Arcade operators and game publishers often form strategic partnerships to enhance profitability and player engagement. These collaborations typically involve machine branding, where publishers provide exclusive or early-access games in exchange for prominent branding on arcade cabinets. Revenue-sharing models are common, with operators and publishers splitting earnings based on agreed percentages.

Additionally, operators may negotiate licensing deals to feature popular franchises, attracting more players. Some partnerships include maintenance and upgrade support from publishers, ensuring machines remain in top condition. By leveraging these collaborations, arcade operators can offer fresh content while publishers gain wider exposure, creating a win-win scenario in the competitive gaming industry.