Betson Enterprises, the amusement equipment, parts, and service distributor, has shed some light on a recent trend, exploring why more non-traditional locations, such as ski resorts, sports centres, housing developments and more, are adding game rooms.
Whether a company is housed in a modest or sizable building, making the most of every square foot of the venue is crucial to optimising its financial return. It only makes sense to use the area to generate income since the operator will already pay rent, taxes, and utilities on it.
Arcades come to ski resorts, sports centres and more
One example of this trend can be seen in the ski resort sector in Vermont, where locations like Jay Peak, Burke Mountain and Smugglers Notch have added arcade rooms in order to keep guests entertained while they are not out on the slopes. Jay Peak even offers mini-bowling, a cinema and a second games room.
Elsewhere, sports centres have been getting in on the trend too. For instance, Arena Sports, a chain of indoor soccer fields in the Seattle area, made the decision to transform its sports arena into a complete Family Entertainment Center. It now features more than 80 arcade & redemption games, alongside a ropes course, a climbing wall, laser tag, bowling, and virtual reality. This expansion means that it can offer a full range of family activities appropriate for any age.
In San Deigo, California, one high-end apartment building has also added arcade games, and this move has been well received by residents, who can also enjoy Highway 66 Mini Bowling and HD full-swing golf, free of charge. Also in California, the 23,000-acre Rancho Mission Viejo housing development has added arcade games to its existing offer of a swimming pool, fire pit, bocce ball courts, and more. The revenue generated from the arcade’s token sales has more than paid for the community’s annual lease cost within the first seven months of opening the game room.
Boosting revenue by using all available space
Operators of a wide range of venues can boost revenue and keep visitors entertained for longer by adding a game room into a previously unused or underused area of their building.
“That never-used conference room or disorganized storage space could potentially provide your business with an additional source of income,” says James Liess, Betson’s senior director of marketing and communications. “This is particularly true if your business sees a lot of foot traffic or you often have customers waiting in a reception area for significant periods.
“When customers spot a pinball machine or racing game in the next room, they are instinctively drawn to check it out. This initial curiosity can often lead to 30 minutes or more of pure, unadulterated enjoyment on the part of your customer – and some extra money in your bank account for you and your business.”
There is a huge range of types and styles of games available, meaning that operators can select those that work best for their location. For example, Extreme Powersports (pictured, top), a motorsports dealer in Columbus, Georgia, added two Super Bikes 3 to its showroom. This helps to keep kids entertained when families visit to look at motorcycles and other motorsports. The operators also added a Prize Cube claw machine, customised with the Extreme Powersports logo and filled with t-shirts and small motorbikes.
“Unlike many other sources of additional income your company can utilize, game rooms are fun and loved by customers,” adds Liess. “While customers might get annoyed if they see you charging for parking or up-selling products to make some extra cash, they will often be excited and happy to see you installing a new game room for them to enjoy – making the few extra bucks they would have to pay worth it for the different experiences. Put simply, adding a game room to your property is truly a win-win situation.”
Encouraging longer stays
Adding an arcade room can help drive customers into a venue, and also encourage them to spend longer on site once they are through the doors.
Liess explains: “If you operate a restaurant or bar with a game room, customers will likely come to your establishment “just to play some pinball for a while” or “shoot a few hoops on the basketball game with some friends.” Before long, however, they will have worked up an appetite and will decide to grab a few more things before they leave. If you had not had the game room on-site, you would have lost the gaming, food, and beverage income.”
For instance, San Francisco’s Outer Orbit offers both food and gaming, with spirits and Hawaiian-inspired dishes & desserts alongside nine Pinball machines. Plus, the venue hosts Pinball tournaments, teaches Pinball basics classes, and runs a ‘Free Play Wednesday’ every week, in order to bring in more guests and gain more regular customers.
Earlier this year, Betson Enterprises also shared insights into why arcade operators should consider refreshing their games rooms.
