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In 2025, XR investment transitioned from consumer-focused to more practical, enterprise and mixed reality (MR) solutions, signaling a pivotal market shift. The AWE Expo highlighted a surge in commercial entertainment, immersive MR experiences, and innovative hardware like Virtuix’s upgraded OMNI One and new treadmill systems from XelerateVR. Notably, the event showcased a growing emphasis on MR in location-based entertainment (LBE), with startups like Dream Park and Enklu advancing hybrid AR experiences. Meanwhile, major tech players like Apple and Meta made strategic moves—Apple upgraded Vision Pro’s software amid sluggish sales, while Meta pivoted from VR hardware to develop affordable MR glasses and foster exclusive content partnerships. Concurrently, collaborations such as Niantic with Meow Wolf and Snap’s AR glasses signal a broader industry focus on phygital and AR applications. Overall, the narrative indicates a market gravitating toward mainstream MR, with consumer VR relegated to a niche, setting the stage for significant growth opportunities in enterprise, LBE, and hybrid experiences.

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On this week's episode we kick things off with a conversation on how managing guest expectations has become critical for location-based entertainment venues as the industry faces growing competition and evolving consumer demands. Properly marketing the actual experience while avoiding overhyped claims affects not just individual venues but trust in the entire industry.

• Economic shifts in the consumer gaming sector create opportunities for LBE venues to become the "next console" for gamers
• Incredible Pizza Company announces rebrand and venue upgrades ahead of their 25th anniversary
• Great Wolf Lodge investing $40 million in Grapevine facility, adding socializing attractions including Topgolf Swing Suite
• Retailtainment evolving with Sega Store pop-up and Bandai Namco's Cross Store concept leveraging IP
• COSM continues rapid expansion with fifth venue announced in Cleveland
• ValoMotion celebrates 100th installation of Valo Arena, showing strong adoption across FECs and entertainment venues
• Industry needs clearer understanding of XR technologies: distinguishing between AR, VR, mixed reality and shared reality
• Be cautious about AI claims in marketing – most "AI-powered" attractions use simpler algorithms or procedurally generated content

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On this week's episode, we discuss how the amusement and entertainment industry is witnessing rapid evolution across multiple fronts, from new payment technologies to innovative venue concepts and strategic marketing approaches.

• IAAPA Foundation launches FEC Scholarship 2025, offering $2,500 to cover travel, expo, and education expenses for qualified students and industry professionals
• AMC expands discount days to include Wednesdays, signaling declining weekday attendance that may indicate broader industry impacts
• Sacoa introduces KwikPay, a compact cashless payment solution for standalone amusement machines that doesn't require full system overhauls
• Mini golf franchising options expand with Aloha Mini Glow Golf's licensing partnership, though comparison with established brands highlights importance of due diligence when making selections
• "Cinetainment" trend continues as more cinemas add gaming and entertainment components to increase dwell time
• Innovative arcade products include Jaws 50th Anniversary pinball, Raccoon Ram two-player water gun game, and 501 Fun's new interactive Mini Golf bay
• Jersey Shore arcades showcase operational innovations including redemption kiosks, prize hubs for smaller ticket amounts, and engaging money machines
• Dream Park tests augmented reality experiences in Seattle, showing measured approach to new entertainment concepts

Finally, Chuck DeMonte covers marketing tools every FEC needs in their playbook: content scheduling tools for cross-platform posting, email marketing software, Canva for design needs, and reputation management software to solicit and respond to reviews.

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On our latest episode, join Kevin Williams and Brandon Willey as they discuss the location-based entertainment industry's paradox of economic uncertainty alongside aggressive expansion, with Merlin and Six Flags reporting 3% attendance declines while Netflix and Universal announce ambitious new venue plans. Chuck E. Cheese demonstrates strategic brilliance with their new Chuck's Arcade concept, targeting older audiences while maintaining brand connection across age demographics.

