LBX Collective

In Part Two of the #StingerReport coverage: The Amusement Expo International (AEI) 2025 showcased key trends and innovations in the amusement and immersive entertainment industry, highlighting a resurgence in music games and evolving technologies like mixed reality (MR) and virtual reality (VR). BANDAI NAMCO Amusement America emphasized its global rollout of ‘Taiko no Tatsujin’ and introduced new platforms like ‘Wincha,’ a remote play crane app. LAI Games unveiled ‘Cyberpunk 2077: Turf Wars,’ leveraging projection mapping technology, while VR applications like ‘Virtual Rabbids Ultra HD’ and ‘Asphalt 9 Legends Arcade VR’ saw updates off the show floor. Redemption games, capsule collectibles, and branded attractions continued to dominate, with notable releases such as TRIOTECH's interactive theater experiences and Adrenaline Amusement’s UFC-themed UFC Challenge. However, VR’s presence appeared diminished compared to previous years, signalling shifting investment priorities. The event also reflected broader market dynamics, including Chinese exhibitors’ reduced participation due to tariffs and ongoing mergers like Lucky Strike Entertainment’s acquisition of Visalia Adventure Park.

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Kevin and Brandon debate how overusing the word "immersive" devalues genuine experiences and creates false expectations in location-based entertainment.

• Different experiences require different descriptors – not everything can or should be called immersive
• Consumer expectations become mismanaged when marketing promises immersion but delivers basic entertainment
• The infamous Wonka Chocolate Experience disaster demonstrates the dangers of immersion-washing
• Dave & Buster's facing significant challenges with 9% same-venue sales decline after renovation missteps
• Universal's Epic Universe setting new standards for theme park engagement with interactive wand technology
• Gel Blaster Nexus revitalizing laser tag with pellets, gamification, apps, and tournament features
• Game Volt's LED panel Glow Court bringing enhanced gameplay to cruise ships and LBE venues
• Minecraft movie's surprising box office success showing continued strength of gaming IP in entertainment

Join us next week for another exploration of the latest developments in location-based entertainment with the LBX Collective.

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We dive into the seismic shifts happening in the location-based entertainment industry as tariffs create uncertainty and major acquisitions reshape the arcade and amusement landscape.

• Examination of a poorly designed mini-golf addition to a bowling alley, highlighting the importance of guest flow and experience design
• Kevin Williams details the latest openings in active entertainment facilities, including new SkyZone, Launch, and AirHop locations
• Chuck DeMonte outlines the six essential qualities to look for in a marketing agency, emphasizing industry experience and communication
• Adam Pratt breaks down Genda's acquisition of Player One Amusement Group and their strategy to manufacture in the US to avoid tariffs
• Deep dive into how the recent tariff implementation (up to 145% on Chinese goods) is affecting arcade operators and redemption prizes
• Justin Michaels from Intercard compares digital self-serve redemption machines to traditional prize counters, noting the merchandising limitations of automated systems

If you'd like to ask a question on a future episode, reach out to us through our social channels or website.

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In Part One of the #StingerReport coverage: The Amusement Expo International (AEI) 2025 in Las Vegas showcased significant shifts in the amusement and immersive entertainment sector, despite challenging financial conditions. Key trends included restructuring within major trade associations like AAMA and AMOA, the growing prominence of VR applications such as Synthesis VR's free-roaming content and Two Bit Circus's MR public space experiences, and the evolving profitability concerns surrounding VR hardware operations. On the show floor, highlights included Raw Thrills' debut of ‘Top Gun: Maverick’ and updates to popular titles like ‘Godzilla Kaiju Wars VR,’ alongside SEGA Amusement International's introduction of ‘Maimai DX USA’ to the Western market, signalling a revival in music gaming. The event also underscored a shift toward innovative partnerships and new product launches, with 70 first-time exhibitors among 223 companies, reflecting optimism in social entertainment and attraction-based gaming despite broader industry uncertainties.

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The Entertainment Attractions and Gaming (EAG) Expo 2025 in London showcased key trends in the amusement and gaming industries, highlighting the growing influence of partnerships between Western and Asian manufacturers, such as TAITO and WAHLAP Technology, and the increasing penetration of music games like KONAMI's Dance Dance Revolution A20+. Notable innovations included immersive experiences like UNIVRSE's VR installations and projection-mapped dining concepts. The event also marked a 23% increase in attendance, signalling a strong recovery for trade shows post-pandemic. Concurrent developments included the liquidation of the £2.5 billion London Resort project, ongoing disputes in immersive entertainment ventures, and announcements of new exhibitions at ExCel London under the £300m regeneration initiative. European expos like ISE and MWC further emphasized advancements in XR technology and esports integration, while LG's exit from XR development underscored shifting corporate strategies in the metaverse sector.

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The entertainment industry faces a critical turning point as venues struggle to update their brands and offerings in a post-COVID marketplace that looks dramatically different from before.

