The ALMR has responded to the Government’s review of gaming machines and social responsibility measures calling for a more attractive offer for customers using Category C machines.
The ALMR’s submission has called for an increase in stakes to £2 and an increase in the maximum prize to £150.
The ALMR is also pushing for a modernisation of standards, incorporating cashless payments, along the lines of remote gaming to allow for innovation in the sector.
ALMR Chief Executive Kate Nicholls said: The ALMR has worked closely with industry bodies, including the BBPA, bringing together all sides in order to share and reinforce our already robust data. We have highlighted the importance of fruit machines to pubs to pave the way for large scale innovation across the sector.
“Fruit machines represent a valuable source of income for many pubs and contribute to the unique atmosphere of pubs in the UK. Pubs are safe and supervised environments and customers can enjoy them with minimal risk. For some customers, fruit machines are integral to the pub-going experience and an enhanced offer in terms of stakes and prizes can ensure that remains the case.
“We are pushing for a more attractive offer for customers to ensure that fruit machines continue to play an important role for customers and continue to make their valuable financial contribution. Pubs are facing escalating property and wage costs combined with the ever-present challenge of very cheap off-licence alcohol. An energised and modernised fruit machine market can be an important revenue stream for businesses allowing them to invest and grow.”