• Theme parks facing economic headwinds with 3% attendance decline reported by Merlin Entertainments
• Netflix House and Universal aggressively expanding with physical venues despite market concerns
• Golf simulation market becoming saturated with TruGolf planning 40 facilities and BatBox entering US market
• Chuck E. Cheese launches Chuck's Arcade brand to capture older demographic who've outgrown main brand
• Toca Social partners with SandboxVR in their White City London location, demonstrating entertainment co-location trend
• AI entering location-based entertainment with mixed results, creating what the Cambridge Dictionary now calls "slop"
• HTC Vive pivots strategy to partner with large operators like NTT Communications rather than individual sales

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The Licensing Expo 2025 highlighted significant trends shaping the future of location-based entertainment and retailtainment, with a strong emphasis on IP-driven experiences. Brands like UNIS showcased their ‘emoji Planet,’ illustrating how physical venues support licensing success, while resurgence in crane machines with licensed merchandise (“Crane Zones”) points to innovative retail engagement. Major toy brands such as Mattel are expanding into interactive venues and live shows, exemplified by UNO Social Clubs and Hot Wheels stunt entertainment, blending merchandise with immersive experiences. Film and streaming giants like Paramount, Warner Bros., Disney, and Netflix are investing heavily in immersive attractions, theme parks, and branded experiences, signaling a strategic focus on IP expansion. The event also underscored an increasing integration of retail and entertainment, with malls like Westfield London investing in social entertainment complexes and retail stores like Sega and Bandai Namco expanding physical brand presence. Overall, the sector is primed for continued growth in IP-based immersive experiences, retailtainment, and strategic brand activations, offering compelling opportunities for investors seeking innovative, revenue-generating assets.

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On this week's show, Brandon is joined by Kevin Williams and Adam Pratt for a special Guest Gab review of the Bowl Expo 2025 experience, examining the state of the bowling industry and the growing influence of competitive socializing on traditional bowling centers. The future of bowling centers depends on embracing tech innovations and diversified entertainment offerings beyond just lanes.

• Bowl Expo 2025 suffered from lower attendance due to its scheduling just before July 4th holiday
• Tradeshow layout revealed many empty spaces with most vendors downsizing to minimal booth sizes
• Notable absence of complementary attractions like billiards tables despite their natural pairing with bowling
• New social entertainment offerings included Puttify (tech-infused mini-golf) and Singa (drop-in karaoke solution)
• Bowling industry faces a growing divide between traditional centers and boutique/social entertainment venues
• Industry insiders suggest future shows need better timing and more compelling reasons for vendors to participate
• Technology integration becoming essential for bowling centers to attract and retain modern customers
• Multi-location security solutions from companies like Intercard increasingly important for operational stability
• Growing trend of bowling centers converting underutilized spaces into additional revenue streams
• Successful venues now focusing as much on food, beverage and atmosphere as they do on bowling itself

Join us next week for our regular programming featuring Arcade Corner with Adam Pratt, Promo Pro Tips with Chuck DeMonte, Open and Shut with Kevin Williams, and another Road Trip with Clint Novak.

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The amusement and attraction sector is experiencing a dynamic shift towards social and immersive entertainment, driven by significant developments in the Middle East, notably Saudi Arabia, and the broader MENA region. The recent SEA’25 Expo highlighted burgeoning investment, including new FEC openings in Qatar, and major projects like Disney’s planned theme park on Yas Island, signaling a strategic push to position the region as a global tourism and entertainment hub. Meanwhile, the region’s evolving infrastructure includes ambitious projects such as Abu Dhabi’s “Las Vegas Sphere” twin and substantial eSports investments like True Gamers’ $15m funding aimed at capturing a significant share of the global gaming café market. The industry’s shifting landscape is also marked by major trade events, licensing collaborations, and IP-driven content, with companies like SEGA, SNK, and KONAMI expanding their footprint across arcades, licensing, and location-based entertainment. These developments suggest a promising outlook for regional growth, strategic partnerships, and innovative entertainment experiences aligned with global trends.

