Free vs. Paid Game Cards: Making the Right Choice for Your Arcade

Should I charge for play cards? Many location owners and managers ask this question while preparing to deploy a card system. There is no wrong-or-right answer, nor is there a one-size-fits-all solution. Although, there are some guidelines to assist in making an informed decision.a

• What is your target age group? Locations that cater to teen or adult groups tend to charge for a card more often than those that target younger children.
• Is your location in a high-tourist area? It is common for places to charge for a card in regions with a higher percentage of tourist visitors.
• Are you concerned that charging for a card will be perceived negatively? If you decide to charge for a card, you can offset this charge by offering a Registration Bonus. This strategy will return the card fee in bonus value to a guest who successfully registers their card. You can also waive the card fee if a higher value is purchased.
• Are you trying to offset the expense of play cards? Consider offsetting this cost by having a sponsor. A sponsor is a good idea whether you charge for a card. Sell a small advertising space on the front or back of your cards to a local business or approach your soft drink vendor.
• Are you trying to encourage card retention? Some operators want to increase the perceived value of a card by charging for it, leading to a higher percentage of guest card retention. This approach can work, but you must demonstrate the card’s value. Try promoting the benefits of registering your card or an advertised VIP program.
• Is it a good practice to charge for reissuing cards? This question deserves special consideration. Suppose you have a returning and registered customer that has misplaced their card. This situation may be when the card fee is not the best idea.
• Does your local competition charge for their cards? If they charge, the market expects a card fee to be standard. Consider how they handle their card fee if you are operating or opening with a nearby competition. It may be an opportunity to create a point of difference.
• Should I charge for Group and Party cards? This fee is something that most locations avoid. It adds value to your packages. Promoting that a preloaded game card comes with a party or group package is a good idea.
• How much should I charge? The most common price point is $1. This price helps to show the card’s value, leading to higher card retention. Pricing the card at $0.25 is more noticeable since it leaves an uneven amount on the card.

Regardless of which direction you decide to take, make sure you give this decision adequate consideration. An existing location, operating on tokens, will be going through a substantial change by adding a card system. A card fee could hinder guest acceptance of the new system. For a new location, a card fee may be more straightforward for guests to accept since they have no previous expectations. Keep in mind that it is easier to remove a card fee rather than add it after you open your center.