Amusement Alley March 2024

GAME ON!

Unlocking New Profits with Expert Guidance

Welcome to IBI’s

TNew Ideas // Different Concepts // Fresh Revenue Streams

his month’s Amusement Alley focuses on maximizing your arcade’s potential.

Tapping into the expertise of professionals can alleviate headaches and provide a clear direction on this important area of your center. If you’re looking to up the game in your game room, be sure to read this worthwhile story featuring the professionals at AVS Companies. Optimize your square footage while saving time and money.

Another informative read is about understanding the latest arcade trends and innovations. As consumer expectations shift toward more grouporiented and socially competitive experiences, you’ll want your arcade ready to meet demand. Also, check out IBI’s game reviews from a player’s perspective, an entertaining description of today’s top games.

“Amusement Alley” is where new ideas, different concepts, and fresh revenue streams are featured periodically throughout the year. New and exciting entertainment trends continue to shake up how we do business in the FUN industry.•

Email Stephanie@BowlingIndustry.com with news to share or topics you’d like us to highlight.

A big shout-out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.

Embracing

The

ARCADE EVOLUTION

Understanding the latest arcade trends and innovation

By Brandon Willey

The classic video and redemption arcade has been a mainstay of family entertainment for decades. Games have steadily evolved from early predecessors like Centipede, Street Fighter, and Skeeball to enhanced experiences and unique gameplay.

As consumer expectations across younger demographics shift towards more group-oriented, socially competitive, immersive experiences, family entertainment centers and location-based entertainment operators must adapt to stay relevant. Games that promote cooperation and teamwork and develop social and communication skills through interactive play continue to increase in popularity. As a result of this progressive consumer trend and rapidly evolving technologies, virtual reality, augmented reality, projection mapping, and tactile digital screens will continue to claim a more significant share of the arcade and attraction domain.

WHAT’S RIGHT FOR YOUR CENTER?

With such a profusion of products, you must first determine what your market expects or demands. As with the addition of any attraction, you must first evaluate your competitive environment, target demographics, existing attraction and arcade mix, and, most importantly, seek to understand the variations of VR that exist today.

ATTENDED VS. UNATTENDED VR

There are two broad categories of virtual reality attractions – unattended and attended – and each family of offerings has its benefits and drawbacks. Inevitable exceptions notwithstanding, unattended will often deliver higher throughput with a lower cost-per-play and little to no staffing costs. At the same time, attended systems require a staffing burden but frequently deliver a more elevated, socially competitive, and higher-priced experience for the guest. Whether attended or unattended, each game or attraction falls within one of four categories: rides, arcades, enclosures, and arenas. While there are many options, let’s look at a few examples from each category.

SMALL FOOTPRINT VR

The first stop along our journey is the small-footprint VR rides, like Virtual Rabbids from LAI Games, a longtime and early staple of the FEC, and newer rides like SpongeBob’s VR Bubble Coaster by Andamiro, which provide unattended fun on your game floor for one to two riders. For those willing to invest, both in the attraction and attendant, XD VR ride experiences from Triotech or DOF Robotics can offer an elevated and more thrilling experience for a higher number of guests.

While adding VR rides to your venue can increase excitement, interactivity, and dwell time, keeping your arcade mix fresh will continue to deliver the revenue you’ve come to expect from your game floor. Some of the early entrants to the unattended VR game space, like Beatsaber and Vader Immortal: Lightsaber Dojo by VRsenal, have become staples in many centers already, while newer players like VRLeo are going further with self-disinfecting capabilities and a selection of high-resolution games for the guest to choose. Even simulators are starting to go virtual, with LAI Games leading the pack with their latest release of a VR version of their popular dual racer Asphalt 9 Legends.

If you are looking to add larger group social or competitive play but have limited square footage, then four-player tethered VR enclosures like Hologate, with their IP-based solid games, or the Omni Arena by Virtuix, with their unique omnidirectional treadmill experience, can be fantastic entry points to add VR to your venue.

Arcade

FREE-ROAM, LARGER SCALE OPTIONS

For larger scale, free-roam installations (no attached cables, allowing the guest to move freely), virtual reality arenas from platforms like Limitless VR by Creative Works, Zero Latency, and Spree can offer a more immersive, tactile, and enhanced entertainment experience.

EXPERIENCES AND ENHANCEMENTS

If you are not quite ready to dive headfirst into VR, there are still great ways to add immersive and interactive experiences to your center: say hello to augmented reality. While still very early in its manifestation, there are two broad categories of augmented reality to explore: experiences and enhancements.

