Page 112 - BCM June 2024

MILESTONE

Multiple generations of the Betti family, including Peter
and Robert, gathered for this group shot on the occasion of
Humbert and Catherine Betti’s 50th wedding anniversary.

the company’s driving principles has been: Evolve to remain game room fresh. A 27-month lease creates a natural cycle
relevant. for refreshing games.
“If we had just focused on jukeboxes, we would have Betti stresses that Betson Enterprises doesn’t just sell
been out of business a long time ago,” stresses Betti. arcade games; it provides installation, consultations, data
“Critical issues to our growth have been how we respond to analysis, design layout expertise and more.
change, and how we constantly add value for our custom- “If an arcade room isn’t successful, it doesn’t benefit us,”
ers. We won’t let ourselves become complacent.” he says. “We can create collection reports that show which
Betti’s grandfather preached that the company was only games are successful and which ones aren’t. We will work
as successful as its customers. Consequently, the company with the operator to achieve the optimal combination of
has focused on minimizing down time of its arcade games. games for success.”
If a game is out of commission, proprietors are not making Betson Enterprises places a high value on listening. It
money. recently added a director of customer experience position.
The company established The Betson Technical University, The company’s sales force listens to its customers, and front-
a two-day training course offered four times each year. It office executives listen to its sales force. Betti says the idea
provides extensive hands-on arcade game room training for for creating a parts package to be kept on site at the arcade
all position levels. came from a customer’s recommendation.
It developed a critical parts package for proprietors to “It’s very important for us to know what customers are
keep on site. The most common parts that break can quick- thinking, what they need and want,” he says. “We want
ly be replaced. to meet or exceed their expectations. Customers are very
A weekend tech hot line, staffed by experienced techni- creative and a tremendous source of ideas. The next great
cians, also is available. innovation will come from our customers.”
Betson maintains a parts inventory, and customers can Building strong relationships is another value that has
order parts online 24/7. The company also can repair most helped Betson Enterprises thrive for nine decades. It works
parts. diligently to take care of its work force, customers and
All these features are designed to increase customer sat- manufacturers.
isfaction. Betti believes everyone is a part of an ecosystem, with
In the mid-1990s, Betson added financial services to its each component relying on the other. It’s essential to keep
repertoire. The company provides private lending, financing each part healthy and thriving, and Betson Enterprises is
and leasing to its customers. committed to doing so.
“It makes us partners with our customers,” says Betti. Betti adds that Betson Enterprises values its approximate
The relationship has a two-fold benefit. It lowers the initial 340 staff members, many of whom have worked for the
investment, and leasing helps customers keep their arcade company for 20 to 40 years.

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