Entertainment Social Arena #24 – Immersive Digital Fun Arena

AI Constructed Brief

Significant trends in social entertainment should be noted, including the integration of amusement into Sportstainment brands like Topgolf, which is expanding arcade offerings across North America to boost dwell time and secondary revenue streams. New concepts such as Liverpool’s ‘Game Show Olympics’ and Junkyard Social Club exemplify the shift toward multi-activity, nostalgic, and immersive experiences targeting broad audiences and corporate clients. Meanwhile, the closure of Gravity Arcade’s mall-based venue highlights market challenges. The rise of projection-mapped environments like Arcade Arena London and ambitious multi-attraction projects like ACG Arena signal a move toward hyper-immersive, tech-driven entertainment destinations aimed at high-value, repeat visitation.

Full ESA Report

The latest developments in the social entertainment arena covered in detail looking at the application of amusement into one of the largest Sportstainment brands. While we see the scene heating up as new brands restructure their offering for the changed landscape, and a shake up in the sector.

Amusement Takes a Swing

Following on from the Entertainment Social Arena (ESA) previous coverage on the importance that amusement has become towards secondary spend in the Competitive Socializing scene, and confirmation of our previous observations came once again from Topgolf management. It was announced that the “Sportstainment” chain of social golfing venues had expanded their partnership with Family Entertainment Group (FEG) towards opening arcades within several of their North American properties.

FEG is a well-known operator of amusement chains, as well as their well-established partnership with leading venues. Brings to the table consultative and facility master planning experience. This increased scope with Topgolf will see 94 of the operations American sites include an amusement space on property. This follows what is reported as a successful pilot program of the concept at seven Topgolf sites – as well as following the previous UK experiment with the “Topgolf Arcade” with partner Bandai Namco Amusement Europe, (reported previously in our ‘#21’ coverage).

Resulting from the pilot, the layout of the arcades will vary, but comprise in general, sports and arcade classics, such as ‘Golden Tee Golf’ from Incredible Technologies. Racing and driving games, such as ‘Fast N’ Furious’ from Raw Thrills. Immersive and themed experience such as ‘Jurassic Park Arcade’ DX from Raw Thrills, and finally redemption and what FEG call “family friendly” pieces represented by the likes of the ‘E-Claw’ by ELAUT. This will be supported by bar and lounge exclusive platforms such as the new ‘Topgolf Medallion Vending’, and ‘Perfect Pour’, from DSM.

The plan is to develop these “Topgolf Arcades” as a secondary revenue stream towards augmenting same site sales and build a stronger dwell time model. In reporting the agreement, FEG confirmed that the amusement pieces for the social entertainment venue deployment will be selected based on two data sources. The first being their performance in operated locations. And secondary, based on gathered insight from Topgolf guests. No word on how this guest insight will be collected at this time.

This development will spark a spate of other similar social entertainment venues look towards an amusement space addition to their business model. Many facing the reality of the crowded competitive socializing sector that a need for secondary entertainment is needed to retain guests with a broader mix of attractions. A seemingly simple off the shelf product solution to be dropped into their sites. Though there are many dangers and pitfalls towards deploying the wrong amusement mix into an existing entertainment space, and we will watch closely how well the new “Topgolf Arcade” chains operate towards addressing the same-store sales decline.

New Concept Rollouts

Speaking of “Sportstainment”, and a new marriage of concepts has been revealed under the Superlekka brand. The concept is a £2m investment into what has been described as a “Game Show Olympics”. Taking a space in Liverpool’s Baltic Triangle, the venue is a fusion of a active entertainment arena and a gameshow. With players wearing RFID wristbands, taking part in retro sports games dotted around the arena.

The concept has been developed by the ex-Creative Director of Golf Fang, working with partners including the co-founders of Liverpool’s PINS Social Club. The experience building off a mix of nostalgic, high-stakes excitement in a classic gameshow format, like UK television shows of the 1980’s. The flagship venue opened in October is bringing 30 jobs to the area and has been in development for the last 12-months, which included extensive prototyping.

