The purpose of the visit is, according to John McKenzie, managing director of Namco Europe Ltd, to speak with UK operators and gain an in-depth understanding of their specific requirements regarding product development. He explained: “ATEI is a rare opportunity to see the UK and the broader European market all in one location and to listen to the various perspectives.  It’s not commonplace for so many executives to attend an exhibition in this way but ATEI is unique.” He continued: “I think it is a clear statement on how much Namco Bandai want to focus on satisfying the needs of European players. The difference between a good and a great game can be minimal. It is the local characterization and insights to the market and players that the R&D team will be taking back with them and incorporating into future products.”