The Official Magazine of IAAPA
Create a Strong Layout
When laying out an arcade, operators need to be mindful that guests typically move in circles or loops. To keep that flow going, operators need to focus on “progressive engagement,” offering something new around every corner. Spacing is also critical, ensuring there is enough room on both sides of the aisle, while keeping in mind Americans with Disabilities Act spacing requirements.
Remove the Friction
It is important to make the guest experience as easy as possible to maximize spend. The importance of automated tellers for purchasing and recharging cards was emphasized, as it reduces congestion at the front counter and frees employees to focus on customer service. Placement of the tellers near high-energy attractions keeps guests in the gaming zone and captures players during peak emotional engagement, supporting a stay and play culture.
Leverage VR Games Wisely
Remember the advantages of VR (virtual reality) based games and attractions. While redemption games remain popular, they have lower operating margins than VR-based games and attractions due to their payouts. Offering a higher percentage of VR attractions results in more relay, higher margins, and greater efficiency. The group of panelists suggests allowing players to “top up” immediately after each game to permit continuous play. By keeping the energy and excitement flowing, panelists reported a 10-15% increase in spend potential per VR attraction player.
