Bulldog focus groups help to identify the ‘fun factor’

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Astra Games Austin Powers LB
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The largest focus group in the history of the pusher is how Chris Widdowson, key account manager at RLMS Sales, has described the development of the Bulldog Games range of equipment that has enjoyed a meteoritic rise following its launch at January’s EAG.

The range, which comprises the 4,6 and 8 player Deal or No Deal models, Monopoly 2p Roll Down, Monopoly Skyscraper and Ben Bones, has captured the imagination of operators hungry for quality British engineered products that are supported by best of breed after sales support and a commitment to maximising machine uptime.

Highlighting Bulldog’s progressive approach to R&D, Chris Widdowson explained: “The Bulldog team led by Peter Collinge, started with a blank sheet of paper and began the R&D process by consulting with the people who know this business better than anyone else – the seaside operators. Following that initial point of contact,prototypes were site tested in partnership with our sister company, Playnation, which has arguably the biggest and broadest sited range of pusher and redemption equipment in the industry.”

He continued: “This enabled us to get feedback from people working across a broad cross section of disciplines from engineers to area managers but crucially to observe how the games were being played by real customers using their own money on site. In essence we were able to gauge the ‘fun factor’ and how effective the range was in delivering what is the currency of the pusher experience – fun.

“This combination of briefings from seaside operators, feedback from the Playnation teams and the response from a huge test bed of players – have all contributed significantly to the success of the Bulldog brand.If you listen to the people who know most, act on their advice and then sense test with a huge sample of players, you are reducing significantly the margin of error. The Bulldog range is the result of what has been the most detailed and comprehensive R&D process the results of which are being experienced in the cash box of our customers.”

The Bulldog range is engineered and built in the UK enabling RLMS to deliver a product that has been produced to the highest standards as opposed to one that’s supplied in a flat pack format and has travelled many thousands of miles in a shipping container.

To maximise machine uptime, Bulldog pushers come with a complete spares support kit including the PC, lamps ,coin mech and a full set of machine glasses. There’s also a dedicated service support team providing technical back-up and a spares order line which operates 364 days a year on a 24 hour part turnaround.

Driven by a mission to make the brand accessible to the widest possible market RLMS has introduced a range of purchase options which include a revenue share agreement which enables sites to operate Bulldog products through to the October half term when they will then be given the option to purchase.

Visitors to Park Avenue Open Day will have the opportunity to trigger a £1,000 donation to the Bacta charity, Rays of Sunshine. RLMS Sales, the exclusive distributor of the Bulldog range is primed to make the donation once it completes the siting of its 1,500th pusher bed with all eyes focussed on developments taking place at next week’s industry gathering. Bulldog has enjoyed a stellar launch with sales 86 percent ahead of forecasts.


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