Japan's pachinko parlours

Some pachinko businesses are adopting a softer touch to lure a new generation of players to a pastime often associated in the public mind with older men given to chain smoking.

Catering to different tastes to boost an industry that still sees some $185 billion wagered annually, machines in pachinko parlours now feature anime characters, games and idols, ranging from all-girl group AKB48 to Resident Evil, a video game blockbuster by Capcom Co that was made into a Hollywood film.

In the image above, employees of one of the industry’s largest operators, Dynam, are given training ahead of the grand opening of a pachinko parlour in Fukaya.

Dynam has 371 parlours around Japan and is building new game centers with higher ceilings, smoke-free zones and ventilators, with dividers between machines for privacy.

"We're trying to change the image of pachinko as loud, smoke-ridden and male-dominated," said Tomoko Murouchi, a spokeswoman for Dynam.

More than half of Dynam's customers are older than 50, with just 9 percent younger than 30, although the number of youthful players has almost doubled from 5 percent in 2006.

Pachinko revenues are falling as Japan’s population ages.

Gross revenue has shrunk to 19 trillion yen ($185.75 billion) from 31 trillion over the past two decades, and the number of players halved between 2002 and 2012, research by investment bank Morgan Stanley shows.

"Every year, fewer and fewer people are playing pachinko," said Tohru Okazaki, who has published five books on the industry. "Young people are simply not playing."

Besides an ageing customer base, the pachinko industry faces another potential threat: casinos.

Japan's moves to legalise casino resorts could force pachinko out of the grey zone where it has thrived for decades. Currently, it faces no gaming taxes, since it is not treated as gambling, which is illegal, but is viewed instead as an amusement.

Pachinko began as a children’s toy in the 1920s, which gained popularity among adults after World War Two.

Machines spew out winnings in the form of small metal balls - like those pictured held by a worker in the image above. Most players opt to swap winnings for cash, with 87 percent of players at Dynam going this route.

From dogs to sea creatures, different designs adorn pachinko machines in Fuefuki.