For independent business owners in Georgia, the key to staying profitable often lies in finding simple, effective ways to generate new revenue streams, adding extra strain on daily operation costs.
Over the past decade, coin-operated amusement machines (COAM) have proven to be a simple, effective way to do just that, helping small businesses like bars, gas stations, vape shops, and more generate steady, passive income without the hassle of heavy maintenance.
If you’re considering skill gaming but aren’t sure where to start — or whether it’s worth the investment — this article will walk you through a basic overview of how the COAM industry works. Then, we’ll explain what it is about game machines that make them so appealing to Georgia business owners and consumers.
A Quick COAM Overview
Before we discuss the reasons behind Georgia’s thriving COAM industry, let’s quickly review the basic premise.
COAM refers to game machines in Georgia, specifically Class B “skill-based” or “redemption” terminals. When customers interact with a COAM, they use their skills to influence the outcome, accumulate points, and carry those points over to future plays.
While the gaming aspect is undoubtedly appealing to customers, what has truly driven the growth of this industry is the ability to redeem points for rewards.
According to the skill game machine Georgia Lottery Corporation (GLC) Rules and Regulations Manual, there are limits on certain prizes — such as cash, alcohol, and tobacco — but even within these legal boundaries, there are plenty of rewards to entice customers through your front door:
- Additional game plays
- Gasoline
- Lottery tickets
- In-store merchandise
- Non-cash redemption gift cards for legal products within the state (per House Bill 353, passed on May 6, 2024)
Note that on and after July 1, 2026, redemptions will only include replays, lottery tickets, and reloadable or non-reloadable gift cards.
If you’re looking for more information about COAM fundamentals, we encourage you to check out our in-depth guides on what game machines are and the regulations around them.
Otherwise, let’s dive into the five key factors driving the growth of skill gaming in Georgia.
It’s a Low-Effort System
Under the regulated system managed by the GLC, COAMs have become an attractive option for small businesses because they can generate passive income without burdening the owner with machine management.
Instead, businesses interested in hosting COAMs partner with a Master License Holder (MLH), who the GLC has approved to install and maintain game machines across multiple locations.
Once the terminals are up and running, the business owner and MLH each receive 43.5% of the revenue, while the GLC retains 13%, which supports the lottery-funded HOPE Scholarship and Pre-K Programs.
Tip: Choosing the right MLH can make all the difference in how profitable a store’s investment in COAM licensing can be. Before settling for the first option, practice due diligence to find a skill gaming partner that:
- Has a long-standing positive reputation and experience in the industry
- Provides premium customer support, including quick handling of maintenance calls
- Offers compliance expertise to protect your business from potential penalties in the heavily regulated COAM system
- Provides a variety of high-quality machines to keep customers engaged
The Licensing Costs Are Affordable
When every dollar counts in keeping your small business running, adding new revenue streams can feel like a gamble.
Fortunately, when it comes to the cost of installing skill game machines, Georgia has kept costs low. Each terminal requires an annual fee of $125 and a $100 annual payment processing and administrative fee when you apply for or renew your license.
This low barrier to entry makes it easier for anyone to explore the benefits of COAM without worrying about whether their investment will pay off.
Customers Get More Out of Their Retail Experience
To compete with the convenience of online shopping, brick-and-mortar stores need to offer something beyond the basics: an experience that makes customers want to return. Skillame machines provide precisely that, turning a simple errand, like stopping for gas or groceries, into a quick, engaging diversion that adds some fun to a busy day.
Your willingness to create that positive experience will kindle stronger customer relationships, encouraging them to stay longer and visit more frequently. Eventually, many of these satisfied stoppers-by will feel compelled to sing your praises to their friends and family, meaning free word-of-mouth marketing from a source that your future customers already trust.
Technology Is Making Skill Game Machines Even More Interactive
One of the most exciting aspects of the COAM industry is the rapid pace of technological innovation, making the machines more engaging for players, with INAMAX leading the charge.
Through a strategic partnership with Betson Enterprises, we will be the first MLH in Georgia to offer new games from Light and Wonder, the leading cross-platform global games company.
By partnering with INAMAX, you can offer your customers this modernized gaming experience, featuring sleek lighting designs, dual high-resolution 27″ monitors, and an upgraded floating iDeck™ platform with a player-focused ergonomic design. It’s an impressive line-up of cutting-edge features that invites your customers to immerse themselves in an exciting gaming experience.
Interested in Game Machines, Georgia Business Owners?
The COAM industry is rapidly expanding, becoming more compelling for customers with each passing year. Establishing your COAM presence today means building customer loyalty and generating revenue before the competition catches up.
There’s plenty of time to start the Location License Holder application process before the next round of licenses is issued for the 2025 fiscal year, and there’s no better partner to do it with than INAMAX.
As Georgia’s premium MLH, INAMAX sets the industry standard, offering unmatched support and over 200 years of combined industry experience. We do all we can to ensure that your COAM experience is profitable and compliant from day one.
To learn more about what makes INAMAX the best MLH in the COAM industry, call (770) 449.0400 ext. 700 or email info@inamax.com.