The biggest selling merchandising device in Japan, Clena-Flex was launched in Europe during 2008 and has become one of Bandai Namco's best selling products, offering what product manager John Brennan describes as "valuable and adaptable providing exceptional capital returns".

A 100 per cent skill game, Clena-Flex asks players to nudge/push/pull prizes of varying value, size and form onto a pre-determined drop zone, selected by the operator, using a two-finger grab mechanism. Any combination of nine different tiles in a 3x3 grid can be placed on Clena-Flex's playfield to make a bespoke platform. Physically larger prizes can be placed across a three-tile front, middle or rear strip.

Whilst Clena-Flex is most certainly a product of 'the moment', one of its key attributes is the longevity of its appeal to players, as John Brennan explained: "Our strategy is to keep the product new and vibrant by providing a series of different set-up options, which deliver a new experience and challenge to players, maintaining income levels to their optimum.

"Set-up sheets with merchandiser starter packs are provided by sister company Brent Electronic. The key is to change the players' interaction from a passive one to an active one. The selection of merchandise can help massively in this process. For example, we have a football theme, which requires players to move a ball through a goal in order to win. Players are in control of the process, which is integral to successful operating.

"The turnkey service we provide, from, product through to devising set-ups and supplying the merchandise, takes as much of the 'sweat' away from the operator as possible."

It's a game that engages with the player base, as Eve Oliver, hollywood bowl's electronic leisure machine manager stated: "Clena-Flex arrived in the UK with a strong operating pedigree gained in Japan. That pedigree, combined with the important refinements undertaken by Namco Europe to suit domestic player profiles, has made Clena-Flex an extremely important element within our broadly based electronic leisure offering. The latest set-ups offer strong game play with great prizes which encourage repeat plays."

Identifying and sourcing the best possible merchandise to feature in Clena-Flex is the responsibility of Brent Electronic's Steve Short. One of the unique, headlining products secured by the company is Banpresto's hugely popular novelty item, Facebank.

The 'creepy but cool' Facebank is a battery operated prize which eats coins when eye sensors are activated. The rubberized Facebank has developed a cult following since its launch in Japan, with aficionados posting various animated Facebank clips on Youtube, which have registered in excess of 2.5million hits.

Steve Short confirmed: "Facebank is on course to become the next big thing in Europe and we have been appointed exclusive distributors." He added: "Facebank is an ideal product for Clena-Flex and as a novelty prize or gift, we've already taken substantial orders from the industry since it was launched at Preview."

Perhaps the greatest attribute is the adaptability and depth of the game, as John Brennan mused: "The industry is really just peering through a window at Clena-Flex currently. This is a next generation product – and the possibilities of new set-ups are endless."