Primero Launches New Class A Game

Taking advantage of an opportunity provided in 2024 legislation, Georgia-based game manufacturer Primero Games has developed and launched a Class A game in the state’s COAM market.

Primero CEO Barry Rutherford said that when House Bill 353 increased Class A game prizes from $5 to $50 per play, “it struck us as an opportunity to build a more exciting Class A game.”

Noting that Primero has experience developing Class A games in the past, Rutherford said, “We knew we could build a richer, more engaging player experience for the Georgia Class A market, one that goes beyond typical, arcade-style games that you find in venues like Dave & Busters.”

After receiving input from industry experts, Primero’s engineers built a game “we believe is going to be fun for players, while creating exciting new opportunities for locations and operators to expand their COAM business,” he said.

The company’s first Class A offering is a five-game suite called Green Dragon Fortunes.

“Green Dragon Fortunes includes some of our top-performing games,” Rutherford said, adding that Primero utilizes its exclusive Spark technology to add content to the original game set every month.

“The game continues to evolve with new, exciting games,” he said, “keeping the experience fresh for players.” Not only does the Spark platform provide fresh content every month, but it also supports remote updates, online reporting and remote service, which reduces operator downtime. “It’s a win for operators,” he said.

Distribution of the game “will be accelerated,” Rutherford said, by leveraging Primero’s existing operators. “We want to work with our network of customers that we've sold Class B games,” he said.

As these route operators look for ways to “expand their footprint,” Rutherford said Primero’s Class A game “is a great solution for entering locations that they wouldn't normally,” outside the convenience-store environment that Class B machines are predominantly in.

The new gift card redemption options that will launch July 1 is “a huge win for everybody,” benefitting both Class A and B operators and locations by simplifying prize redemption, he added.  

Green Dragon Fortunes has the ability to connect to any kiosk available and Rutherford said Primero has partnered with Intuitive Financial Solutions (IFS) to allow players to redeem digitally on their phone.

“When a player is finished playing, they can exit the game, scan a QR code and redeem for the gift card right there on the phone, which is pretty cool,” he said.

Offering a Class A game in Georgia is an exciting step, Rutherford said. Unlike classic arcade games or Class B games in convenience stores, Primero’s new Class A product is designed for adult-focused venues, appealing to players seeking casual gaming at their local hangouts, he said, a strategy that taps into a market segment underserved by existing regulated amusement machines.

A Class A game with the visual appeal and engagement of Class B is the perfect solution for locations that can’t or don’t want to provide Class B games.

“People love playing COAM games,” Rutherford said. “We’re targeting adults who want to play these games at their local restaurant or bar that wouldn't normally have a COAM Class B game. This creates another opportunity for them to enjoy the entertainment that they want.”

Technology continues to evolve at warp speed in the competitive Georgia market, and Primero’s Class A launch is another example of the company’s game-building prowess.

“Georgia continues to push and advance amusement games,” he said, “and we’ve always been the leader. Mike Macke (Primero’s owner) helped start the COAM industry in Georgia – it’s our backyard.”

Primero will rely on its understanding of the market and the player to grow its Class A business, he said, adding that its Spark platform is a “differentiator” that provides a competitive advantage.

“It’s a win all around for locations and operators,” Rutherford said.  “With Class A, we can make a meaningful impact and grow that market with our operating partners.”