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On this week's episode, Kevin Williams and Brandon Willey kick things off with a discussion on the critical importance of guest experience design in entertainment venues and how thoughtful layout, theming, and competition can boost revenue by 30-50% compared to simply clustering machines around power sockets.

• Research shows many operators leave significant money on the table by neglecting guest experience
• Most GMs juggle too many responsibilities to focus adequately on guest experience development
• Legoland Shanghai sets new standards with a hybrid approach between theme park and LBE venue
• Pinstripes filing for Chapter 11 bankruptcy protection while keeping 18 facilities operational
• Altitude announces ambitious expansion with 12-15 new active entertainment facilities planned for 2026
• Peter Piper Pizza adds active entertainment zones to 24 locations
• Sega opening a Tokyo store following Shanghai success, expanding IP licensing for attractions
• Shooting simulators becoming the next essential component for competitive socializing venues
• Bumble Bear relaunching Killer Queen arcade with improved onboarding for new players
• Microsoft pivoting toward platform-agnostic gaming through partnerships with Meta, AMD, and Steam

Support the show by subscribing to the Stinger Report and following our various podcasts to stay updated on the latest developments in location-based entertainment.

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At Asia Amusement & Attractions Expo 2025, key trends highlight a shift in immersive technology investments amid global trade tensions. While VR remains present, its dominance has waned compared to previous years, with exhibitors like Movie Power and Oculeap showcasing scaled-up VR attractions and multiplayer experiences using PICO headsets. Notably, Chinese companies are pioneering mixed reality (MR) applications, exemplified by Anchi Amusement’s MR Karting and RaceParx’s MR Go-Kart platform, signaling a new frontier in interactive entertainment. The show also emphasized enhanced visual tech, such as LED displays replacing projection, and AI-driven photo capture, reflecting broader technological integration. However, trade uncertainties, including US-China tariff negotiations, are casting a shadow, affecting manufacturing and sales channels, especially in Western markets. Despite these challenges, Chinese manufacturers are exploring international partnerships and distributor models to sustain growth. The event underscores a global pivot towards more immersive, interactive, and technologically advanced attractions, even as geopolitical factors impact supply chains and market access.

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On this week's show we catch up on all the news we missed over the last two weeks and take a Road Trip with Clint Novak to 3 awesome venues in Denver, Colorado. 

On Open & Shut, Kevin Williams highlights the top 15 from over 40 venue openings in the past two weeks.

• Battle Carts opens their 51st UK facility, using over 40 projectors and 12 electric carts in the venue
• SuperBowl UK opens a 12-lane facility in Wolverhampton with arcades provided by Sega Amusement International
• Malibu Jack's launches a 130,000 square foot facility in Texas with 130 amusement pieces, duck pin bowling, and laser tag
• Time Zone opens a 24,000 square foot facility in India, replacing their older 2004 location with upscale amenities
• Clay's adds "Clay's Arcade" to their newest shooting simulator venue, expanding their entertainment offerings
• Lane 7 opens a second Newcastle location featuring Moment Factory's interactive floor system

Clint Novak takes us on a tour of Denver entertainment venues:
• Boondocks features innovative soda fountains inside party rooms for convenience
• Ka Ko Joe's mall location strategically places redemption prizes visible through storefront windows
• Winner's Circle includes a hidden speakeasy bar accessed through what appears to be a photo booth

Adam Pratt celebrates Atari's 53rd anniversary while previewing Bowl Expo offerings:
• Missile Command Recharged Arcade now available to order from Alan 1
• Goldstorm Pirates from Bandai Namco is shipping with upgraded visuals and golden guns
• Andamiro USA teasing a new light gun game called "Marksman"

Chuck DeMonte shares three expert-level marketing strategies: conversion-focused paid advertising, automated email marketing campaigns for birthday and event reminders, and professional website design optimized for mobile users.

Visit us at Bowl Expo in Washington DC where we'll be recording live from the show floor on July 1st and 2nd.

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