LBX Collective

The Asia Amusement & Attractions Expo (AAA) 2025 in Guangzhou highlighted key industry trends, notably the surge in skill-based and multi-player experiences. Innovative offerings included Chinese manufacturers showcasing new wave crane machines, multi-screen racing simulators like ‘Neon Rush’ and ‘Wangan Midnight: Speed Ignition,’ and a focus on four-player shooter and ride platforms such as ACE’s ‘Wild Hunter’ and FlameStone’s ‘Thunder Attack.’ The show underscored the rising prominence of competitive, skill-based gaming, with Chinese firms increasingly introducing original designs and proprietary IP, exemplified by SNK's return with ‘King of Fighters’ cabinets. Additionally, the event reflected a growing preference for immersive, multi-player and VR experiences, alongside a burgeoning market for crane and prize machines, despite ongoing scrutiny over their fairness and skill reliance. Overall, AAA’25 signals a rapid evolution towards more engaging, technologically advanced entertainment options, with Chinese manufacturers leading innovative product development and expanding their influence into Western markets.

Subscribe and visit LBX Collective for more!

Rapid evolution of XR within the entertainment sector, with increased capital flowing into augmented reality (AR) and mixed reality (MR) applications, particularly in location-based entertainment (LBE). Notable innovations include immersive AR experiences at global events like Kansai Expo and AR theme parks utilizing headsets like Meta Quest 3 and HoloLens2, alongside holographic attractions by Enklu. However, the consumer VR landscape faces turbulence, exemplified by Meta’s shift away from VR hardware development toward AR/MR, a move driven by declining Quest sales and substantial financial losses. Microsoft’s discontinuation of HoloLens and Mojang’s removal of VR support from Minecraft underscore the sector’s challenges. Meanwhile, Asia’s amusement industry remains dynamic, with major expos in China revealing a focus on digital tech, IP-driven attractions, and the integration of VR/AR innovations. Overall, the trend indicates a strategic pivot toward lightweight AR/MR hardware, with significant implications for investor positioning in immersive tech, entertainment formats, and cross-sector collaborations.

Subscribe and visit LBX Collective for more!

Sponsored by Intercard!

On this week's Sound Off, Kevin Williams and Brandon Willey discuss the latest trends shaping location-based entertainment, from Netflix's ambitious physical venues to the return of augmented reality glasses in LBE spaces. 

• Digital crossover technologies like Capcom's MonsterGate experience using AR headsets to create immersive environments
• Economic indicators showing operators stockpiling high-ticket items ahead of expected price increases
• Surprising decreases in hotel occupancy following Epic Universe's opening, suggesting shifting travel patterns
• Genda's continued expansion in North America with over 13,000 venue acquisitions and more expected soon
• Netflix House details revealed for Philadelphia, Dallas, and Las Vegas locations featuring IP-based experiences
• Augmented reality making a third attempt at mainstream adoption with Meta selling over 1M Ray-Ban glasses
• Meow Wolf partnering with Niantic to develop AR experiences for their immersive art installations
• Konami returning to the North American amusement market after a 20-year absence
• Unis introducing a "Trade-Up Crane Store" concept for crane games with a collect-and-trade prize system
• Industry projections showing the amusement sector growing from $52.6B to $71.2B by 2032

Join us next time as we continue to track the rapidly evolving landscape of location-based entertainment and the technologies shaping its future.

Subscribe and visit LBX Collective for more!

In this second and final part of our specialist feature on the Immersive entertainment landscape, we look towards the deployment of AR, MR and SR technology. Defining the latest unencumbered immersive attractions and game systems, while charting the trends that are shaping the sector.

Subscribe and visit LBX Collective for more!

In this first part of our specialist feature on the Immersive entertainment landscape, we look towards the deployment of AR, MR and SR technology. Defining the latest encumbered immersive attractions and game systems, while charting the trends that are shaping the sector.

Subscribe and visit LBX Collective for more!

Sponsored by Intercard!

Kevin Williams and Brandon Willey debate why free play arcade models are destined to fail, drawing on Kevin's experience at Sega World London where free play destroyed machine replay value. He provides compelling evidence that arcade machines are fundamentally designed for limited play experiences where skill progression requires additional credits.

• Genda continues aggressive North American expansion with acquisitions of Venue+ (1,100+ locations) and Barbelo (89 facilities)
• Dave & Buster's reports 3.5% decrease in quarterly YOY revenue while attempting to paint a positive picture with their "back to basics" approach
• The competitive socializing space sees continued investment with Spinners securing £4 million to expand their multi-attraction concept
• Builder.AI exposed as a fraud - their supposed AI technology was actually 700 human workers, leading to bankruptcy after $1.5B investment
• Disney and Universal file copyright infringement lawsuit against Midjourney for unauthorized use of their IP in AI-generated images
• VR fitness faces practical challenges including headset durability, hygiene concerns, and questionable advantages over traditional equipment
• Capcom and KDDI develop specialized mixed reality headset for entertainment applications, potentially filling void left by Microsoft's HoloLens

If you want to keep up with the latest industry developments, subscribe to our newsletters or reach out directly with any questions.

