#1278 – Amusement Projecting Change!

AI Constructed Brief

Coverage points to a sector in transition: sportstainment and competitive socializing venues are adding arcade and retro amusement to diversify revenues and refresh propositions. Topgolf, Swingers and others are testing hardware mixes, while multicades and revived Atari titles signal interest in IP. Projection mapping and spatial augmented reality are emerging as layers across pool, ping-pong, mini-golf, darts, bowling, floors and karting, with tracking and gamification driving repeat play. However, the Suzo-Happ shutdown exposes fragility in supplier infrastructure, raising concerns about parts, service and cascading disruption. Investors should watch adoption, IP compliance, and economics as operators balance innovation against execution risk.

Full Stinger Report

This latest coverage looks at the inclusion of more traditional amusement into the facility mix, and how some operators are branching out from the traditional FEC. Also charting the latest use of Projection Mapping in the sector, as well as how VR hardware is being updated in new amusement releases. All this and storm clouds on the horizon for amusement suppliers.

Adding Amusement

Topgolf’s new CEO recently carried out a 100-day, 100-site visit across the Topgolf sportstainment chain. A new incumbent to the role after leaving CEC Entertainment, to take on the chief position with the entertainment golf shooting range chain. This following the separation of Topgolf from previous owners Callaway Golf.  In subsequent interview reflecting on what was seen with local Dallas media, the CEO pointed to a need to diversify the entertainment offering and to have a fresh approach to their value proposition. Much of this thinking comes as Topgolf have reported site-on-site sales decreasing in the range of 8-percent, and a stalling of the operation, resulting in a major laying off of staff earlier in the year.

Looking to reinvigorate themselves, and we have reported on the addition of amusement to the Topgolf entertainment mix. The 2024 partnership with Bandai Namco Amusement Europe (BNAE) to experiment with a 20-amusement machine “Topgolf Arcade” concept fielded in the UK. This has been reintegrated with another 20 amusement pieces being deployed in the 67,000-sq.,ft., newly opened Parsippany, New Jersey chain. What the executive team labelled a “Venue Prototype” reflecting their investigation into offering new entertainment mix, including social entertainment elements. This was followed by news that Topgolf again in the UK has expanded their amusement offering. The ‘Topgolf Chigwell’ revealed a brand new arcade covering two floors and comprising 30 arcade machines. This space looking to offer secondary entertainment and a private hire space, a major increase on the original 2024 BNAE experiment.  Hopefully, reaction to this ongoing evaluation will see a greater level of amusement adoption, with some focus on what machines would parr well with their sportstainment mix.

Other chains have started to pivot towards including a handful of amusement, testing the waters. We have reported on Swingers competitive socializing mini-golf chain, and their inclusion of the ‘Carnival’ zone to their sites, installing a selection of skinned off the shelf redemption machines. Recent visits to other competitive socializing venues have seen a stealthy invasion of amusement hardware, the City of London Fairgame site including several prize amusement machines and a solitary pinball table. Some early social entertainment chain operators seem to be loathed to admitting to the secondary revenue opportunities that fielding amusement can offer, seeming to have to be dragged to the well.

While on the other side of the coin, we have seen social entertainment venues looking to understand how they can add amusement. Treading a fine line between authorized amusement placements. As reported previously in our coverage in the Entertainment Social Arena (ESA), operations All Star Lanes and The Lucky Goat, were the latest to operator multi-game retro arcade cabs in commercial settings. What have been dubbed “multicades”, upright cabinets invoking the style of the classic retro’s, but populated with a library of games to select from. Some are converted home multicade machines using MAME emulation, others commercially configured cabinets.

The Lucky Goat installation using ArcadeWow to supply their custom built wireless multigame arcade cabinets. Machines specially styled for the venue, while other commercial setting can rent these machines for deployment. An open emulator system used owned game ROM’s offering a simple route to videogame deployment. We also reported during our Park Avenue Openday visit of the partnership struck by Electrocoin with Retro Arcade Specialist, who along with an extensive line of pinball manufacturer partnerships was working with Polycade to deploy their multcade retro gaming system into the commercial scene. We have also reported on Home Leisure Direct, who have their home innovative cloud-based ‘ArcadeMAX’ multicade range that can be run as freeplay for commercial venues.

