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Special Feature Special Feature www.parkwor w. wo ld-online.com


“ f you have enough square footage there are few limits tto what you can offer.What matters more is the size and demog aphics of your mar closesl


c osestt competitors a e o fe ing. In suburban ma n malls. These locations are rapidly becoming hout having to drt


demogrraphics of your market and what attractions your competitors arre offferring. In suburban marrkets the


ve to and park at


ou have enough square footage there are few limits o what you can offer. What matters more is the size and t and what attractions yo ur ts the


“If yI


decline ofdecline of rretaitail shopping has crl shopping has created a glut ofeated a glut of larlarge spaces iin malls. These locations are rapidly becoming


ge spaces


entertainment hubs where customers can enjoy a variety of soc al activities withou having to driive to and park at multiple locations. Imultiple locations. In urban areas FEC operators a expe menting with smaller footprints and twtweaking their offerings to suit the many young people who are moving to cities for work.”


entertainment hubs where customers can enjoy a variety of social activities witi


n urban areas FEC operators arre


xperriimenting with smaller footprints and tweaking their offerings to suit the many young people who are moving to cities for wor


For Scott, operators and attractions designers and e en pop cu ture like the t eMarhe Marvel Universe) are driving th e changes n what FECs offfer. “But ultimately he customers decide what will stay and what will go. There's been a lot of activity


pop culturl


or Scott, operators and attractions designers and eve n e (lik(


hanges in what FECs ofi


el Universe) are driving the er. “But ultimately tthe customer


Media based attractions specialist Simworx has also developed a wide selection of attractions tailored specifically towards the FEC and smaller operator market. These includet. The both scaled-down versions ofrsions of their popular larger attractions,attractions, as well as products createdreated specifically to fit a smaller footfall and price po


Media based attractions specialist Sim orx has also de eloped a wide selection of attractions tailored specifically to ards the FEC and operator mar


both scaled-down ve heir popular larger as well as products c


specifically to fit a smaller footfall and price point.int. Popular with theme par and FEC’s alike, thei effects cinemas s art 2 seats, making it an


opular with theme parks


and FEC’s alike, their 4D & 5Dr 4D & 5D effects cinemas start from jusfrom just 12 seats, making it an


xtremely accessible product ffor venues big and small, with guests still enjoying a fantastic experience.


extremely accessible product or venues big and small, wit guests still enjoying a fantastic xperience.


The Immersive Adventurer, pictured, is a 16-seat capsule tyle simulator that puts rider ight in the centre of the action. The interior is fitted with 13 4K ‘window’ monitors th at immerse iders in the themed movie while the highly dynamic 3DOF motion base mo es in sync to their adventure. In addition to their FEC


The Immersive Adventurer pictured, is a 16-seat capsule style simulator that puts riders right in the centre of the action. The interior is fitted with 13 4K ‘window’ monitors that immerse riders in the themed movie while the highly dynamic 3DOF motion base moves in sync to their adventure. In addition to their FEC


suited portfolio, the recently launched ParadropVR is a ver scalable solution available in single rider units. This jaw dropping and interactiv attraction simulates f ying a para-glider, with up and down motion that incorporates sudden drops to create a tic feeling of glidingi g


hrough the skies.


suited portfolio, the recently launched ParadropVR is a very scalable solution available in single rider units. This jaw- dropping and interactive attraction simulates flying a para-glider, with up and down motion that incorporates sudden drops to create a realealisistic feeling of glid n through the skies.


40


se include smaller


concept for many people and it remains to be seen if the publpublic will likic will like te them enough to keep playing. Competitive esporesports might havets might hav more more potentiale potential, because t, because the number of players and fans is already in the hundreds of millions, and as they mature, they want to combine their sport with social e eating and drinking outside the home.


he number of


players and fans is already in the hundreds of millions, and as they mature, they want to combine their sport with socia l actactivities likivities like eatin g and drinking outside the home. ”


An opportunity for park s? An opportunity for park


have the whole family participating together or individually wiwitth a huge variety of games which gives everybody a visualvisual, sound and vibr, sound and vibratation eion experxperience wiience witth a challenge that can rhat can rewarard players with a small gift,” says John Sterergides of Electgides of Electrrocoin.


d players with a small gift,” says John ocoin.


