#1242 – Shaping the New Audience – Part 2

AI Constructed Brief

Our comprehensive review of IBE’25 highlights a pivotal shift in the XR landscape within the out-of-home entertainment sector, especially in bowling-centric venues. While VR’s prominence has waned, reflected by fewer showcases and diminished enthusiasm, mixed reality (MR) and gamified active attractions are gaining traction. Exhibitors like RaceParx and Gel Blaster Nexus demonstrate a focus on compact, immersive, and interactive experiences that appeal to diverse audiences and boost revenue streams amid economic pressures. The show also revealed emerging interest from KONAMI, signaling a possible re-entry into the Western market with direct sales of their popular BEMANI rhythm games, potentially via revenue-sharing models, marking a strategic shift from past distributor reliance. Meanwhile, IAAPA Asia’s event underscored a growing emphasis on media-driven and immersive attractions, including VR motion rides and projection-based systems, albeit with a cautious approach to VR innovation. Overall, the industry is pivoting toward more sustainable, gamified, and MR-driven experiences, reflecting evolving consumer preferences and technological maturation.

Full Stinger Report

The concluding coverage follows on from our reporting directly from the International Bowl Expo (IBE’2025) convention; winding up our review looking at the developments in the XR landscape reflected on the show floor, and the new amusement investment that is being made.

Immersive Hardware Regrouping

Every facet of the international out-of-home entertainment sector has been touched by XR innovation, and bowling is no exception. Chiefly from the aspirations and hype of the VR zeitgeist, but also now with the more measured MR approach towards entertainment attractions for deployment in both bowling center and mixed-use entertainment venues. IBE’25 was an interesting barometer towards what is happening across the sectors. 

While Raw Thrills promoted their successful ‘Godzilla Kaiji Wars VR’ amusement piece (present at the show), along with SAI who also promoted their recent VR amusement release, (not present), along with traditional amusement library. While the only wholly VR presence on the convention show floor was from exhibitor Rilix USA, bringing examples of their ‘Rilix Coaster VR’ platform – returning to the trade event after showing last year. These representations were in stark comparison to previous years, where VR littered the isles. 

It is clear the lustre has seriously dimmed considerably towards VR, while the MR market hopes to reignite interest in head-mounted immersion. This was illustrated by exhibitor RaceParx – the mini-go karting business leader, with their range of e-Kart systems, such as their ‘XLR8’ unit, offering a karting experience that can sit within a compact 2,000-sq.,ft., footprint, offering an additional attraction opportunity to bowling centers and the like. The company has also been promoting their foray into the creation of an immersive karting experience under the ‘MR Go-Kart’ concept. Racer wearing MR headsets, seeing virtual elements superimposed onto the physical raceway.

Another exhibitor offering a strong Gamification component – Gel Blaster Nexus is redefining laser tag with its “phygital” gameplay platform, blending real “Gel Blaster” action with advanced digital engagement. This high-impact attraction offers a fresh take on a familiar favorite, combining physical projectiles, real-time scoring, and app-based gamification to create a next-gen experience that resonates with today’s guests. Nexus provides a scalable solution for bowling centers and FECs, whether you’re upgrading an outdated arena or launching a brand-new attraction that appeals to a wider, more diverse audience. With its dual-mode flexibility and strong replay value, Nexus is fast becoming a must-have for venues looking to stay ahead in the active entertainment space.

Other active entertainment represented at the IBE’25 show included Pixel Games, with an example of their highly popular interactive gaming floor. The company is celebrating the important milestone of their 50th installation in the US. Other active entertainment was offered from exhibitor CSE Entertainment with their ‘iWall’ and ‘cycloBEAT’ offering physical fun as a companion to the bowling experience.  

In Conclusion – Attendance at the show was described by numerous observers as “Light” heading to “Scares” over the two day-show – obviously the proximity to the 4th of July celebrations, and the uncommon location – all played their part. The current economic conditions also applied indirect pressure on hard pressed expenditure. This was also reflected on the holding back of showing larger units by some amusement exhibitors, attempting to avoid increased shipping charges. Those that attended spoke of a positive atmosphere for business, with those that made the trek were there to buy.

IBE’25 marked a pivotal point in the evolution of the “Bowling Center” business. A more traditional approach to placing amusement pieces, and the general representation of the entertainment experience on offer separating the profitable explosion in the latest social entertainment spaces. Alongside the declining revenue in traditional (older) bowling amusement. It was impossible for the “Gate Keepers” of the traditional amusement scene to ignore the impact that social entertainment as well as the explosion in boutique bowling was having on revenue. 

Next year’s event will see the International Bowling Expo return to more familiar territory, being held in Nashville, Tennessee a few weeks earlier in the year (the exact June dates have yet to be circulated). The last time the show was in the territory was in 2017, and the organizers are hoping this selection will offer the same popular draw. IBE’25 taking place only a matter of weeks from the AAMA Gala, being held at its new August fixture, and location in Dallas – this association gathering is expected to prove a pivotal event. 

