Bulldog Brand is Launched At EAG


The Novomatic Group of Companies caused a stir at EAG with the launch of a new brand dedicated to the redemption sector. Bulldog Games is headed by Peter Collinge and will sell redemption titles created by Bell-Fruit and Astra into the UK and International markets.

Taking a prominent position along the back wall of the exhibition hall featuring no fewer than 17 amusement machines, Bulldog has a very British branding which, according to Colllinge, was a conscious decision. “We did some market research and this branding proved to be very popular with consumers. This is a great opportunity for us, we have meetings with a number of potential international distribution partners during the show,” he added. “Clearly the contraction of the traditional Cat C market has been a motivation in the decision of create a redemption brand. Redemption is growing in popularity all over the world.”

Chris Butler, managing director of both Bell-Fruit and Astra Games told InterGame  that the copany has two large factories to “feed.”

“I have to keep those factory production lines (60,000sq.ft in Nottingham and 45,000sq.ft in Bridgend) turning out quality machines and bluntly, it is becoming more difficult to do that with a contracting domestic market for gaming machines,” he said.

Butler turned to amusements for a number of reasons. It will help keep the production lines moving, broadens the group’s manufacturing base and makes better use of the creative juices of its R&D teams.

The Bulldog brand will be aligned with both the Bell-Fruit and Astra product lines and their development subsidiary Harlequin Gaming.

The Bulldog line-up includes several pusher machines, led by Deal or No Deal, in an eight-player (or four-player) configuration with a ticket payout feature that may be disconnected; eight-player (or four-player) Monopoly pusher; What’s in Your Box? eight-player pusher; Monopoly coin roll-down two-player; Beat Ben, a four-player mechanical ticket redemption skill game; Bullion Bars, a three-player slot-type ticket redemption; Emoji Fun Factory, a ticket redemption fruit machine for three players; Sweetz, a single-player video redemption game; Ben Bones, another single-player video redemption; Zombats, a one or two-player video redemption; Farty Animals, a one or two-player video ticket redemption; Hamster’s Ball, a single-player video ticket redemption; and Monopoly Skyscraper, a one-player upright video ticket redemption.

The new managing director of Bulldog, Peter Collinge, is keen to demonstrate the entire range to EAG visitors and to sign up distributors in different countries.

He said: “Joining Bulldog Games and unleashing such an awesome line-up of showcase redemption products at EAG is just staggering. There are new and old concepts with strong brands such as Deal or No Deal and Monopoly, quality British manufactured games supported by that all-important after sales, spares and technical support infrastructure providing customer assistance 364 days a year. This level of proven new quality showcase games is unprecedented and just what the leisure sector needed – an injection of excitement and I feel privileged to be part of it.

“We have seen extremely strong results from all the site-tested machines often with double digit income growth; we have conducted numerous positive customer surveys and player feedback sessions, all of which clearly underpins the strength and player demand for these new games.

“There is a solid pipeline of new games and designs already coming through and while Bulldog Games may be new an entrant to this market we are supported by a team of the most talented, respected, innovative and creative development people in the industry.”


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