Franchise operations Soon Novis decided to franchise the concept. “I wanted others to get into a business that they are excited and passionate about,” he says. “I believe we have a really solid system and I tell my franchisees that it depends on the choices you make as an owner. Our top operators are those who are passionate and understand the value of serving people.” By 2010, GameTruck grew by more than
800 percent and expanded to most of the top markets across the United States. Last year, it ranked No. 218 on Entrepreneur Magazine’s Franchise 500 list, and was No. 7 on the Top New Franchise list. There are currently 85 GameTruck rigs on the road and plans to get
above 100 are in the works. New franchisees can get started in just under three months.
change and suddenly there were high- power, ultra-quiet generators, the price on LED flat screen TVs dropped, so I built a prototype in my garage, invited people over to play, and I knew I had to build this for real.” The idea was designed to be scalable and operable by virtually anyone with a passion for video games and working with children.
The logistics In 2006, Novis’s dream became a reality with the formation of GameTruck, a mobile video game/media room concept that rolls out to parties, fairs or anywhere that people want to play video games. At a GameTruck Party, a mobile trailer arrives on location
and players have access to various Wii, Playstation 3, and Xbox games. Also included is a Game Coach who facilitates game play and manages the participants during the party. Party costs, which run between $300-$500, vary by region. Inside each GameTruck is a long leather couch that runs the
length of the trailer and can accommodate around 16 children. Each participant has a game screen and accessories (such as guitars for Guitar Hero). The games are set to multi-player so all 16 guests can play together in the Game Truck at the same time.
The franchise fee is $12,500 and startup costs vary by location and type of equipment purchased. Novis estimates that the total initial investment runs between $125,000 to $200,000 and minimum liquid assets required is between $60,000 and $100,000. “This is a business, you’re not buying a toy,” Novis says. “We have a bunch of really awesome planning and management tools and proprietary technology to help run the business and things are growing every year.” New to the company is a
mobile laser-tag experience, that’s currently in ten markets and will
be rolled out nationwide in the next year. Plans are also in the work for more sophisticated gaming that people can play as partners. “Our need to play together is not going away,” Novis says.
“There’s something about our reputation and brand that people want. Our real business is delivering excitement and I believe over the next five years you will see us become the company to deliver an exciting event at your home, school, church or business. We want to help people experience an exciting memory that they get to share with their friends.” For more information, please visit
gametruckpartyfranchise.com.
Keith Loria is a seasoned writer who has written about business, entertainment and sports. When not writing, he enjoys spending time with his daughters Jordan and Cassidy. He can be reached at
freelancekeith@gmail.com.
SpecialtyRetail.com Fall 2013 n Specialty Retail Report 95
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