Return To West for KONAMI

The International Bowling Expo had a massive amusement presence, and away from the convention there were developments in the amusement trade starting to make headway. Revealed by Arcade Heroes that social media has been awash with information about a brand new Videmption game based on the KONAMI BEMANI franchise. Seen on Loc-Test at Round1USA venues in selected cities, the new ‘Dance Dance Revolution Stomp Arrows’. A brand new concept based on the BEMANI platform but given a unique environmental cabinet treatment. Round1’s Japanese owners have had a long-established relationship with KONAMI, and this has allowed the Round1USA operation to be the main recipient of BEMANI platforms into the North American market. This, separate to the relationship that UK distributor Electrocoin had with KONAMI to release a limited number of their ‘Dance Dance Revolution’ latest series into their territory. 

This Round1USA Loc-Test came as news was revealed of a major development from the Japanese amusement developer into the Western market. KONAMI was revealed to have started discussions with independent amusement venue operators towards selling their BEMANI rhythm music game series directly, initially bypassing any distributor. This is a total reversal on the previous decade policy of excluding the North American market to these popular music games. KONAMI’s music games are proven stalwart revenue makers in their home territory and are loved by players in the West. But the Japanese manufacturer shied away from selling international versions based on concerns regarding music licensing, need to support their subscription / online connected service platform (e-AMSUEMENT), and the issues of dealing with US distributors. 

Round1USA venues have been the main recipient of BEMANI content, due to their unique direct export of Japanese KONAMI machines through their special relationship between the corporations. The latest music games, in international colors, directly imported for select R1USA deployment. This even extended to R1USA venues operating machines on their own e-AMUSEMENT, online service, ported for Western store operation at selected US sites. It is reported that KONAMI JP has a notable business relationship with Round1 JP that has extended to supporting both these imports, acting as if they are an exclusive hardware provider for the R1USA operation. However, Dave & Buster’s has also operated a selection of e-AMUSEMENT connected KONAMI machines, though this on a much smaller scale than that achieved by R1USA.

Betson Enterprise was the last US distributor to have established a partnership with KONAMI, after the closing of the KONAMI of America amusement division in 2003, acquiring the stock from the closure and tentative rights to represent the brand if they considered returning to US releases. As stated, KONAMI now seems to favour a new direct approach to the Western market. No word on the actual division the representatives come from in the development of the new ‘Dance Dance Revolution Stomp Arrows’ videmption piece. Or the other Loc-Test amusement piece we reported on, ‘Contra Burst’ – a two-player mounted shooter in a unique twin monitor cab. 

This sudden spurt of testing of new Western releases from the Japanese powerhouse coming at the same time of the restructuring of Konami Amusement, into Konami Arcade Games, in Japan – and several high-level executive appointments. While at the same time the reporting from well-placed sources of independent operators being approached to buy direct BEMANI machines was a major reversal in attitude to the West. Sources even suggested that Revenue Sharing deals were proposed. These KONAMI systems were reported to be very expensive, in part due to being direct imports. With even some sources suggesting that distributors, along with operators had been approached to see if they were interested in representing these systems. 

The stealth nature of KONAMI feeling out the Western market comes as a major surprise compared to previous management attitudes to working with the US amusement trade. At the time of the 2003 warehouse closure and layoffs, there had been some indications of resentment on how they had been treated by the trade – indicated in the unsold stock and incurred debts. With these new developments, the corporation has been keeping these developments of a return to Western shores very close to their chest. Asking those approached to hold off promoting the deal. Another aspect that requires careful handling is the possibility that most of the KONAMI machines that will now be released in the US and Western market will be tied to a e-AMUSEMENT revenue sharing plan, a move that could prove “challenging” for many operators to accept. We hope to report more on this in coming weeks once the actual US position is defined by the Japanese corporation.

The number of IAAPA trade gatherings has been commented upon by many international observers, and along with the trade summits and roadshows the dedicated expo calendar saw the holding of the first of the influential international conventions before Europe and America. 

Chinese Attraction Surprise

The holding of The International Association of Amusement Parks and Attractions (IAAPA) Expo Asia (IEA’25) took place in Shanghai, China. Attracting 340 exhibiting companies across the 8,500-sq.,m., of the Shanghai New International Expo Center (SNIEC). Reports initially have seen the trade association hoping to attract some 8,000 expected attendees from the region and beyond. Though it was clear that while a strong attendance this number was not met, the overall attendance was much stronger than last years’ showing.

This year’s Asian event had the theme of “Find Possible” and supported 20 educational sessions alongside the main trade convention. Taking a snapshot of the exhibiting companies, and stalwart exhibitors and representatives from the Western ride scene included ATTRAKTION!, along with TRIOTECH. A strong showing from the Experience UK team along with the UK Government, supported by their membership exhibitors such as Katapult, LDP, Aardman and others.  

