STRATEGIC PARTNERS
June 4, 2015 | Nick Montano and Hank Schlesinger
TAGS: coin-op news, skill cranes, rigged claw machine, Seventeen magazine, Frank Seninsky, amusement machine, prize games |
NEW YORK CITY -- OMG! Skill cranes are "totally rigged," according to the young editors at Seventeen magazine, a Hearst publication. A story on the magazine's website, headlined "It's Not Just Your Imagination, Claw Machines Are Totally Rigged," is the latest high-profile piece about the crane machine's programmable claw strength. | SEE SEVENTEEN
The Seventeen piece, which relies on a previously published and not entirely accurate expose at Vox.com, specifically mentions Chuck E. Cheese's stores as featuring the machines. It should be noted that Vox's article by Phil Edwards was primarily based on a single manufacturer's equipment line. | SEE VENDING TIMES
"Why is it we are always stocking our cranes with merchandise?" asked one prominent amusement operator. "Who is winning all of the prizes? Why can some players win far more often than others? Why am I paying millions of dollars a year for these prizes?"
Frank Seninsky of New Jersey's Alpha-Omega Amusements explained that his companies dedicate great resources to make sure players win at a rate of 30%, and he spends a lot of money to do this.
"The key is to buy the prizes at wholesale cost, 25% to 33% below retail," Seninsky said. "That way, for example, it takes the average player 10 plays to win a prize; at 50¢/play that would be $5. We pay $1.50 for the prize. We also have to take into account that from that $5 our company gives 50% of the net ($3.50), or $1.75, to the location owner and we retain $1.75 that goes to pay for the equipment and the entire labor and operating costs to run our companies."
Seninsky also points out that some players have much more skill than others, so the equipment in locations these players frequent requires constant service. "As the level or number of prizes decreases, it becomes easier to win, so we must make sure that the level never goes below two-thirds full," he explained.
All said, the success of prize games like skill cranes depends on having the players win and receive a quality prize -- and to enjoy a little bit of entertainment in the process.