Over the years we have reported on the policing that Bandai Namco Amusement America (BNAA) has undertaken to keep retro home certified cabinets out of the amusement and hospitality sector. Ensuring their IP is not infringed. BNAA having created their ‘PAC-MAN Pixel Bash’ multicade cabinet to offer operators a commercial solution to playing their retro IP legally, populated with 31 titles. A platform represented by many distributors. The false perception of saving money by using non-amusement hardware, usually resulting in a much greater expense down the road, along with a level of embarrassment when discovered. Just these three UK operations show a new move towards a commercial multicade solution, as a growing number of options for venues looking beyond traditional amusement distribution to field simple multicade cabinets.

A drive towards re-living the heady upright amusement scene has been ignited by the likes of Alan-1, with their range of recharged interpretations of popular ATARI videogame classics. ‘Asteroids Recharged’ and ‘Avian Knights’ started the classic arcade gaming line, and the company has grown innovation with their other licensed titles ‘Cavens of Mars’ and ‘Missile Command Recharged’ launches. The classics’ reborn with the inclusion of the ‘MirrorFX’ 3D screen effect. Along with being supported by a dedicated tournament feature instilling repeat play and competition. Retro arcades, social entertainment sites and amusement venues can have a modern amusement piece drawing a new generation of players that builds on the classics.

The influence of retro arcade gaming was underlined with news reports that Universal Pictures had signed an exclusive agreement to create scripts and make films based on 10 of ATARI’s most iconic videogames. Retaining production house Entertainment 360, to turn classic games ‘Asteroids’, ‘Adventure’, ‘Berzerk’, ‘Breakout’, ‘Centipede’, ‘Crystal Castles’, ‘Millipede’, ‘Missile Command’, ‘Pong’ and ‘Yars’ Revenge’ into movies. These developments will launch classic arcade gaming IP into the zeitgeist once again. New amusement releases such as the Alan-1 range of ATARI titles such as ‘Missile Command Recharge’ will see increased interest.

The Stinger Report were able to speak to the team at Alan-1 for their reaction to the momentous Universal Pictures and ATARI deal.They confirmed this was a great opportunity for an even larger generational audience to become aware of the great game experiences from ATARI and to see these in a brand-new light. The Alan-1 partnership with ATARI has been built on a shared commitment to preserving and advancing some of the most iconic games in entertainment history. Universal’s announcement reinforces the enduring cultural impact of these legendary franchises, and they believe it will introduce a new generation of players to the excitement of ATARI through their ‘Recharged’ arcade experiences. These games may have been birthed in the emergence of arcades, but they are going on to have a new life and generate new revenue in social entertainment and beyond.

The return of some of the early pixilated ATARI games were also given a new lease of life in the active entertainment scene. We Pixel Games partnering with ATARI to release the ‘Official Atari Game Pack’. Classic games such as ‘PONG’, ‘Dominos’ and ‘Missile Command’ reimagined to be played on their illuminated interactive floor system. How many other amusement manufacturers will wake to the opportunity of offering traditional video amusement player values in a modern and reliable package has yet to be seen, though it would be an obvious market for the amusement trade to lead.

First Amusement Dominos Drop!

Concerning continued tribulation in the amusement distribution and service sector. For some time, the Stinger Report has been sitting on a few news stories that have been leaked to us by well-placed sources but have failed to materialize at the time. One such has been the claimed imminent demise of one of the leading parts supplying operations in the amusement sector. Following further developments, it looks that we can now report part of that story.

It was revealed during the end of July that Suzo-Happ Group an influential provider of amusement, sports betting, gaming components and accessories internationally had closed its operation. This information was not officially confirmed by the time of the end of July, but sources confirmed that the operation main phone lines had been disconnected. Investors pulling out of the amusement and gaming business. This follows rumors surrounding the operation over the last few years regarding a failed to sell the group, declining sales and their non-appearance at trade conventions. The corporation was a vital artery for the amusement trade, supplying over 43,000 products across their global business lines.

