercial terms of this are considered to be confidential between us and our customers. On this basis I am sure you understand that I would not want to comment further,” John McCloughlin told us today.

Comments (4)

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Interesting – BFM machines were particularly noticeable by their absence at EAG don’t you think??

Andrew Cater
30/01/2013, 16:48

There has been a number of discussions with Bell Fruit over the last couple of months, yes we are now in a better position. But there will still be a cost for the dongle and potential caveates. However, we shall progress and will be discussing the additaional costs with our customers we do this as an opportunity to move forward for everyone.

peter weir
IOA Group
30/01/2013, 20:04

I doubt this would make much change. The whole principle of the dongle seems very uninspiring; I’m surprised in the continued commitment towards it, considering we are seeing many, many more games from other companies, mostly Reflex Gaming, being introduced.

I suppose there is the factor of a lot of pubs being on contract to machine suppliers. It would be interesting to see what happens when Machine Gaming Duty really kicks in. I would always want to independently site a machine if I ran a pub, but will there be a shift from supplier to buying their own? With the latter, I would much rather a machine that would not ‘expire’ after a certain time.

Jon
30/01/2013, 23:00

If Bell Fruit succeed with the dongle stunt, the whole industry will end up with just two or three giant manufacturers having total control. Squeezing all the remaining operators out of business. Hijacking total control of all machines and making them have no second hand value to any independent. All arcades will end up having to rent machines from the manufacturer’s, go out of business or get taken over by manufacturer owned operators.

John H
01/02/2013, 07:11

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