Games Warehouse
- Founded
- 1999-01-01
- Headquarters
- United Kingdom
- Phone
- +44 33-2228-480
Games Warehouse is a UK-based company that designs, manufactures, and supplies pay-to-play video entertainment terminals, primarily for the pub and bar sector. It is widely credited with creating the Skill with Prize (SWP) market in the UK, offering a regulated alternative to traditional gaming machines. The company’s flagship brand, Paragon, has set the industry standard for SWP terminals, combining skill-based gameplay with cash prizes. Games Warehouse also provides an expanding portfolio of quiz machines and other digital entertainment solutions tailored for the hospitality environment. The company operates as a business-to-business supplier, working with pub chains, arcades, and leisure operators to install and maintain its terminals. In 2018, Games Warehouse was acquired by Blueprint Gaming, a leading UK online and retail slot developer owned by the German Gauselmann Group. Since the acquisition, Games Warehouse has continued to operate as a standalone entity within the Blueprint/Gauselmann family, focusing on the UK retail SWP and quiz machine market while leveraging Blueprint’s game development resources.
Detailed Review
History and Background
Games Warehouse has played a pivotal role in shaping the UK’s low-stakes gaming landscape. Founded in 1999, the company identified a gap in the market for pub-based entertainment that combined the appeal of video games with the chance to win small cash prizes. Its Paragon SWP terminals became a fixture in thousands of UK pubs, offering games like “Crystal Maze” and “Monopoly” in a format that requires player skill, thereby avoiding the stricter regulations applied to pure chance-based gaming machines. This innovation helped pubs attract a younger demographic and extend customer dwell time.
Business Model and Products
The company’s quiz machine portfolio includes well-known brands such as ITV’s The Chase and Pointless, which are adapted into interactive touch-screen formats. These quiz machines rely on trivia knowledge rather than luck, maintaining the skill-based regulatory distinction. Games Warehouse also offers a content management platform that allows operators to update games remotely and analyze player data. The company’s terminals are designed to be robust, easy to maintain, and compliant with the UK Gambling Commission’s regulations for skill-based gaming. They also provide full technical support and installation services.
Market Position and Acquisition
The acquisition by Blueprint Gaming in 2018 was a strategic move for both parties. Blueprint gained an established physical retail channel and SWP expertise, while Games Warehouse gained access to Blueprint’s extensive library of slot game IP and development capabilities. Post-acquisition, Games Warehouse has continued to operate from its original UK base, with its management team retained to ensure continuity. The company’s product line has since expanded to include hybrid terminals that blend SWP with digital bingo and other formats. Despite the growth of online gaming, Games Warehouse has remained focused on the physical retail environment. The company’s long-standing partnerships with major pub operators such as Greene King, Stonegate, and Marston’s underscore its market position. Today, Games Warehouse continues to be a key player in the UK’s £1 billion+ pub gaming sector, with its Paragon brand remaining synonymous with SWP.
Key Products
Paragon SWP Terminals
The flagship skill-with-prize terminal range, featuring video-style games where player performance determines prizes. Available in various cabinet sizes and configurations.
Quiz Machines
Touch-screen trivia terminals branded with popular TV shows like The Chase and Pointless, and other original quiz content. Designed for pub counters and wall mounts.
Content Management System
A back-end platform enabling operators to remotely update game libraries, configure prize levels, and monitor performance across their estate.