November 2023
COMPETITIVE
PINBALL Creating Crowds and Driving Revenue
Welcome to IBI’s
New Ideas // Different Concepts // Fresh Revenue Streams
T
his month, “Amusement Alley” explores the power of competitive pinball. I promise you today’s pinball is not your father’s gaming experience. Today’s machines are another dimension from times gone by and can flood your arcade with excitement and new customers. How popular is competitive pinball play you ask? In case you’re not in the know, the subculture of these gamers is so passionate that they have an army of supporters who create and host monthly events at locations around the world! Check out our cover story this month to learn about what the power of pinball can do for your arcade. Another good read this month is our marketing column focusing on the hot trend of social competition. While not necessarily a new concept, it is a trend that has continued to grow in popularity with consumers of all ages and in all types of competition. Brainstorming with your staff might just result in a brand-new social competition to offer at your center. “Amusement Alley” is where new ideas, different concepts, and fresh streams of revenue are featured periodically throughout the year. New and exciting entertainment trends continue to shake up how we do business in the industry of FUN.
This Month’s Featured Content: 4AA THE CASHLESS COLUMN BY JASON MITCHELL
6AA MARKETING MONTHLY BY BRUCE DAVIS
8AA UNLEASHING THE PROFIT POWER OF PINBALL BY MIKE FERNANDEZ
A big shout-out to these innovative companies for their involvement in this month’s Amusement Alley. Progressive companies like these are critical to the future of the industry.
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Cashing In With Cashless
Score New Revenue
YEAR-ROUND with your own
GIFT CARDS
By Jason Mitchell
T
here is tremendous sales potential in offering gift cards to your customers. Gift cards are popular yearround but especially during the year-end gift-buying season. I know operators who have brought in significant revenue from gift cards in the 30 days leading up to the holidays. Sales can be especially good after Thanksgiving, between Black Friday and Cyber Monday. The top game card systems can integrate with leading POS systems like Brunswick Sync and QubicaAMF Conqueror. This means that the customer can use a game card beyond the arcade to pay for bowling, food and beverages, and other attractions like VR games and rides. The ability to use that game card throughout your center also makes it an ideal gift card. Using your own game card as a gift card can reduce the costs of offering gift cards as well. If you use a third-party gift card provider, you may pay set-up fees as well as transaction fees every time your customer uses it. If you use your existing game card instead, then you won’t pay those fees and will keep more of the card sales revenue. While many third-party cards can’t be reloaded, your game card can always be reloaded by the customer, encouraging more play and return visits to your center. You can offer cardholders bonuses and special deals as incentives to reload, which isn’t usually an option with other gift cards.
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It’s also simpler for the customer because a third-party gift card itself isn’t a play card. If the customer wants to play games, they will have to use it to buy a game card from you, giving them two cards to manage. Some third-party gift cards may be subject to additional costs such as activation fees, transaction fees, or inactivity fees. These fees reduce the card’s available balance, which can irritate the customer and generate complaints for you. Gift cards to your center have extra appeal for regular customers who have family and friends who bowl and will appreciate a gift they are going to use. You can market them directly to your targeted audience in your center or on your center’s website. This means you already have their attention and won’t have to compete with a rack full of competing gift cards. US gift card sales were estimated to be more than $160 billion in 2022. Why not give yourself the gift of a share of that huge market?
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Jason Mitchell is the Customer Success Manager at Intercard. He uses his extensive experience in operations and executive management at some of the largest companies in the amusement industry to help proprietors get the most out of their arcade operations. He is also a regular speaker at Bowl Expo, BPAA Boot Camps, IAAPA, and Amusement Expo. He welcomes your questions at jmitchell@intercardinc.com.
WE HELP YOU WIN. MAKE YOUR SPACE PROFITABLE, NO MATTER WHAT SIZE. FIND OUT HOW IN BOOTH 400 AT IAAPA.
WinWithP1AG.com
Marketing
GAMES PEOPLE PAY TO PLAY:
Taking Advantage of Technology and Creativity to Build New Customer Segments Marketing Monthly with Bruce Davis
I
t is a fact social competition is a hot motive for people to get out and about with friends and family. This trend is not necessarily new; our industry has offered friendly competition for decades. The standards have stood the test of time, from bowling to pool leagues, dart challenges, mini golf, and volleyball. Now, we are experiencing an acceleration of this trend due to entrepreneurs employing technology and creativity to create new social competition experiences.
