Brent Sales' UK & Ireland sales team, comprising John Crompton, Geoff Spencer and headed up by Mick Kennedy, is rarely in the office. "We are constantly out on the road," explained Kennedy, "more so than at any time in our history. In fact, I truly believe that we spend more quality time with the customer than any other distributor."

Kennedy expanded on their Customer Relationship Management: "We are part of the same family and operators like to see us standing shoulder-to-shoulder in both good times and bad. The real benefit of course is the feedback we receive on product performance, playing trends and innovative retailing practices. Much of this information can be passed through our supply chain and be implemented in new products and game revisions."

"New, innovative simulation and entertaining games designed to further enhance the finished product will be evident in the new models that will be introduced and shown by AMUTEC, now part of Namco Europe's Kiddie Rides Division, during the forthcoming show season.

The Brent supply chain remains one of the company's strongest assets. Not only can it rely on the prodigious portfolio of one of the industry's powerhouse brands, parent company Bandai Namco Games, but the European arm has the unique ability to autonomously source exclusive lines from other world class brands. Fantasy Entertainment, ICE, Raw Thrills and at least half a dozen other well-known developers all count solely on Brent Sales to bring their latest offerings to market.

Product manager, John Brennan stated: "We scour the world for the strongest products in each game category and work closely with reputable suppliers on making sure that we only offer our customers the very best of breed."

Whilst manufacturers have little difficulty in producing games which work well in their own local markets, say USA or Japan, they often need help in understanding subtle – or sometimes even fundamental – differences of a European or British player base.

"This is where we step in," said Brennan, "in particular with our current range of skill-based prize merchandisers. Each game passes through a rigorous testing and re-testing programme to configure and adjust play for optimal performance in our home market." Sister company, Namco Operations Europe has been the test bed for many of Brent's recent successes.

Brennan concluded: "The best manufacturers seek the best distributors for their products and Brent/Namco is renowned throughout the supply world as having one of Europe's best track records in terms of distribution channels, customer service, financial stability and being closest to the customer."

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