to get some increased APU (average r games, such asMario Kart GP Dx. or Halo: commercommercia an d sales directorector for Bfor BANDAIANDAI


eteam R


NAMCO Amusement Europe. “Redemption is always an e cellent


en –


NAMCO Amusement Europe. “Redemption is always an excellent addiaddition to antion to any locaty location whicion which atth attrracts lots of families witlots of families with smalh small cl chihildrldren – because a ‘going-away’ prize – no


acts


because a ‘going-aw y’ prize – no matmatter hoter how smalw small – afl – after play is a great way to keep children happy. Games such as Spinner F enzy or SpongeBob Soccer appeal to kids of all ages and tap into the themes and brands that the arare nature natura


ter play is a great


y to keep children happ . Games such as Spinner Frenzy or SpongeBob Soccer appeal to kids of all ages and tap into the themes and brands that they ally attrlly attrac ted to.


acted to. “FECs in parks and other non- “FECs in parks and other non-


looking atlooking at fflexible business models and supply solutions, in order to maximise revenues and benefitenues and benefit frfrom tom the latest equipment, without having to have their own machine operations team.”


ttrradiaditional locations artional locations are incre increasingly solutions, in order to maximise r


lexible business models and supply


he latest equipment, without having to have their wn machine operations team.


y Steve Short, has recently installed the sy em into the high- profofile BourneWil d Duck Holiday Park and Flamingo Land theme park locations. “Cashless allows park operators to proprromote their attractions to their customers in a morere effective way.When visitors load money onto the cards, it is possible to getto get tthem to spend more by offering them more plays, or ofoffer discounts or p romotions for times when the FEC is n ot a s


e Short, has recently installed the system into the high- prro ile Bourne Wild Duck Holiday Park and Flamingo Land heme park locations. “Cashless allo s park operators to omote their attractions to their customers in a more effectiv y.. When visitors load money onto the cards, it is possible hem to spend more by offering them more plays, or fer discounts or promotions for times when the FEC is not as


clusively by BANDAI NAMCO Management Solutions, arre pare partticularicularly efly effectfectivive in a pare in a park environment. The team, led by S


Cashless sy ems such as the Embed one, supplied exclusively by BANDA are


Cashless systems such as the Embed one, supplied DAINAMCOManagement Solutions, k environment. The team, led


easingly JL:


“FECs wi“FECs witthin parhin parks are an excellent opportunity to get some increased APU (average revenue per useruser) and can cater fr) and can cater from impulse spend on video games, such as Mario Kart GP Dx. or Halo: FiFirreteam Raven,” continues James Anderson, cial and sales dirl


s are an e cellent opportunity enue per


om impulse spend on video en,” continues James Anderson,


“WiWitth th the parhe parks,s, tthe FEC is majorhe FEC is major factor as tfactor as they can have the whole family participating together or individually h a huge variety of games which gives e erybody a h a challenge


hey can


decide what will s ay and what will go. There's been a lot of activity witty with vih virrtualtual rrealityty atteality attrractactions rions recentecentlyly,, but VR is a ney, but VR is a new concept for many people and it remains to be seen if the hem enough to keep playing. Competitiv


Park World asked Electrocoin managing director, John Stergides and Betson Enterprise’s senior director of


ParkWorld asked


Electrocoinmanaging director, John Stergides and Betson Enterprise’s senior director of


marketing James Liess to share their thoughts…


On the evolution of FEC’ s JS: Over the years consumer spending has


On the e olution of FEC’ JS:


increased and cheaper and increased transport links has made it easier to travel. People have now moved towards FEC’s as they provide a participation experience with a variety


ty of games


and facilities. It’s an experience which in many locations has replaced the travelling funfair . JL: Many retailers have closed locations over the last several years which has left large open spaces in shopping malls and other big box buildings. This has created an opportunity for businesses focused on entertainment experiences to create social destinations in these locations. By being able to bring in families and create more consistent foot traffic over the course of a year, they have leverage to secure favorable lease agreements. Creating diverse destinations that can include food and beverage, arcade games, go-karts, laser tag and other attractions helps draw in a wide demographic.When coupled with retail locations, these FECs can help to both increase dwell time and retail activityty .


JL:


On location and how rides and attractions JS: If locations are outside


On location and ho that mpacts on whichat imi pacts onwhich rides and attractions are includedare included JS:


of cities/towns and have


FEC’s can be treated like a accommodation facilities, parking and


short break/ k/ holiday so big


attractions and rides are important .


JL:When we work with a client


it’s important for us to understand the specific needs of the location and also the


local demographic. There is no one size fits all when it comes to game room implementation or attraction selection.When it comes to the game room specifically, which is our expertise, we rely on data from throughout the US and internationally that informs us on the best mix of video, redemption, and merchandiser titles for different types of locations. We look for games that are reliable, high performers, and also provide a fun game play experience.We develop a plan for each game room after we review the local demographics and other relevant data.


We APRIL 20 APRIL 201 9


marketing James Liess to share their thoughts…


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