Bigger jackpots on amusement with prizes (AWP) machines are already helping pubs drive trade according to companies and licensees.
New legislation came into force in June which now allows pubs to have machines with a top prize of £70.
And the early indications are that the doubling of the jackpot has seen a surge in interest.
Although pub companies have been reluctant to share figures, several have indicated that tenants have seen an increase in machine takings since the legislation was introduced.
A spokeswoman for Punch Taverns said: "We are currently in the process of rolling out the £70 jackpot gaming machines to both the leased and managed estates.
"It is too early to provide specific figures on the success of the machines so far, but feedback from the licensees who have them has been extremely positive."
And licensees have also been encouraged by the new machines.
Kim Knights, manager at the Railway Hotel in Blandford Forum, Dorset, said: "They are probably a bit more popular but I think this also has as much to do with the quality of the games as it does the jackpot," she said.
Andrew Ludlow, managing director of games provider Games Media, said: "The ability for the consumer to have a wider choice of staking options coupled with increased payout percentages delivers a far more compelling proposition and a product offer we believe will be able to compete with other machine locations on the retail gaming high street."
Ludlow added that along with increased jackpots licensees can drive trade by switching to digital technology.
"Players are more than ready for widespread access to digital gaming in pubs and the superior experience it delivers.
"It is interesting that the last bastion of the analogue gaming machine is the pub sector, a position which is in decline and ready for a positive change," he said.