Experiences

Very few full-blown experiential players exist in this space, but Verse Immersive by Enklu is one growing brand. Currently, you can experience their innovative platform at one of three locations: Chicago, under their brand; Main Event in Grapevine, TX; and 810 Billiards and Bowling in Phoenix. They have multiple experiences — delivered via a semi-translucent headset, allowing players to see a virtual overlay over the real world. The attraction requires an attendant and 1,200 square feet for up to 20 players at a time, and their quests vary in gameplay from 20 to 60 minutes.

Enhancements

Enhancements are another rapidly growing trend. While often referred to as projection mapping rather than augmented reality, the impact on the guest experience remains the same: a more immersive and interactive experience. Thanks to projection mapping pioneers like TouchMagix, we’ve seen manufacturers and suppliers add projection-mapped interactive experiences to their tried-and-true attractions. From Brunswick’s Spark system to Chaos Karts to 501 Entertainment’s Smart Darts and Supercharged Shuffleboard by Game Volt, these augmented reality enhancements increase interactivity, group play, and the potential for repeatability.

IMMERSIVE TRENDS TO WATCH

The rise of immersive games that don’t require headsets is another trend to watch and is the fastest-growing segment of the mixed-reality family of attractions. Most immersive enclosures do not need an attendant and have a higher throughput due to a lack of headsets to fit, clean, and charge. These immersive and interactive experiences can be dropped almost anywhere on your floor and are ready to go at the swipe of a game card.

Valo Motion is a rapidly expanding leader in this space with their Valo Arena, a projection-mapped multiplayer arena. Arcade Arena is a newer entrant to the scene with their multimodal interactive, competitive, and tactile attraction. Other enclosures like Qbix by Inowize, Immersive Gamebox, and Attraktion’s Playneo each use 270-degree projection environments for free-roam group gaming, enabling interaction for multiple simultaneous players without special glasses or headsets. These immersive enclosures create spaces that encourage group interaction and engagement on every surface of the attraction.

However, suppose projection mapping and digital wall panels aren’t the right fit, but you still want to add repeat playability, group interaction, and engagement. In that case, you must consider the growing contingent of interactive tactile gaming options like Mission Box by TimeMission. Games with a smaller footprint but are equally engaging, like SisyFox and Playmind’s Playbox, round out a few options that can fit nicely within your existing game floor.

BOTTOM LINE

The arcade is no longer just about solo play and high scores; it’s about creating memorable, shared experiences. Embracing new technologies and trends is crucial to staying relevant and appealing in an ever-evolving market. The future of family entertainment is interactive, immersive, and inclusive. Owners and operators can ensure their venues remain at the forefront of fun by investing in these rapidly evolving attractions.•

Brandon Willey, ICAE, is co-founder of the LBX Collective and Premier LBX Group, co-host of The LBX Daily Show, and founder and CEO of Hownd. Brandon has an intense passion for the attractions industry and extensive knowledge of location-based entertainment. Brandon is the former chair of IAAPA’s FEC Committee and now sits on the North American Manufacturers and Suppliers Committee. You can connect with him at LinkedIn.com/in/bwilley.

Game Reviews

RAW THRILLS - KING KONG OF SKULL ISLAND 2 VR

Features: 55” and 43” LED HD gameplay monitors // Variety: 5 Episodes // Attendant-Free // Players interact using hand motion // Dual HP Supercomputers // AirRide Motion System // AirForce Jet Air FX // 40 sq ft

GAMEPLAY: King Kong Of Skull Island is a prime example of the gargantuan capabilities possible with VR. A bumpy ride is one thing, but Raw Thrill’s blend of VR and motion technology propelling you through the Jurassic jungle of legends, is something entirely else.

It took quick reflexes to smack virtually attacking Jurassic bugs, carnivorous plants and larger-than-life dinosaurs out of the air as they assaulted our vehicle. Thankfully, we persevered by catching a trip on the back of a Pterodactyl. By far, the most cinematic moment came near the end of the demo- a detailed King Kong held our vehicle close, towering and snarling above us, while air FX blew gusts of his breath over us.

King Kong of Skull Island was an exhilarating demonstration of VR and motion capabilities. You’re able to interact with ancient colossus and journey through imaginative worlds - just sit back and…. DRIVE!

Fast & Furious Arcade

Godzilla: Kaiju Wars VR

Features: Thrill-D NXT Motion Platform // 5 episodes // Wind jets // Two 65” GIGASCREENS // 6-Channel EARTHSHAKER Audio // Force Feedback // Dual-Mounted Atomic Blasters // Next-Gen VR Headsets

Just when we thought that the VR experience couldn’t feel any more immersive, Raw Thrills introduced an even larger threat with Godzilla: Kaiju Wars VR - the epitome of a blockbuster, megahit monster.

