Getting the game mix right is where strong arcades start, but what happens next is what drives performance.
In Part 2 of this series, Michael Williams of GENDA Americas breaks down how operators measure success, when to make changes, and how to keep their arcade evolving.
What to Track
Numbers Tell The Story
Strong performance starts with knowing what to measure. “Operators should be looking at revenue per day or per week, revenue per square foot, play count and repeat play frequency, cost of goods, and uptime,” Williams says.
But one metric matters more than the rest.
“The biggest indicator is consistency,” he adds. “If a game isn’t performing consistently, it’s not working.” The operators seeing the best results are the ones reviewing this data regularly — and acting on it.
Key Takeaway: If it’s not consistent, it’s not working.
ROI Reality Check
Think Beyond Payback
Return on investment is important, but it’s not the full picture. “As a general benchmark, we like to see ROI within 18 months,” Williams says. “But it really depends on the game type and location.”
More importantly, operators need to look at what happens after that point.“You have to ask whether the game is consistently earning, whether it’s driving repeat play, and whether it’s contributing to the overall experience,” he explains.
Key Takeaway: ROI matters — but consistency matters more.
When to Replace a Game
Let The Data Decide
The signs of a struggling game are usually clear – if you’re paying attention. “You’ll see consistent decline in weekly revenue, lower engagement compared to surrounding games, and players simply walking past it,” Williams says. “You may also notice increasing maintenance costs with decreasing return.”
The challenge for many operators isn’t identifying the problem. It’s acting on it.
“The best operators remove emotion from the decision,” he says. “If the data says it’s time, it’s time.”
Key Takeaway: Emotion kills profit. Data protects it.
Trends Worth Watching
Experience Is Everything
Several trends are shaping arcade performance right now, but they all tie back to one thing: engagement. “We’re seeing strong growth in intellectual property (IP)-driven experiences, especially in the anime category,” Williams says. “Prize quality is becoming just as important as the game itself, and social, shareable experiences are driving engagement.”
There’s also a broader shift happening.
“One of the biggest takeaways from the past few years is that people want to be out,” he adds. “They want shared experiences, and arcades are benefiting from that in a big way.”
Key Takeaway: The experience matters as much as the game.
Before You Buy
Three Rules To Follow
Williams keeps it simple when it comes to making smarter purchasing decisions:
- Know your customer before choosing games
- Buy based on performance potential, not appearance
- Plan your rotation strategy before the game hits the floor
“If you don’t have a plan for how long a game stays, it will stay too long,” he says.
Key Takeaway: Plan the exit before the install.
Driving Long-Term Profit
Consistency builds growth
The strongest arcades aren’t built overnight. They’re shaped over time through constant adjustments and a clear understanding of performance. “The operators seeing the strongest results stay close to their numbers, understand how guests actually play, and keep their game mix moving,” Williams says.
At the end of the day, every decision matters; what goes on the floor, how it’s priced, and when it’s replaced. “It’s about knowing what works, refining it, and making smart adjustments along the way,” he says.
That’s where consistency turns into growth, and where a good arcade becomes a true revenue driver.
