Operating a high-performing arcade is a constant balancing act. Game mix, pricing, layout, rotation, and prize strategy all have to work together, and when one piece is off, it shows up in your numbers.
We asked Michael Williams of GENDA Americas a simple question: what separates high-performing arcades from the rest?
His answer wasn’t about any one game or trend. It was about how everything works together, and how often operators get that balance wrong.
The most successful operators, he adds, don’t treat their arcade as a static lineup. They treat it as something that’s constantly evolving.
Where Operators Go Wrong
Stop Guessing, Start Watching
One of the biggest missteps starts before a game even hits the floor.
“Operators often make the mistake of buying based on personal preference instead of actual player behavior,” Williams says. “They also tend to chase what looked good at a trade show rather than what will truly perform.”
Another common issue is imbalance; too many of one type of game without a cohesive strategy behind the mix. “Some operators overload on one category without building a balanced mix,” he explains. “And they treat games as one-time purchases instead of part of an evolving arcade strategy.”
The fix? Watch what your players actually do and let that guide decisions.
Key takeaway: Your players decide what earns.
The Costly Mistake
Dead Games Drain Revenue
If there’s one mistake that quietly eats away at profitability, this is it.
“The most expensive mistake is holding onto underperforming games for too long,” Williams says. “That’s where revenue disappears, because every low-performing game is taking up space that could be earning more.”
That shift in thinking is also driving more interest in flexible models. “We’re seeing strong growth in revenue share models,” he adds. “Operators want the ability to rotate, test, and optimize without being locked into equipment that may not perform long term.”
Key takeaway: If it’s not earning, it’s costing you.
Building the Right Game Mix
Start With Your Audience
Before making any purchase, Williams recommends stepping back and looking at your guests first.“Everything should start with your customer and how they interact with your space,” he says. “From there, everything else flows.”
Different audiences call for different strategies. “Family-focused venues need approachable, high-win-rate games, while older or more competitive audiences tend to lean toward skill-based and social play,” he explains. “High-traffic environments can support faster gameplay and higher pricing.”
But understanding your audience is only step one. “The second layer is your operational strategy,” Williams says. “You need to think about how often you’ll refresh the floor and how you’ll evaluate performance.”
Key Takeaway: Build for your audience, not your preferences.
Flashy Doesn’t Equal Profitable
Replay Value Wins
Some games grab attention but struggle to deliver long-term results. “There are definitely games that look great but don’t deliver,” Williams says. “Large video pieces can be visually impressive but often lack replay value.”
The issue isn’t first impressions — it’s staying power. “Some games are fun once but don’t create repeat play,” he adds. “Others rely more on aesthetics than strong earning mechanics.” What actually works tends to be simpler.
“The best-performing games are simple, intuitive, and create that ‘just one more try’ behavior,” Williams says.
Key Takeaway: Simple and repeatable beats flashy.
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.
