Offering two floors of gaming, ranging from arcades, duck-pin bowling, AR darts, axe throwing, mini-golf and VR machines, to name a few, the company aims to offer a little something for everyone, from daytime families to late night party-goers.
The site also offers a unique digital reward system called Gamergreen, which allows guests to win tickets and have prizes delivered to their door via Amazon Prime.
The Kingston site follows on from the success of the company’s first site in Reading, and managing director Matthew Deith, said the new site was an evolution of the business with a larger offer across 24,000 sq ft.
“We’ve evolved the offer, it’s a much bigger location, we could see there was an appetite for lots of games. We try to stay ahead of the curve and offer a good entertainment package for families and young adults, a cross generational offering,” he said.
“We do have a niche, we have a very large arcade style offering which is our forte, and our ethos is to find sites that are central to shopping districts and we can offer a lot of different activities under one roof.”
Consolidation likely
He predicts further consolidation in the competitive socialising sector, but said having a wider offer, with innovative and exclusive games, and being multi-activity would set them apart.
When it comes to repeat visits, he said experience is key, but highlighted his company’s approach to prizes. “We have the ability for guests to win prizes, which makes us a bit different, and we’re the only company in the world with a digital redemption story. So you can play for prizes in the venue and go online to redeem your prizes and have them delivered to your house by Amazon.”
He added the company was keen to expand across the UK and was actively looking for new venues that meet their requirements where they could add value to town centres.
The MA’s Ed Bedington met up with Deith ahead of the sites opening and you can hear more on the video above.