The operation had been created by close friend of the Stinger Report’s Frank Happ in 1986 as Happ Controls. The current operation would then be formed in 2004, with the merger of Suzo International founded in 1955, with Happ Controls. Following which the groups would then be acquired by private equity investment firm ACON Investment, in 2012 – for an undisclosed amount including debts. Since that point several major executive departures and operation restructuring have taken place. With suggestions of financial difficulties resulting from the original acquisition. Papering over the cracks, six months ago, Suzo-Happ rebranded its logo with the tagline “we are back to red”!

The alarm was raised at the end of June when customers attempted to gain information on the status of orders, and of the operation, proved fruitless as the lines of communication were cut with the outside world, and those associated with the operation seemed unwilling to reply to messages. Questions regarding selling off of stock, mass layoffs or possible acquisition, went on deaf ears. Starting discussions across social media trade forums. The loss of such a vital source of manufacture, spares and supplies will prove a blow to the current shaky condition of the support infrastructure in the amusement and gaming trade. We hope by the time of IAAPA EMEA that the fog surrounding this situation at Suzo-Happ will have officially cleared. But many observers are charting the final demise of such a once powerful amusement supplier will have greater ramifications for the international amusement scene. That could be charting the beginning of a cascade.

Projecting on the Future

The explosion in XR development usually fixates on the technologies of virtual, mixed and augmented reality, all from a headset perspective. But there is also the whole frictionless application known as Spatial Augmented Reality (SAR) technology that uses either displays and LED screens or projection. Projection Mapping (PM) has become a popular medium for the representation of digital imagery into the real-world, negating the need for pass-through or see-through headsets.

We have touched on the use of SAR in Immersive Enclosure systems, that are proving popular alternatives to the VR approach – projection enclosures from companies such as Inowize, Immersive Gamebox, Kylii and Valo Motion. But we have also now started to see SAR technology deployed heavily into the social entertainment market, building off its frictionless attributes and the ability to offer a compelling experience for groups of users.

We recently reported in the sister publication Entertainment Social Arena (ESA) on the launch of the new competitive socializing venue concept from the originators of ‘Topgolf’ and ‘Puttshack’. The new London flagship ‘Poolhouse’ offers 20 American style pool tables housed within a highly themed bar environment in the center of the city. The unique element of this venue is the use of projection mapping technology to create a digital overlay onto the tables, while computer vision technology tracks the movement of the balls on the table, and interacts with the digital element. Using the venues ‘BillyQ’ software technology, supported by AI game elements, the operation hopes that this experience will draw a new audience of social gamers.

‘Poolhouse’ is not the first SAR enabled pool table system to be fielded in the market. We reported on during AAA’19 the appearance of Chinese developed projection mapped pool and billiard tables. And manufacturer and developer Touch Magix released their ‘Magixpool’ platform in 2024. The system offers a selection of 10 mini-games, linked to tracking the balls on the table. All supported by a QR code selection platform. The ability to update an existing table to a SAR enabled system hoping to create additional revenue retention. The company also has other interest in the projection entertainment scene.

This however is not the first SAR based entertainment platform aimed at the competitive socializing scene. A few years back we saw the venue BOUNCE – a social entertainment ping-pong chain implement their ‘PingPong-X’. Once again projection mapped imagery was displayed across a ping-pong table, with the ball tracked in real time and interacting with the digital game elements projected, launched in 2024. Though an innovative process, like all SAR based entertainment experiences, a lot depends on the compelling nature of the added digital elements to drive the experience. Gamified ping pong was in the news again recently, this time using a LED display built into the table, with the ‘Bit.Pong’ platform. Micro-LED display tech vying with existing projection mapping in some areas.

Mini golf has also been co-opted into the SAR revolution. We have seen Social Rivals release their ‘Interactive Mini-Golf’ – an immersive mini-golf lane experience, using extensive projection mapping and ball tracking to create a unique social game platform, supported by touchscreen control. The system has been rolled out since its launch in 2025, with venues such as ‘Lane7’ and ‘Putt Above’ including these digital lanes. The concept was also rebranded by Gravity Active Entertainment, to create their new ‘Putt Pods’ lane attraction for their ‘Gravity MAX’ estate. Away from the mini golf approach, the putting experience has seen a projection mapped application.

