Luke Alvarez, co-chief executive of Inspired Gaming Group, which manages more than 90,000 quiz machines in pubs, betting shops and casinos across Britain, believes the future lies in new broadband technology. This enables his 21,000 digital machines to be automatically updated each month with new games and up-to-the-minute questions, keeping interest in them fresh and boosting both their longevity and profits. He says switching from an analogue machine to a digital one can boost revenue by anything up to four times. Switchover costs range from £1,800 in pubs to £4,500 in casinos, and the plan is to do 6,000 over the rest of this year. The company is already part-way through an 18-month trial with Coca-Cola to deploy 220 digital vending machines, which promote mobile phone top-ups, ringtones and games, in the US, Germany and Ireland to assess their potential. Shares in Inspired rose from their float price on 180p in June last year to a high of 343p in May, before slipping back to the current 298p, valuing the business at £210m. The Sunday Telegraph 15/07/07 (Business) page 9

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