This small space attraction offers an immersive, nail-biting experience where players fight swarms of beasts, massive robots, and even pre-historic reptiles as they fly on a war machine and fight for survival. The only thing that stands above the sky-high cyberpunk city is Godzilla himself.

While there’s no attendant necessary, players might need someone to hold their hand!

THRILL-D Motion // Killer 5 Channel Audio - 2 x 65” UHD screens // Synchronized Twin Cabinets to Double Screen Size // Link 8 Local Games // 6 Wild Tracks // Glamorous Cockpit // QR Code Stats

For decades, Raw Thrills has designed the most formidable racing simulators on the marketDrift, SuperCars, and Crus’n’Blast - and now they’re taking us on an infamous action-packed adventure with Fast and Furious. By implementing the iconic Fast & Furious franchise into their state-of-the-art arcade technology, guests tap into their inner Dominic Torreto to power their turbocharged supercars on wild tracks around the world.

Superior immersive weather graphics mean that rain or shine, players can hyper-drift upgradeable supercars through the Swiss Alps, Havana, Hong Kong, and beyond! Similar to the movies, these are no regular racetracks. Players embark on secret missions that involve propelling over rocket launches, evading explosive missiles, and avoiding low-flying jet aircraft.

Raw Thrills latest racing simulator reminds guests to ‘live your life one-quarter mile at a time!’

GAME ON!

Unlocking New Profits with Expert Guidance

Reimagining your center can be confusing. When looking for inspiration, you’ve likely walked into finished centers and wondered, ‘How on earth do I get from point A to point B?’

Offering plenty of opportunities for customers to spend money with your business involves more than just offering additional products or services. By diversifying your offerings, you not only cater to a wider range of preferences but also deepen customer engagement and loyalty to your center.

Proprietors are busier than ever before. While upgrading an arcade can bring in big dollars, the process of getting there can be frustrating. It’s easy to miss the details when your focus is split in several directions. Collaborating with longstanding industry professionals can provide peace of mind while fast forwarding your project to completion. This month we looked to the professional, and friendly folks at AVS Companies to learn more about how they help operators maximize center and arcade operations. The knowledge, guidance, and convenience that the AVS team offers gives operators more time to focus on what’s truly important - guests.

Seasoned expertise you can rely on

AVS Companies has time and tradition on its side. Founded in Chicago, IL, in 1971 by Frank Gumma Sr, the company began as a used vending machine sales shop and was aptly named American Vending Sales. Over five decades, AVS expanded into a multibranch, full-service distribution network serving the amusement, gaming, and vending industries. The company was renamed AVS Companies in 2017,

By Mike Fernandez

reflecting acquisitions made over the years. Headquartered in Elk Grove Village, IL, Frank’s son, Vince, now serves as president of the company. AVS Companies has experienced many changes over the years, but the one thing that has never changed is its dedication to their customers.

AVS Companies’ comprehensive product catalog showcases the latest arcade, merchandisers, next-generation VR, redemption games, and the new-concept micro markets. If you prefer testing the games out yourself, you’ll find the AVS team at trade shows nationwide and year-round. At IAAPA, their experienced sales team blew us away with VRLEO, a family-friendly VR console with multiple games that draw guests into the VR experience minus the violence and gore. The controllers and headset were kept clean with UV sanitizing cabinets. Its VR headset retracted back into the cabinet

Click here for the AVS Product Catalog

“Working with AVS Companies has made all the difference in our newly remodeled facility. They made everything easy, from the initial design layout to ordering, delivery, and installation. They are a true partner.”

once the game ended, safe from any small hands walking by.

Amar Patel, Owner, Nickel City Xtreme

NOTE: If you’re heading to Vegas in March for Amusement Expo International, you can stop by and meet their team at booth number 509. Successfully building your arcade is only part of the equation needed to reach your center’s full potential. An important part of financial success is the food and beverage component of business. Running a thriving food and beverage operation is complex; increasing output can take a lot of work. The snack bar is an FEC staple, but as consumer demand for convenience grows, demand for micro markets and vending equipment grows. AVS Companies has stepped up to the plate as our industry’s leading distributor for this alternative to upgrading your entire kitchen operation.

What Are Micro Markets?

A micro market is an unmanned retail space where individuals can purchase food and beverages. Micro markets feature refrigerated cases that can house fresh foods like salads, sandwiches, beverages, fruits, vegetables, and other perishable snacks. They can also feature specialty coffees, dry goods such as energy bars, and frozen treats.