Subscribe and visit LBX Collective for more!

Sponsored by Intercard!

On this week's LBX Show BW talks about his trip to Morgan's Wonderland, celebrating 15 years as the first truly inclusive theme park where everyone can play. We then dive into arcade gaming trends with the return of cocktail cabinets through Food Fight Frenzy and more!

• Morgan's Wonderland features ultra-accessible attractions including wheelchair-compatible 4D theaters
• The park's "Wonder Squad" superheroes represent different abilities, helping children see themselves as powerful
• Their water park uses pneumatic-powered wheelchairs for full participation in splash pads
• Food Fight Frenzy revives the classic cocktail cabinet format with four-player competitive gameplay
• Sega's Alpha Ops VR Strike and Gold Storm Pirates face delays until August
• Chuck DeMonte breaks down the marketing basics: awareness ads, email marketing, and content creation
• Consistency in marketing matters more than perfection or immediate ROI
• Golf simulation lounges and racing experiences continue expanding across different markets

Subscribe and visit LBX Collective for more!

Sponsored by Intercard!

On this week's episode of Sound Off with Kevin Williams, he and Brandon kick things off with the question: are we past the "spaghetti moment" where venues throw various attractions at customers hoping something sticks without truly understanding their audience or how to encourage return visits?

• Many competitive socializing venues are experiencing sales downturns as they face increasing competition
• Companies are expanding rapidly before establishing product-market fit, creating a "musical chairs" situation for prime real estate
• The golf simulator market has exploded with at least 18 different multi-venue brands operating hundreds of locations across multiple regions
• Genda has created VSing, a competitive karaoke concept with audience voting through a smart app
• Meta is expanding its brick-and-mortar presence to showcase VR and AR products
• Lane 7's "5PM Club" targets after-work crowds with special deals on food, drinks, and lane rental
• 501 Fun recently celebrated 501 million plays across 700 venues
• Vesaro partnered with Lamborghini to create stylish racing simulator rigs
• VR companies continue competing for market share with seated VR experiences

Subscribe and visit LBX Collective for more!

Sponsored by Intercard!

On this week's LBX Show, we explore the latest developments in location-based entertainment, featuring insights on facility openings, closings, and technological advancements shaping the future of immersive experiences. BW and friends break down everything from Area 15's massive expansion to the highly anticipated Harry Potter pinball machine from Jersey Jack.

• Area 15 in Las Vegas advancing with a $161 million, 20-acre expansion opening in August 2025
• Legoland partnering with Save the Children to provide free park access to vulnerable children
• Kevin Williams' Open and Shut segment covering Genda's aggressive expansion and new "VSing" concept
• NBA opening a 20,000 sq ft "retailtainment" store combining merchandise with interactive entertainment
• Jersey Jack finally revealing their Harry Potter pinball machine after months of teasing
• Raw Thrills releasing a major update for Godzilla Kaiju Wars VR, expanding from 2 to 6 levels
• Chuck DeMonte sharing four marketing red flags: generalists vs. specialists, poor communication, inadequate reporting, and lack of track record

Join us at upcoming industry events including IAAPA at Morgan's Wonderland next week and Bowl Expo at the end of the month in DC.

Subscribe and visit LBX Collective for more!

Sponsored by Intercard!

On this week's episode of Sound Off with Kevin Williams, we discuss how the LBE industry faces a critical turning point as single-attraction venues struggle with declining revenue and repeat visitation challenges. Topgolf's 12% YOY sales drop signals the urgent need for competitive socializing venues to diversify their entertainment offerings beyond their core attractions.

• Trampoline parks provide a cautionary tale, having evolved into adventure parks with multiple attractions to remain viable
• Five Iron Golf adding duck pin bowling and amusements to their golf lounge concept
• Toca Social experimenting with Sandbox VR partnerships to diversify attraction mix
• The discontinuation of the penny will impact souvenir penny press machines at attractions nationwide
• Formula One partnering with Disney for branding on race cars, raising questions about compatibility
• Top Gun venue coming in 2026 to Area 15, featuring jet fighter simulators, hospitality, and merchandising
• Technology trends showing movement from projection mapping to LED floor and wall systems
• PortAventura introducing mixed reality headsets for roller coaster rides
• Little Lions expanding their Arcade Arena concept to London in 2026

Check out our new dedicated service for the competitive socializing sector - The Entertainment Social Arena - available now for subscription at lbxcollective.com.

Subscribe and visit LBX Collective for more!