Behind the Brand: How Bay Tek Chooses the Right License for Arcade Games
Walk into any Family Entertainment Center, and you’re likely to spot a familiar face: a movie character, a sports team logo, or a pop culture icon emblazoned across a redemption game. Licensing has become one of the most influential factors in arcade game success both in attracting players and in driving repeat play. But have you ever wondered how manufacturers decide which brands to bring into the arcade? At Bay Tek Entertainment, choosing a licensed property is never a shot in the dark; it's a strategic process built on experience, insight, and a deep understanding of our players.
The Core Criteria for Licensing Arcade Game Success
When we evaluate a potential license, we focus on three key areas:
Demographic Alignment
Gameplay Compatibility
Compensation Structure for the IP Owner
Each factor plays a vital role in determining whether a brand has what it takes to become a successful arcade game.
1. Demographic Fit: Who Will Play It?
Our games are designed for the Family Entertainment Center (FEC) space, where the player base often skews toward young adult males but that’s not the whole story. A great license is one that appeals across age ranges, tapping into both nostalgic recognition and current popularity. That kind of cross-generational appeal can significantly expand a game’s reach, encouraging repeat play from multiple audience segments.
We ask:
Is the brand relevant to our core arcade audience?
Does it have staying power or flash-in-the-pan risk?
Will it drive players to engage again and again?
If a brand can check those boxes, it moves to the next stage.
2. Gameplay Compatibility: Does the Experience Fit the Brand?
Not every great brand makes a great game. One of the biggest mistakes in licensed game development is forcing a license onto a game that doesn’t make sense. We avoid that at all costs.
We aim to create synergy between a brand’s image and the gameplay experience. Simpler formats like pushers or claw machines are often more flexible and can easily accommodate a wide range of licenses. But for more complex games with unique or layered mechanics, the connection must feel natural and intentional. If it feels like a mismatch, players notice and the game suffers.
We ask:
Does the gameplay reflect the spirit or energy of the brand?
Will fans of the IP feel “at home” when they play?
Can we innovate while staying true to the brand?
3. Compensation Structure: Is the Deal Worth the Investment?
Top-tier brands can be incredibly valuable but they also come with high price tags. A-list licenses often demand more nuanced agreements, especially when it comes to royalties, guarantees, or exclusivity.
At Bay Tek, we balance the creative and commercial sides of licensing. A great brand must also make business sense. If the compensation structure doesn’t align with projected earnings, even the most exciting IP might not be viable.
We ask:
Does the cost of the license support a strong ROI?
Can we structure a deal that’s fair, scalable, and sustainable?
Are we gaining more than just a name like marketing support or co-branding opportunities?
Strategy Over Hype
We love working with iconic brands but only when there’s a clear path to a high-quality, high-performing game. A strong license doesn’t just get attention on the game floor; it enhances the entire player experience. When the gameplay, audience, and brand come together seamlessly, that’s when the magic happens.
At Bay Tek Entertainment, we’re selective for a reason. Every licensed game we develop is the result of thoughtful planning, creative alignment, and strategic execution. We analyze gameplay data, redemption trends, and location performance to ensure the brand we choose aligns with real-world player behavior. That’s how we ensure our games deliver for players, operators, and brand partners alike.
Every licensed game we develop is the result of thoughtful planning, creative alignment, and strategic execution – an approach that’s defined Bay Tek’s success since 1977.