While small businesses can generate substantial profits from video gaming, choosing the right Terminal Operator (TO) can make the difference between a profitable business and a thriving enterprise.
Terminal Operators are essential business partners. They supply the video gaming terminals (VGTs), service the VGTs, collect cash, assist with obtaining and renewing gaming licenses in Illinois, and provide critical marketing support to drive foot traffic to gaming businesses, among other services.
Choosing the right TO is not an easy decision. Many offer the same basic services but they can vary greatly in the types and level of services they provide. Below are five important questions you should be asking your TO this year, or when choosing your first TO, to make sure that you are getting the most out of your gaming business investment.
- What are my Account Manager’s plans to help grow my business this year?
Gaming businesses should expect their TOs to provide a dedicated Account Manager who is proactive in helping your businesses grow. Beyond simple “check-ins”, the Account Manager should be in regular contact with scheduled visits to provide customized business plans, quarterly business reviews, and strategic growth initiatives. - How do my profits compare with other gaming businesses in my area?
TOs should provide ultimate transparency about your business’ profits. That includes regular monitoring and reporting of performance, and clear guidance on how to maximize profits on an ongoing basis. When we speak to business owners who are exploring their options, we often find they are leaving money on the table. - Can you describe the marketing strategies and tactics you are planning to use this year?
Video gaming is not a “set it and forget it” type of business. From consistently updated marketing materials to player engagement programs, every TO must innovate to help their partner locations grow their margins. It’s why we launched My Player Perks, the industry’s latest and most rewarding loyalty program to help our partners attract and retain customers. - What kind of technology do you have available to help grow and scale my business?
Like every other industry, video gaming is benefiting greatly from advances in technology. TOs should be taking every opportunity to leverage new tools, data and analytics to help their partners make better, more informed business decisions. Universal Gaming Group’s Partner Portal does just that, with continuous updates to give our partners a competitive edge. - How are you better than every other TO available to me?
Asking this question should trigger a quick response and give you a good idea where the TO puts their focus. As the first Terminal Operator to install VGTs in Illinois, we have more gaming experience than anyone else in the industry. That translates to the video gaming industry’s best service, from dedicated Account Managers focused on growing your business, to seasoned technicians who resolve most issues in 20 minutes or less.
2025 will be another strong year for video gaming in Illinois, but the wrong TO can dramatically impact your business. Ask yourself, “is my TO doing everything it can to help me succeed?”
We hope this guide will help you get the most out of your investment by ensuring that your TO is right for your business. We’re happy to answer these and any other questions you might have. Please contact us to talk about your business. We’re here to help our partners thrive.