Opportunities abound to create new customers in time slots that are traditionally challenging for FECs. There are products and experiences that you can “plug in and play,” such as pool leagues, pinball competitions, bowling leagues, escape rooms, dart leagues, axe throwing and ping pong competition, and trivia night contests. With some research, you can find associations or organizations to help you employ a new customer experience quickly. Why not build your own new social competition experience? Ponder what a good fit for your operation might be: maybe volleyball, kickball, dodge ball, whiffle ball, go-karting, mini golf, short-lane bowling, beer pong, horseshoes, ultimate frisbee, cornhole, etc. The list goes on and on! Dial in on a few options. The plan is to add new excitement and fun to your operation: either a new offering or an expanded version of something you already offer. The games and consumer interest in social competition exist. If your unique twists and presentations are on target, there is a good chance you can create some buzz among customers, get them talking, and bring others to MARKETING your special segment or offer.
22-29_Marketing_Marketing 10/25/21 10:16 PM Page 22
Americas Fastest Growing Sport/Game
America’s fastest-growing sport/game happens to have come about as a result of one family combining two existing games (ping pong and tennis), making up some new rules, and giving the product a name, Pickleball. Pickleball, originally a backyard family game named after the family dog, Pickles, is now attracting players in huge numbers coast to coast, with 8.9 million players this year alone. You don’t have to create a “Pickleball Phenomenon” to be successful, but who knows where your efforts might take you!
WHAT
TO DO:
1. Get a creative team together for multiple whiteboard meetings – ensure all areas of your business are represented, not just the creative team. 2. Explain the hot trend toward more social competition. 3. Identify the time slot in which you hope to develop a new business. 4. Describe the target customer for the experience you will develop—the more detail, the better your results. 5. Start by asking, “What if we combined one activity with another?” “What if we make new rules for a game we already have?” Reinforce to your team that all ideas are welcome. 6. Research if there is any technology or other outside help available. 7. Work hard to add elements that make your new offering unique. 8. Expose your product to your target audience, but remain flexible to changing or adding to the experience as you move along. 9. Always name your experience. This is very important. 10. Work on plans to add food and beverages to the new experience. 11. Once your new offer is up and running, see how it might grow into a team-building product, tournament, or special event.
Some of the industry’s best products, games, and Bruce Davis is President of Bowling Business MARK ETING BAS ICS W ITH B RUCE DAVIS Builders International (BBBI) whose flagship experiences have been built employing a similar approach. program Kids Free has registered over LESSONS TOBowl REMEMBER Build your own custom social competition experience 35 million children for participating centers. using technology and creativity. You might create the next Pickleball phenomenon while you are at it!
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ant to get the most out of your marketing outlays of money and efforts? The most effective way I know to gain optimum ROI
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Shorts
TIDBITS LODI, CA HAS A HOT NEW SPOT A cool spot has opened in Lodi, CA. LODI BOWLING LOUNGE & BAR is described as fun, exciting, and family-friendly. Located in a two-story building, there are 18 open lanes downstairs and 17 divided lanes upstairs between four private rooms. Hyperbowling is a choice and over 150 arcade games are offered along with billiards, a full bar, food, and a banquet room. After 7:30 p.m., a DJ booth brings a laser show to jazz up the action. Birthday parties aim to please the younger set.
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Cover Story
NOT Your Father’s PINBALL! By Mike Fernandez
Unleashing the Profit Power of Pinball
Not Your Father’s Pinball
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laying today’s machines is light years away from the pinball experience of yesteryear and has a cult-like following that could flood your arcade with excitement and new customers. A global network of competitive players, online leaderboards, player achievements, and an upcoming app are driving this movement, creating a stir in arcades and new revenue in centers. Plus, its small footprint can significantly impact your bottom line. At an industry education conference in 2023, the IBI team stumbled across a dynamic seminar about competitive social recreation and learned about the world of competitive pinball tournaments and the hordes of players and spectators who show up for these events. We were intrigued and turned to the experts in the business, Stern Pinball, to learn more. Technology advances have created a new player experience and revenue opportunities for arcades. “Stern Pinball has been able to innovate and create new ideas for pinball while keeping true to its core of being the physical, engaging experience Evan Kirby that pinball has always been. LED monitors and online capabilities have added so much depth to the gameplay,” said Evan Kirby, North American commercial sales director at Stern Pinball.