IEA’25 sponsor, and ride and media attraction specialist Brogent Technologies came to IAAPA Asia 2025 with an impressive showing of their immersive technology – running a three-seater robotic arm ride attraction using VR. Riders wearing PICO headsets while experiencing the energetic motion system. The company’s main booth included models of coming installations, and presentations of future developments from the company, including their ‘o-Ride X’ Flying Theater platform. 

Media-based attractions play a considerable part of the IAAPA attraction show roster, with new ride film and large format attraction content launched during the event. Red Raion, unveiled their latest ride film movie license. Called ‘Beauty and the Beast – Once Upon a Mess’, this new media will be available across the key platform formats ranging from 5D, VR, dome, and flying theater. 

During the IEA buildup, thejuice revealed ‘Native‘, a fully immersive 360° digital walkthrough experience featuring BBC and ITV footage. ‘Native‘ is available for licensing as a scalable attraction, as well as to zoos worldwide. Other zoological applications of media-attractions were revealed from IMMOTION VR, who announced the premiere of its VR experience, ‘Dinosaur: Evolution’, focusing on the museum, zoo and aquarium space. Their experiences are now featured in over 125 locations worldwide. 

An IEA’25 exhibitor with a highly active VR motion attraction on the show floor at IEA’25 was DOF Robotics – IEA’25 sponsor had the crowd pleasing ‘Hurricane’ four rider 360’ VR attraction taking attendees for a spin also employing PICO headsets. Along with their ride attraction business, the company showcased their amusement work with ‘Angry Birds Fury Road’ – the motion-racer based on the popular IP, running a network version at the show. Other VR was represented for the water park scene from Ballast VR, with their ‘VRSlide’ platform promoting the latest installation at Water World in South Korea.

Immersive tech was also seen on the Movie Power booth, showing their new ‘VR Paraglider’ – two rider paraglider simulators with motion platform. While the Yuto Games booth was scaled down from the releases seen and reported on at AAA’25 – they had brought over their new four player simultaneous gun-visor system in the shape of ‘Combat Heroes-Op’. This was also supported by the new two-screen DX racer ‘Crazy Drift’. Aside from these, and numerous other Chinese amusement manufacturers, the number of VR reflected a common trend across the international show scene of a lessening of VR innovation and new releases. Manufacturers are still investing in VR focusing on proven formulas, with amusement VR ride sims, VR free-roam arenas, and VR static rides. This did not mean that innovation was dead in XR in general, with several MR based developments presented – the majority of which we have already touched on in other coverage. 

NeoXperiences revealed a modular arena configuration based on its experience in interactive and immersive gaming. The ‘Neo-One’ technology offers a selection of turnkey arenas for all types of venues. Building on the “multi-room” attraction it showcased at its stand during IAAPA Europe 2024, which we reported on, the company offers modular arenas of various sizes and a ready-to-use immersive platform. One of its configurations is, for example, ‘Neo-One Duo’, a system consisting of a speaker that can accommodate six players, with projected walls and a touch screen, including a selection of thirty-five games. In total, NeoXperiences offers more than 25 different configurations with three different technologies: impact detection, motion capture and VR without a headset.

Our friends at Arcade Heroes have labelled this approach an “Immersive Reality Room” (IRR), (what the Stinger Report has also defined as “Immersive Enclosure” systems). Other examples can be seen from developers such as PlayMinds, with ball throwing, and player tracked systems, with active entertainment illuminated arenas such as PIXEL Games and FOG Technologies. Or projection-based systems like those from Immersive Gamebox, ValoMotion and INOWIZE. All sporting projection mapped environments, as we have reported on in a recent Virtual Arena feature. 

Speaking of INOWIZE, the company was represented at the IEA’25 show through their new partner in the territory, Cheer Amusement. An example of their highly popular ‘QBIX’ immersive enclosure system was putting attendees through their paces inside the projection enclosure. Along with amusement, and themed resort deployment of the immersive entertainment system, INOWIZE has also turned their attention to deployment in the cruise ship sector. 

In Conclusion – The IAAPA show organizers reported 5,651 qualified buyers walked the show floor, (that from 7,093 verified attendees) – this against last year’s Bangkok 3,187 qualified buyers. An obviously smaller show floor from previous years still offered a strong gathering for the Asian trade. Many of whom treat this show as their main IAAPA gathering as the Orlando expo is out of bounds under the current climate. The show organizers arranged for the opening reception of IAAPA Asia 2025 to take place at Shanghai Disneyland. Special visits were arranged to Legoland Park Shanghai, which had started the opening process in May. Delegates given a behind-the-scenes tour of the impressive indoor venue. It was revealed that IAAPA Expo Asia 2026 will take place in Hong Kong for the 9th to the 12th of June.