• If you haven't started revitalizing your brand, it may already be too late for 2025
• Supply chain issues, tariffs, and warehouse limitations are creating additional challenges for operators attempting renovations
• Albatross is setting a new standard with their upcoming New Jersey venue featuring bowling, mini-golf, and attractions targeting the over-21 demographic
• Sandbox VR continues their expansion and is adding hospitality components to become a social entertainment destination
• VR is evolving from simple shooter games to story-driven adventures with higher throughput and better economics
• Illuminarium's Chicago location closed after delivering a subpar temporary structure that received harsh reviews
• Immersive Gamebox continues licensing expensive IP despite this strategy contributing to their previous financial troubles
• Theme parks are increasingly incorporating gamification elements into attractions, but creating truly replayable experiences remains challenging

Join Kevin Williams at London Experience Week where he'll be presenting on the future of competitive socializing, and at Amusement 360 in May discussing how to future-proof entertainment facilities.

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On this week's episode, Brandon Willey and friends examine how venues are transforming to meet changing consumer demands and economic realities.

We open with a fascinating look at Holey Mackerel, a mini golf destination that has brilliantly evolved into one of Milwaukee's premier cocktail destinations. This case study highlights how operators are fighting seasonality by creating complementary experiences that drive year-round revenue—a strategy worth considering for any venue facing similar challenges.

Kevin Williams joins BW to analyze recent openings and closings across the global LBE landscape, revealing surprising trends in competitive socializing. From Immersive Gamebox installations at resorts to cinema chains like B&B Theatres allocating significant real estate for entertainment offerings, we're seeing traditional venues reimagine their spaces to create diverse revenue streams. However, as Kevin notes, the "throw everything at the wall" approach taken by some venues rarely succeeds—successful entertainment spaces require thoughtful curation and clear demographic targeting.

Arcade expert Adam Pratt tackles the challenging topic of tariffs and inflation, offering practical strategies for operators. Rather than automatically raising prices, he suggests leveraging "inflation-proof" marketing for retro games while recognizing the concept of "indirect income"—how certain attractions might not be direct moneymakers but drive customers to more profitable offerings.

The episode culminates with Justin Michaels sharing invaluable insights on redemption program success. His five expert tips cover everything from optimal space allocation to the psychology of prizes, revealing that redemption is "more about psychology than retail." Particularly fascinating is his observation that high-ticket items rarely redeemed still drive significant revenue by motivating customers to play more, even if they ultimately cash in for smaller prizes.

Discover these strategies and more by joining our growing community of industry professionals at LBXGalaxy.com, where the conversation continues beyond each episode.

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Golf entertainment is getting a major upgrade with Smash Swing's revolutionary approach to competitive, social play. Forget everything you know about traditional golf simulators where players take turns hitting – Smash Swing has created a multiplayer, multi-ball tracking system that lets everyone play simultaneously on massive immersive screens up to 60 feet wide.

Join Brandon Willey as he interviews TJ Schier, creator of Smash Swing and former COO of Big Shots Golf. TJ designed this technology after witnessing how entertainment concepts typically see a 30-50% drop in sales from year one to year two as guests grow bored with the same experiences. Smash Swing addresses this by offering continually refreshed gameplay through seasonal themes and licensed IP partnerships, giving venues compelling reasons to bring customers back throughout the year.

Ready to revolutionize your venue with an attraction that evolves beyond the one-and-done experience? Learn how Smash Swing can drive both new and repeat business through continually refreshed, accessible competitive socializing.

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Kevin Williams and Brandon Willey examine the changing landscape of location-based entertainment with insights from recent industry events and emerging trends.

• Five different golf simulation venues opening in Nashville, raising questions about market saturation
• Red Engine (operators of Flight Club and Electric Shuffle) planning aggressive expansion to 84 locations by 2030
• Limited VR presence at Amusement Expo International revealing shift in industry focus
• Growing trend of oversized "big box" arcade games requiring significant floor space
• Tournament-connected entertainment systems gaining popularity in hospitality settings
• Companies pivoting from VR to active entertainment solutions showing strong ROI
• Valo Arena reporting impressive 70% utilization and nearly 4,000 hours of usage at UK location
• Gashapon machine integration at LA Angels Stadium demonstrating amusement crossover into sports venues

Join us for upcoming events including the World Experience Organization's London Experience Week (April 28-May 2) and Amusement360 in Indianapolis (May 6-8).

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On this week's LBX Show BW and friends dive into the latest developments in location-based entertainment, exploring cutting-edge venues in Las Vegas and highlighting innovations from Amusement Expo 2025.

• Touring adult-oriented entertainment venues in Vegas with Barry Zelickson from Fun Across America: Play Playground and Swingers
• Examining The Muni in DC – a golf simulator venue with exceptional mid-century theming
• Updates on Zero Latency's Space Marine VR and their new Threat Lethal gameplay mode
• Qbix partnering with Cineplex to bring immersive enclosures to The Rec Room 
• Top Gun arcade cabinet from Raw Thrills generating buzz despite some accessibility challenges
• New competitive refreshment games: Soda Slam vs. Icee Slush Rush
• Review of Blue Motion Games' massive Cannonball Jam and Desert Strike attractions
• Wild West Shootout 2 from Coastal Amusements offering a refreshing non-alien/zombie theme
• Global expansion of competitive socializing venues: cricket simulators, mini-golf, and batting cages
• Trend of "parachuting" entertainment options into existing facilities like hotels and stadiums

Join us next week for a new segment with Justin Michaels from Intercard, where we'll explore redemption tips to improve your venue's layout and offerings.

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