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Today, these state-of-the-art machines recognize players, connect to the internet, and track player scores and activities. Stern’s Insider Connected program is their solution to online gaming, which gives players a companion app and leaderboard that drives competitive and repeat play. Stern’s global network means that players can compete from any center worldwide with machines registered to the Stern program. Players scan their QR code on their phones and are immediately connected and dialed into the Stern community.
Pinball popularity is raging The number of registered pinball players has grown from 500 in 2006 to 55,000 in 2017. Stern pinball itself sold 40% more pinball machines in 2017 than in 2016! How popular is competitive pinball play? In case you’re not in the know, the subculture of these gamers is so passionate that they have an army of supporters referred to as the Stern Army. These official brand ambassadors help make Stern pinball locations prosper by creating and hosting monthly events. To make these events even sweeter for players and centers, Stern helps support and promote the events.
Cover Story “Being a Stern Army location brings several benefits, such as promotional support of that location and prizes and giveaways being provided to leagues and tournament giveaways. The Stern Army also has members all over who can help locations get their pinball leagues and tournaments off the ground and running,” said Kirby. From Enterrium in Illinois, Michael Benjamin has plenty of experience as a Stern Army location. “Whenever we add a Stern game to my lineup, players come in excited to try them Michael Benjamin out. We are proud to be a Stern Army monthly tournament location that draws in over 75 players. Stern pinballs are a staple in our pinball lineup. They produce the most games yearly, allowing me to keep my lineup fresh with the latest and greatest games for my guests.”
Easy to Maintain, More Reliable Game Time
Today’s machines boast high-performance computer chips running the system and use roughly a quarter of a mile less wiring than previous generations, more efficient LED lighting, and more reliable circuitry to bring it all together.
In addition to easier maintenance, center operators can access the machines through a phone app, meaning you’ll often be aware of any issues before the players do. This streamlined process means less headaches for you and more game time for guests! And while the latest machines can still play with classic coin-op, they’re also perfectly compatible with all your favorite cashless swipe card systems, making them even easier to operate.
VENOM: The Latest and Greatest!
The newest release from the Stern Pinball behemoth showcases all the innovation they’ve brought to the game of
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Cover Story
GETTING STARTED
WITH PINBALL
Q: HOW MUCH SPACE DO YOU NEED TO ADD A PINBALL MACHINE? A: One machine is 27 inches wide, but it’s far more
beneficial for locations to start their pinball experience with multiple machines. For example, a 20-foot space (all lined up) can fit six machines with adequate space between the games. However, it’s not uncommon for games to be organized in a “block,” too. Lots of possibilities!
Q: HOW MANY PINBALL MACHINES SHOULD YOU INSTALL TO START HOSTING TOURNAMENTS OR LEAGUES? A: For pinball to succeed in a location, one key is having variety. Some tournaments and leagues can get off the ground with four to six pinball machines. More games on site means less waiting between games, and different titles keep things fresh.
pinball. Based on the iconic anti-hero symbiote from Marvel’s Spider-man, Stern’s Pinball’s Venom get players back into the Spidey-Verse with over 20 classic characters. The game adapts to your character’s decisions while the LED screens playback thrilling animations and achievement milestones. By utilizing Insider Connected, players can repeatedly return to your center and pick up right at their last level of progression. It comes with an operator-focused toolset to consistently improve player foot traffic. It tracks Location Leaderboards, builds player loyalty, analyzes performance, adjusts remotely, and helps maintain the game. Did we mention that Stern Army locations receive first-priority delivery of all the latest pinball releases? The pinball enthusiast community is tight-knit, so word spreads fast when a location hosts an event. Players and spectators come out to watch, play, eat, and drink in big numbers. Drawing in new guests, especially during off-peak times, can add revenue and excitement to your center’s offerings. Pinball is a timeless activity played on machines that take up small amounts of space and is followed by a massive subculture of die-hard players. A diverse arcade can maximize foot traffic and repeat visits to your center.
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Mike Fernandez is a freelance contributor on all things regarding food, booze, and fun. Growing up in his family’s restaurant business fueled his passion for good eats and tasty treats. By day Mike works in business development for IBI, by night he scours south Florida for the latest trends in food, drinks, and recreation.