Players tapping the wristband to take part in a selection of recreated sports activities, supported by a game host and competing as teams towards victory. The venue comprises a central bar that will be open to players and walking traffic. The space will be able to also be configured for private events and corporate hire, including space for DJ and live performances. This is an ambitious new entry into the crowded Competitive Entertainment scene, building on a team active entertainment approach seen from other concepts in the market.

Also moving into the crowded Liverpool scene is a new concept from the developers of Junkyard Golf Club. The new experimental concept called Junkyard Social Club features a new expansion of the competitive socializing approach. Along with themed crazy golf, the space will comprise a live stage, UV karaoke rooms, along with pool, darts and a selection of retro and modern amusement pieces. This is a big departure from the more formulaic Junkyard Golf concept and offers a multi-activity social entertainment space. This new site at Liverpool One, is the redevelopment of the existing site in the area, having opened their original crazy golf space in 2019.

Junkyard Golf currently run seven locations in the UK of their social crazy golfing entertainment, but this new concept puts them directly in competition with the likes of Boom Battle Bar, Roxy Ball Room, LevelX and ML7. The move towards multi-activity social entertainment is a means to address softening dwell time and offer a broader repeat visitation appeal. More single entertainment sites are looking at creating a new format addition, such as reported taking shape within Five Iron Golf. It needs to be pointed out that the new ‘Junkyard Social Club’ should not be confused with the same named Colorado intergenerational community museum and adventure playground operation.

The Liverpool scene is shaping up to become the second largest competitive socializing arena in the sector, with Gravity MAX, PINS Social Club, Flight Club, Boom Battle Bar, CROSSBAR, Roxy Ball Room, and others growing new concepts in this area.

Shakeup Continues in Social

Following on from our previous coverage of the developments in the mall-based approach to social entertainment, and a major test project has been ignominiously closed. ‘Gravity Arcade’ had been opened at the Bluewater mall venue in Kent, UK. The site was selected for the experimental Gravity Active Entertainment standalone amusement space, throwing its doors open in December 2024. This was a two-floor facility comprising a selection of 50 modern video amusement, alongside claw and redemption machines, operating by a “G-Card” cashless payment system.

Developed in partnership with SEGA Amusement International (SAI) owned Funbox operation, the 7,000-sq.,ft facility had been placed in a recently abandoned SDMN clothing store. Representatives stated to local media that it had always been intended as a “temporary popup location”, though it was clear that this site had been hoped to be a test location for a wider deployment. The haste of the closure was reflected on the pieces of printed paper stuck to the site’s windows explaining what players with credits and “G-Tickets” on their card should do. Stating they have till December to redeem them, by transferring credits to a ‘Gravity MAX’ card at the Westfield site, and the GamerGreen app to tickets.

While the experiential venue has been closed, the ‘Gravity Active’ location at the Bluewater mall, stone’s throw from the site, is still operational. Sources stated that though was not intended as a permanent facility and that Funbox and the Gravity Active Entertainment group were evaluating response to this development towards rolling out this concept in other mall locations. Feeling that it had the ability to grow. The exact reason for the closure was not officially revealed, though it has been suggested that revenue generation had failed to meet any of the original projections. Since opening the ‘Gravity MAX’ concept, the Gravity Active Entertainment operation has experimented with the ‘Gravity Arcade’ and ‘Gravity Social’ chain concepts. How the latter is faring in the current market conditions has yet to be revealed.

Immersing the London Audience – Part 6.

Continuing the number of major openings of new venues within the London area, and we were invited to the VIP launch of ‘Arcade Arena London’, in the Vauxhall area. The previous London Fire Brigade maintenance warehouse offers over 15,000-sq.,ft., for the flagship immersive entertainment environment. This represents the third instalment of the Spatial Augmented Reality (SAR), projection mapped interactive environment developed by Little Lion Entertainment.

With the London installation for the first time all three of the Little Lion Entertainment arenas are available at one venue. Representing the flagship site for the chain. We have been following the ‘Arcade Arena’ development since we attended the prototype test of their karting experience at a temporary venue close to Brick Lane back in 2021 organized by the original developers of the concept, The Ents Inc., that would later be acquired by Little Lion. Named ‘Chaos Kart’ this digitally projected world to race within is achieved with multiple ceiling mounted projectors, to create the SAR environment. Up to four racers jumping into special electric karts. A compelling experience based on the projection environment that has already been installed at their Manchester and Dubai locations.

