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| Bowling People Over QubicaAMF Innovates Bowling and Takes Aim at Game Manufacturing  The new frontier of bowling has arrived. The sport is no longer a main attraction but, thanks toQubicaAMF's Highway 66, an incredibly adaptable game that can be integrated into FECs andamusement parks. Moreover, QubicaAMF is poised to make further in-roads with a new amusementdivision for developing, acquiring and manufacturing games."We see the traditional bowling center model going through quite a shift," explained SteveHickerson, amusements sales manager. "We formed the amusement division to capture that changingmarketplace and, at the same time, make bowling center proprietors and FEC owners see that minibowlingmakes sense." QubicaAMF recently underwent its own series of changes. In June of 2005, the Italy-based Qubica,known for its automated scoring system and bowling management software, entered a 50% mergerwith AMF, the company that invented the automatic pin spotter in 1946, then the automatic scoringsystem 30 years ago and many other products since that can be found in over 10,000 bowling centersin 90 countries. The merger represents on a large scale the company's core mission: to forge the bestsolutions in bowling, whether in location renovation, Highway 66 installation or game innovation,through "the power of partnership." "Our strategy is to enter into partnerships business, commerical or consultancy with all majorplayers," said Gian Anestis Avraam, general manager of the amusement division, fromQubicaAMF's offices in Bologna, Italy. "Distributors, vendors, consultants, chain operators andproprietors are all going to be partners sharing strategies for achieving mutually beneficial goals. Welisten to them and what they want, and act accordingly. We are getting very positive feedback fromthe marketplace."  Founded in 1993, Qubica has specialized in systems that scored bowling with terrific graphicscombined with a complete management system for monitoring point-of-sale transactions, leaguestats, shoe rentals and more. Developed by Pat Ciniello, the current president of QubicaAMF, thistotally integrated technology proved so comprehensive and user-friendly that some BrunswickBowling clients outfitted their centers with Qubica's product, according to Hickerson. Over 35,000lanes have been installed in more than 50 countries.Updating bowling centers dating as far back to the 1950s was the main focus until 2001, whenQubica acquired Canada's Mendes, the maker of Bowlingo the scaled-down twin-lane alley with aTV screen. The buyout gave the company a major foothold in the North American amusementmarket. Highway 66 was developed as an evolution of Bowlingo, which had been out since 1983,with a realistic feel but a design that favors the underdog shooter. "We took into consideration the testosterone factor," elaborated Hickerson who was employed byMendes at the time of the acquisition. "The guy who throws the ball as fast as he can gets penalized.If you throw with just a little bit of a hook, you'll win. Girlfriends beat boyfriends, who then playlonger to prove they can win. There is a father and son dynamic as well. The son throws lighter andtherefore beats Dad. Also, people have always been conditioned to eat and drink while they play. Itdrives food and beverage sales, and has been excellent for birthday parties." Hickerson practices what he preaches, too. He has operated several Highway 66 games aroundChicago's Wrigley Field and in Las Vegas, among other locations.  Incredible Pizza was the first to install ten full-size lanes along with four miniature lanes, whichbusily earned as much revenue as the regular bowling, according to Hickerson. Beyond FECs andmini-golf courses, Qubica marketed these new and improved earners to sports complexes, motelsand casinos, placing around 1,000 lanes to date. Avraam noted that Highway 66 has been embracedmost notably in England, the Middle East, Russia and Japan.On setting up a Highway 66, Hickerson explained, "It's a turnkey operation. We work with all of themajor amusement distributors. We deliver, set up and train onsite. We offer ongoing servicecontracts. It takes a day a lane to install, from the unloading of the truck to getting people adequatelytrained. "With just two lanes, it's expensive," he furthered. "Bowlingo didn't do as well with just two. Peopleare putting in four, six and eight lanes, and it really starts to look like an alley." For operators who have little interest in replacing Bowlingos, which have proven longevity, softwareupdates are available. At the recent IAAPA tradeshow, QubicaAMF announced that Thunderbowl, which was introducedby AMF to compete with Highway 66 in 2002, would be discontinued in its present form. Instead,there will be another label with a traditional wood look that may be customized for any theme. Theyalso revealed that the nylon cord pin setter is being introduced for the full-size, ten-pin alley foreasier control, less maintenance and more cost effectiveness. This pin setter is not approved forprofessional competition but is ideal for amusement operations and smooth functionality. Show attendees also got a first glimpse at what the new amusement division has had in the works:Pin Bowl and Skiller.  Pin Bowl is a bowling simulator with a small footprint (6' x 3') and redemption component. Theplayer throws the ball down a lane with sensors that detect its trajectory and create an image of theball on a screen barreling toward the pins. The appeal, according to Avraam, lies in its combinationof physical and virtual action, especially for younger players. Its colorful and amusing cabinet willremind some tradesters of a miniature Skee-Ball.Creating the feel of realistic shooting is also what Skiller is all about. In a departure for QubicaAMF,this shooting game has softair devices that hit targets in at least one locale that appears to be a warravagedlocale. These games and others to follow are a natural progression for this bowling industry leader that has seen other attractions increasingly gain and share floor space with its traditional product.Reciprocally, mini-bowling has quickly penetrated FECs and arcades, showing that bowling andcoin-op are allied closer now than ever before in the public eye. "People are adding more space and games as they rebuild existing facilities," said Hickerson. "Otherpeople want to build new centers and not put in as many lanes, like 32 to 40, but more like 16 lanesof mini-bowling, and the rest dedicated to go karts and redemption type areas." QubicaAMF employs 350 people in North America and 650 worldwide. The company consolidatedits North American offices in a 300,000-square-foot plant Richmond, Va., the home of AMF thatwas built in 1987. Former Qubica offices in the U.S. were moved there, while AMF offices in Italywere relocated to the 46,000-square-foot facility in Bologna. A team of 60 comprises the researchand development department there, making advances in software, hardware and graphics. This international force, led by Ciniello and CEO John Walker, the former AMF president, are on aclear path to continue the record of breakthroughs for which each company respectively has beenknown. The results so far are positively striking. For More Information, www.qubicaamf.com and www.amusement.qubicaamf.com. For US Inquiries call call 888/495-2300, ext. 6507, for International Inquiries +39-051-4192611. Download pdf http://www.replaymag.com/covstory.htm |