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Bar Scene
DIVERSIFY and REJUVENATE
Your Relationship with the Bar! By Mike Fernandez
Is your bar scene leaving something to be desired? Is it a cash cow or a nagging headache? It may be time to offer more than just vodka sodas!
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hen your bar isn’t performing how you’d like, it starts to feel like a hassle rather than the critical revenue stream it could be. If you’re not celebrating bar revenue, you’re stuck with cleaning, inventory, and staffing - without the reward.
Very few guests order just one Jell-O shot, certainly if they’re with a party of family or friends. All your bartender must do is grab a few off the stack in the mini-fridge, creating a profit with minimal labor.
If your bar isn’t playing its part in the center, it’s time to elevate the experience for your guests. By looking at a few options that diversify your menu, you can easily spice things up for your customers and keep the bar tabs climbing.
More than a pitcher, it’s a tall tower of liquid gold. Beer towers are about 3 feet tall and typically hold 100 ounces of beer, about 33% more than a pitcher. They have their own spigot, so guests feel like they’re pouring right out of the tap themselves.
Fire Things Up!
The tools to create smokey drinks are both affordable and valuable. All you need is a torch, a simple smoking cap, and a few flavors of wood chips to add a new dimension of flavor to your cocktails. Smoked cocktails are usually sold at a $ 2-to-$ 3 upcharge but cost little more than a dime to make. Smoked margaritas have become very popular, but my favorite is an Old Fashion made with cherry wood chips. Smokey drinks are a sight to behold and famously cause chain reactions at the bar. As the torch lights up and a delicious smokey smell dissipates, you’ll hear a lot of ‘What’s THAT?’ followed by more orders!
Hello Jell-O!
Most everyone loves a Jell-O shot, especially satisfying guests in their early 20s asking if you can ‘make a shot that tastes good.’ Making Jell-O shots can be sticky and time-consuming, and that’s a bad mix in any scenario. Thankfully, companies like SLRRRP make premade Jell-O shots that can be stored at room temperature and come in various colors and flavors. 12 Amusement Alley November 2023
Towers of Gold!
Not only does this mean that guests stick around longer to finish the tower, it also means fewer trips to the bar for refills. That’s less work for your staff while providing a larger ticket for the books. Beer towers are another item that creates the chain reaction of ‘I need one of those!’ since they stand out above the crowd. Even better, guests love to post pictures of beer towers on social media, which means friends and family are seeing what a great time they’re having at your business.
Bring The Boys to The Yard!
If your center serves ice cream, you have everything you need to start serving boozy milkshakes at your bar. Boozy milkshakes are great at bringing people in for a treat during the warmer (and slower) summer days. Boozy milkshakes are typically one of the more expensive bar options for guests. Since they take a while to finish up, are quite filling, and take the role of a dessert, guests feel they’ve gotten their money’s worth. Peanut butter whiskey milkshakes, Baileys and Oreo milkshakes, and frozen strawberry mudslides are all fantastic starting options!
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Shorts
EXPANSIONS AND OPENINGS BOWLING AROUND THE GLOBE UK, LONDON MEETS SWANKY BOWLING UK, MANCHESTER HAS A NEW KING King Pins has opened in Manchester, featuring 15 lanes of tenpin bowling alongside four lanes of duckpin bowling. There are also other interesting and unique activities to attract guests: ice-free curling, karaoke, a batting cage, and an arcade. Appetites will be nurtured through pizza and Asian street food, snacks, and sides, topped off with a dessert bar.
Londoners will be the excited recipients of posh ten-pin bowling with the fall opening of the boutique bowling company Lane7. Set to arrive in November, Lane7 will spread over several floors. Alongside the lanes, there will be an 18-hole golf course and a popular burger outlet, Patty&Bun. In the basement will be a yet-to-be-unveiled attraction full of light, sound, and excitement. LANE7 opened its first leisure hub ten years ago and has added 13 bowling venues, plus a recently launched gaming venue called Level X which features futuristic, VR, and AI-driven games and indoor karting.
VI RTUA L R E A L I T Y · M OT I O N -S I M U L ATO R S · M I N I - G O L F
Ghostbusters ™ & © 2023 Columbia Pictures Industries, Inc. All Rights Reserved. Angry Birds™ & ©2023 Rovio Entertainment Corporation and Rovio Animation Ltd. The Angry Birds Movie 2 ©2023 CPII. All Rights Reserved.
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