Next to this at the ‘Arcade Arena London’ location is another environment that was first launched at the Manchester venue. ‘PAC MAN Live Experience’ developed in partnership with Bandai Namco Entertainment to create a digitally projected recreation of the classic PAC MAN arcade game. Players wearing special tracking vests with their names illuminated for identification traverse a projection mapped maze, collecting pills and avoiding digital ghosts. Several levels to play, with a unique mini-game element. All this supported by game masters cheering on the teams and building the competition.

The final game of the trio at the venue is ‘Alien Invasion’ – the closest thing to digitally enthused laser tag. Players again wearing tracked vests take place in several rounds of blasting first their fellow players, then digital opponents projected on the walls, and finally a boss level with the players working as a team to blast real drones shooting back at them. The first time that this concept has been seen, and innovative use of the available space, including obstructions. Each of these three gaming arenas comprising a multitude of Panasonic projectors mounted from the ceiling creating the phygital environment.

The popularity of projection mapped environments has gathered pace – the ‘Chaos Kart’ platform is one of several systems being fielded on the market. Such as BattleKart, which recently saw an installation a stone’s throw at Westfield Stratford, in London. This SAR environment has also been seen championed by Immersive Gamebox with their installations across the capital such as at Gravity MAX in Wandsworth. Though the ‘Arcade Arena London’ has unique elements along with offering three different experiences, they also include an extensive cocktail bar area and their own arcade machine setup, supplied as you would expect by Bandai Namco Amusement Europe.

During the VIP media launch event the new venue installation was still finding its feet, with the inevitable teething problems found with the deployment of this new technology in a non-purpose-built location. Clearly ‘PAC MAN Live Experience’ did not have the fidelity of tracking as one would hope, with players having to slow down for their pill munching to be tracked, rather than run round the maze. But it was clear that many lessons had been learned from the previous installation of these games at their Manchester and Dubai installations.

Other areas where further work will need to be applied is in the pre and post guest experience. Obviously for the media event the score and guest recording aspect were not operational to get as many influencers through the attractions as possible. We would like to personally thank the team for their efforts in making this happen. The need to promote scoring and winners will be a key aspect in promoting FOMO and repeat visitation. Linked to a need for strong capture of game elements for guests to share through their social media.

This application of ‘Arcade Arena’ touches on the “In Venue Experience” touched upon in a recent Stinger Report coverage. Though the developers of the experiences seem to have missed a trick of having direct audience engagement.

Thematization / Design – 8/10
Entertainment / Socializing – 9/10
Quality of Hospitality – 9/10
Value for Money – 7/10
Overall Appeal – 9/10

Fundamentally, the success of ‘Arcade Arena London’ will be down to Price, Promotion and Playability. At £30 per-player, this will be at the highest range of social entertainment in the capital. The experience and duration warrant a higher outlay, though the lack of any visible take-away may be an issue that needs to be addressed. In offering a perfect large team experience, ‘Arcade Arena’ looks to be well placed for the corporate and private hire mainstay of Competitive Socializing. The big question is can this new SAR experience draw the crowds?

Speaking of dedicated arenas for immersive entertainment and an ambitious new concept entered the American scene. Called ACG Arena – the facility concept is proposed to comprise 10-arenas including some 15 attractions ranging from escape room, eSports competition, VR arena, active and kids zone, a competitive go-karting track, laser tag arena, Airsoft range, retro arcade space, and live events. All supported by full-service food court and treetop tavern. The developers already labelling this crowded concept as “the future of destination entertainment”. Given an early 2028 opening date in McKinney, Texas, and is actively looking for investors.

The concept for ACG Arena was originally proposed to be placed in a former Macy department store in the Simi Valley of California. But it would seem that the team behind the concept have now moved the venue to a Texas location, still looking to comprising some 170,000-sq.,ft., of useable space. Hoping to attract some 500,000 guests annually. The project looking at raising an initial investment of some $30m, though at this time no official statement on the projects investors has been made. This is an example of the move by the immersive entertainment sector for multi-activity deployments. An ambition startup, that we will be following closely.