Sample Clients
GMC has teamed up with a number of gaming industry clients in the US and UK, helping them hit big wins. Check out some of the success stories we’ve helped make happen.
Product Development
GMC worked with the client for over 8 months to supervise the completion of a new product offering for an acquired business. The product was a payment system that included a cash disbursement machine with LCD display and receipt printer; an RFI and chip reading device for each gaming machine, a printer for each gaming machine, and integrating high-security software to record cash out value for redemption at the cash disbursement machine. The system also provided a full suite of audit and reconciliation reports. The engagement included system specification, product and software development, contract manufacturing, marketing and brand building, and product launch. The engagement ended with a successful field trial. The engagement was primarily UK-based, with some work done in the US.
Product Development, Operational Improvement
GMC was engaged over a six-month term to assist the game development team as it designed a stand-alone amusement game that used preexisting remote-controlled toys to navigate a maze to achieve a winning outcome. The engagement included contributing design guidance for the basic game as well as contributing to gameplay design. In addition, the engagement included global sourcing of key game components, especially the remote-controlled toy components. The final part of the engagement focused on the relationship between the physical footprint of the game, its cost, and the projected earnings to ensure a sustainable ROI. Most of the work on this engagement was done in the US. The engagement ended when the prototype was completed.
GMC worked over a four-month period to evaluate the commercial opportunity of introducing the client’s range of proprietary vending machines with integrated software systems. The client had a successful track record in the UK and felt the product could also be successful in the US. The engagement included market research, product modifications for the US market, contacts with potential buyers, and developing a prospective business plan for product launch. The engagement ended when the client decided to acquire an existing US-based business to leverage up their product platform.
Market Development
GMC began by confirming the commercial potential of merging the two companies, both active in the regulated gaming and amusement markets. The US partner brought strong brand recognition, customer relationships, logistics, and product development. The UK partner had a solid UK-based product platform, unique products, a development team, and manufacturing in the UK and China but lacked a US presence.
Following the JV establishment, Richard Currie of GMC was named Managing Director for North America. He was responsible for building a sales and marketing team, developing new US products, customer expansion and management, inventory control, production scheduling in the UK and China, and profitability. Over the seven-year engagement, sales grew from US$0 to over US$16 million. Several advanced technology products were added to the platform, including one issued patent. The average price per item grew from US$2 to over US$50. The engagement and the JV ended when the UK partner chose to buy out the US partner.
Start-Up and Scaling Growth
GMC was engaged by a technology firm in Sacramento, which manufactures in China, to develop the regulated gaming market for its products. The company offered a wide range of embedded computing devices, from simple to highly complex. The selling cycle for products controlling gameplay is long as they require regulatory approval. Several evaluation trials were set up. After six months, the engagement was terminated as the owner chose to sell the company to his Chinese partner, who had preexisting management.
Market Entry and Development
GMC was engaged to lead a newly formed Government Affairs Committee for a U.S. trade association aimed at creating a circulating dollar coin to boost revenue for coin-operated industries and improve access for blind vendors. We developed a legislative strategy, co-founded a D.C.-based lobbying coalition, and recruited congressional sponsors. Starting with two associations, the coalition expanded to 42 members over a five-year period. Rick organized the first annual Capitol Hill lobbying visit, which increased support each year. He also served as a coalition spokesperson and was quoted in the Wall Street Journal and trade media. The legislation, eventually backed by over 150 congressional co-sponsors, was signed into law by President Clinton.
Market Development