How They Work

To use a micro market, the customer picks up the food or beverage they wish to purchase and then pays for the items at the intuitive, self-checkout kiosk. Micro market kiosks offer various convenient payment options, such as credit/debit cards, cash, fingerprint readers, and more. All transactions occur through a secure and stable network, like AVS Companies’ Connect Cooler Market payment solution. This allows guests to get their food quickly and conveniently.

Benefits

Micro markets are desirable because they cost very little to install and maintain. Typically, the facility needs only to provide a designated space, power, and an internet connection. The micro market offers a bright, fun, and value-added option for customers looking for a snack that is easy to navigate, convenient, and provides plenty of choice.

Operators love that micro markets can accommodate various food and beverages, from vending coolers to popcorn machines. Micro markets are fully customizable to fit any unused space available in your center. Like its arcade service, AVS Companies will help build a space-friendly layout with plenty of eco-friendly and energy-saving options.

“Working with AVS Companies is truly a one-stop-shop experience. From delivery and installation to parts and service, our team of experts is ready and equipped to help your business thrive for years to come.”

Rebekah Cartlidge, Marketing Coordinator, AVS Companies

Attentive service, thought-out arcade products, and leading concession solutions are the hallmarks of AVS Companies. Call on the experts to reach your center’s potential by exploring their catalog at avscompanies.com or contacting their dedicated sales team at sales@avscompanies.com today.•

Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.

MORE THAN BOWLING

CALIFORNIA

PANIQ ROOM LONG BEACH has opened and is flourishing. David Dent, owner, is so fond of escape rooms because, he says, “You’re immersed in the environment, and you get to interact with it. It engages your mind and your visual stimulation.”

PanIQ has four escape rooms: Pirates of Tortuga, family friendly; The Haunted Manor, live escape; Wizard Trials, family friendly; and Insane Asylum, live escape. PanIQ was established in 2014 and began franchising its brand in 2017. It has 24 locations across the U.S., Asia, and Europe. Long Beach is the newest. Dent is eyeing his business to include other locations in the Long Beach area, with Belmont Shore opening within two years.

ILLINOIS

UTAH

Layton is the home of THE COLOSSEUM found in the Layton Hills Mall. It is pitched as Utah’s ultimate laser tag adventure where participants are faced with a layer of authenticity and pulse-pounding moments. However, The Colosseum stretches beyond the laser tag arena. It’s a mosaic of excitement with attractions like virtual reality, an XD theater that simulates a roller coaster, mini-golf, axe throwing, and archery tag.

RETRO REPLAY ARCADE in Landmark Recreation Center opened on New Year’s Eve. It is the vision of Derek Watson who has many fond memories of time spent in arcades. His passion and interest in retro arcade games persisted into adulthood. “I started off with one machine in my house,” Watson said. “And then it became a couple of machines in the garage, and then it became multiple machines in the house, and then, it just got out of hand.” Landmark Recreation had space and Watson opened his Retro Replay Arcade there. He expects the space to house 26 to 30 machines.

MAINE

The city of Augusta has opened a new escape room, ESCAPE AUGUSTA Guests are thrilled with the flagship room called Wiseguys Express which allows a maximum of 10 people to solve the puzzle. “We want you to feel like you have just stepped onto a 1930s train car, everything is as authentic as we can get it,” says owner Michael Wullaert. Co-owner and Wullaert’s wife, Emily Mathieu, shares that the next room will be “The Case of the Missing Pet” which will definitely include kids. With this escape room, 10% of the proceeds will be donated to the Kennebec Valley Humane Society; Escape Augusta defines itself as a community business.

SHEFFIELD, UK

TENPIN opened its 53rd location in Sheffield on Dec. 22. It offers an array of attractions. There are 21 lanes of bowling, laser tag, karaoke booths, pool tables, table tennis and an arcade. According to Intergame magazine, it has themed 10-hole mini-golf, and one of its four escape rooms is Titanic themed. F&B consists of two cocktail bars and a full food menu. Party packages can be narrowed down to a karaoke, golf, or bowling package.

LIVERPOOL, UK

The laser tag frenzy has definitely hopped across the pond. A new LASER QUEST venue is opening in Aintree. It will be the third Laser Quest location in the Liverpool area. In fact, there are 60 centers based in the UK and Ireland with over 100 operating worldwide. Aintree’s spot will be an immersive attraction, featuring futuristic maze theming accompanied by music, lighting, fog, and special effects. It is expected that air hockey, arcade machines, and pool will be added as well.