I will say as an arcade goer (and the fact that there are a few really amazing arcades here in Vegas), that the bigger the machine, the more I am willing to pay.

By that, I mean games that are more than a joystick and buttons (unless it is really new).

I am perfectly fine with dropping $1 on a newer game, because let's face it, it gives me motivation to get good at it and only sped $1 on it (that is how I got decent at CvS2 and Alpha 3).

Games like Top Skater, Alpine Runner (I think it is called that), Sega Rally 3, Initial D v4, After Burner Climax, I could keep naming them, but that is what I mean by bigger machines.

If I drop 25 cents into a machine, I am not expecting much except for a good time and something classic and that is about it (maybe some missile command or ms. pac-man or something), but even with some of the older fighters (GameWorks just recently got in Sonic Fighters) I am willing to go 50 to 75 cents (well for Sonic Fighters, but I am biased enough to be willing to make that purchase). If the game is almost like an experience, I am more than willing to drop more (I am still happy and comfortable dropping $1+ on Star Wars Trilogy Arcade Deluxe). Dancing games, well rhythm games in general (except for Guitar Hero Arcade, don't get me started on that game). If it is more of a "pull you into the experience" type game and less of a "here is a fun idea to get points that is strangely an addictive idea" then I am less inclined to pay as much. Most modern racing games I am just fine paying $1 because many of them do a great job of putting you in the driver's seat.

Ms. Pacman/Missile Command/other awesome classics, 50 cents is starting to push it.
The newer stuff, oh man, the newer stuff is cool and I am more than happy paying $1+. The people that complain are cheap.

Also, when I was in Nebraska, their big arcade (Family Fun Center) had a massive area similar to what DreamTR talked about, and that is the console area. Sure, it doesn't make much money, but that console area in FFC is massive and pulls in a crap load of people.