Developed by PuttView, the system offers a SAR system that projects targets on the green for the player to hit with their ball which is tracked. A system that has crossed over from the professional golf training sector as a putting green simulator. The system can scan the green to calculate ball trajectory and projecting visual representation helping players. With the new ‘Foresight Sports’ the combined platform offers a system able to be installed at indoor golf facilities as well as applied in sports lounges and entertainment venues – supported by their ‘PuttView X’ smart phone app.

Projection mapping of traditional game formats has been attempted in the amusement scene, with manufacturer TRIOTECH releasing their ‘UFO Stomper’ in 2018, offering an active entertainment enclosure using SAR projection on the floor for young players to interact with. This builds on a popular application of SAR technology in education and physical fitness with projection mapped wall and floor-based systems, in many cases using balls as well as tracking players movements. Companies such as Valo Motion, X-Wall and NeoXperience have released systems based on this principle.

The Eatertainment chain Chuck E. Cheese install across their updated chain of venues a new live, interactive dance floor, using projection (‘Live Stage’). First developed in 2015, the company has fielded several iterations, towards the final SAR projection system rolled out in 2025 across some 400+ stores. Recently the company signed a licensing agreement with toy manufacturer Asmodee to bring the ‘Spot It!’ card game to the live stage platform. The phygital nature of SAR application making a fantastic entertainment system but also offering great digital signage for advertising and promotion.

Other traditional games enhanced by SAR have been seen from LASERTRON, who have released full social entertainment enclosures for their projection mapped ‘Krazy Axes’, ‘Krazy Darts’ and their latest ‘Krazy Arrowz’ game experiences. Full laser projection of digital targets and scoreboard display with the axe, arrows or darts tracked, interacting with the game. Recently upgrading the hardware, firmware, and software on ‘Krazy Darts’ and ‘Krazy Arrowz’ to enable the use of soft juggling balls, foam footballs, dodgeballs, and standard Nerf Blasters, all in the same game. Kids as young as 3 years old can now play with the entire family. Mini-games applying LASERTRON’s proprietary software offering a seamless package to operate.

Projection mapped darts have also been developed and released by 501 FUN with their ‘Augmented Reality Darts’ enclosure. The automating of scoring, and the creation of compelling mini games for the group of players to enjoy, no matter their skill level, making SAR gamification an evergreen application and a new entertainment model. We have also seen developer Battle UP launch their ‘AR Darts’ projection-based game system. The projected playing field offers a distinctive presentation, and a dedicated game bay approach. The company also offers a bow and arrows version of the platform. The gamification of the darts experience with individual mini games offering a better player retention compared to the traditional game.

Even the bowling scene has seen the deployment of SAR technology onto their lanes. Most notably with the release of the ‘Sparks’ technology line for bowling. Developed in partnership between Brunswick Bowling, and Touch Magix – the system offering an industry first. With their immersive interactive projection on the physical lane that the player’s ball interacts with and is linked to a unique scoring element. The popularity of boutique bowling environments looking towards a new play model for their lanes, and digital theming.

We also need to be mindful of the deployment into other attractions, such as the use of projection mapped e-karting experiences from the likes of Little Lion Entertainment, TrioTech and Battle Kart. Speaking of Little Lion and we have received news of the opening date for their ‘Arcade Arena London’ venue, now scheduled for a September 5th, 2026, launch. The site will house three of their project-based attractions ‘PAC-MAN Live Experience’, ‘Chaos Karts’ and the world premiere of ‘Alien Invasion’, (expect a full review of the site in coming Entertainment Social Arena coverage).

We reported in our AAA’26 coverage the ascendance of projection mapped karting and bumper-car systems being in the ascendance. Platforms such as the new HoloKart projection-based interactive karting system. With a strong possibility that we will see more active entertainment (ball-pits, sand boxes and slides) incorporating a SAR element. Tracking players and objects and interacting with the projected games experience opening all kinds of possibilities.

The technology of SAR is only going to grow in application. We have seen the launch of new smaller and brighter nano-projection platforms building off the latest laser-light projection systems. Their reduction in price and versatility will mean that further gamified SAR entertainment will be released, and we expect to see at IAAPA’26 a new selection of entrants into this market.