Alphamax broadening the player base and setting the pace in digital gaming

Alphamax Blueprint Nicola Wallbank
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Blueprint’s head of corporate accounts Nicola Wallbank talks us through the Alphamax cabinet which is setting the agenda for pub gaming machines.


Blueprint’s Alphamax cabinet with its high definition, edge-to-edge screens, an updated button panel, market leading note acceptor, ultra fast processing power and a pipeline of compelling content designed to suit modern consumer tastes, is succeeding in attracting new pub players and in the process building machine revenues.

Following its launch in Q4 2019 and high profile showings at ACOS, EAG and most recently at ICE London, the Alphamax has become the industry’s most talked about Category C game. “The Alphamax is a result of listening to and responding to what our customers want and need for their operation – which explains why the order book is so healthy,” confirmed Blueprint’s head of corporate accounts, Nicola Wallbank. “The market is searching for exciting new innovations and that’s exactly what we are providing with the Alphamax. Players want their gaming entertainment delivered courtesy of the large screens they have become accustomed to at home and in terms of the variety of gaming content it’s no longer a case of one size fits all with our teams of games creators designing for a range of different demographic groups and tastes.”

With the digital genre helping to make low stake gaming more mainstream and easier to understand, thereby attracting new players to the gaming entertainment experience, Blueprint has also addressed the specific operational issues which can have a huge impact on performance and income. The use of the Merkur MD100 note acceptor is a case in point. “Maximising machine uptime is a key objective for everyone in the supply chain – manufacturer, operator and PubCo – and the feedback we’ve received shows that the MD100 has helped to reduce refills by some 40 percent” stated Nicola. “The MD100 reads the entire note which not only reduces the risk of fraud but it also improves player confidence and enhances the player experience by accepting a very high percentage of notes.”

She added: “Gaming machines that look outstanding and complement a pub interior are part of the quality offer that consumers demand and cabinet design is crucial in what is a fiercely competitive market. The Alphamax is the result of talking with and listening to our customers. Every point of contact the player has with the Alphamax is smooth, fast, intuitive, trouble free and has the influence of the world famous Gauselmann brand running through it. Based on the response we continue to receive from the market I am confident that Blueprint is setting the pace in digital gaming entertainment.”

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