Commentary

‘Eatertainment,’ social entertainment stake new claims

The move to more technology-enhanced experiences for entertainment customers is a distinction in the re-emergence of both social entertainment and 'eatertainment.'

Image: Adobe Stock.

March 20, 2023 by Kevin Williams

The amusement and family entertainment sector has seen a major shot in the arm in Q1 2023, with many of the leading entertainment venue chains reporting strong numbers. "Eatertainment" and social entertainment are both playing big roles in this growth.

Dave & Busters', the eatertainment chain, recently reported store sales rising to 13%, slightly lower than expected, but still strong, and with the company's earnings and revenue surpassing estimations.

This, however, saw the company looking at implementing major cost-cutting and restructuring in the current conditions, following the acquisition of the Main Event operation. Major restructuring of the management teams within Dave & Buster's has taken place, as would be expected in bringing together the two chains under one roof.

It has become clear that a fundamental rethinking of the brands is under way and duplications of business are being addressed, as well as new ways to look at the market.

Main Event has been seen by many as the quintessential FEC bowling operation, following many years of redefining itself. Aimed at a young family audience, the some 40-odd venues dotted across the U.S. comprise bowling, Lasertag and amusement, in many cases supported by a ropes course and extensive food and beverage.

Dave & Buster's has defined itself as an eatertainment location, with a sports bar and a much older focus on the fun across the chain's some 140-odd locations.

'Piper Express' on the move

Another example of the restructuring of the traditional food-and-fun model saw the announcement of the launch of Peter Piper Pizzeria, a new "Piper Express" concept for the chain, which is part of the CEC Entertainment operation. The concept, opening in Kansas City this year, includes an amusement component, part of their branded "Game On" arena that sees upright style amusement cabinets incorporated into the 60-seat restaurant area supported by flatscreen displays.

The Peter Piper Pizza chain has already rolled out the "Funpass" digital play card platform at selected locations, as part of its "Game On" arcade arena business on site — removing paper ticketing.

Representing some 120 Peter Piper Pizza locations in the U.S. and Mexico, the chain is about to celebrate its 50th anniversary. The company filed for bankruptcy in 2020, but emerged in June 2022 and has started an extensive restructuring.

The CEC Entertainment operation, for its part, has remodeled its 200th family entertainment venue. The improved guest experience now includes the use of tap-to-play game card systems, offering a more convenient way for players to play. The game floor now embraces e-tickets, replacing the traditional paper ticket redemption system, for an automated contactless platform supporting the "Play Pass" and "Play Band" systems.

Along with the card and band system, the new infrastructure also supports frictionless with smartphone payment through Apple Pay and Google Pay.

All this is supported through touchscreen kiosks and mobile table ordering. These elements streamline the entertainment experience and are also supported by party hire services.

Round1 Entertainment restructures

Speaking of the eatertainment and social entertainment mix, Round1 Entertainment has restructured its international and local businesses. The U.S. arm of the Round1 Entertainment operation reported a 20% increase in sales while the Japanese parent's operation saw venues still hit by the COVID conditions, only seeing 12% sales increase.

Currently operating 99 centers in Japan, the operation said it would be reducing its facility opening hours — although the amusement departments will continue as normal.

The company also announced the closure of its only Russian facility (opened in 2020 in Moscow), citing a re-evaluation of its growth strategy, returning the management back to Japan. While at the same time, the operation confirmed plans to open another eight new stores in China as well as Southeast Asia.

Namco Tokyo on the way

Meanwhile, Namco Tokyo, scheduled to open in April, developed and operated by Bandai Namco Amusement, borrows heavily from the eatertainment scene, including a café bar serving alcoholic beverages, inspired from the likes of D&B, as well as the previous U.S. Pac-Man Entertainment branded venue. It is unknown if this is a standalone venue or the beginning of a move to modernize the extensive Namco chain of amusement venues in the territory, supporting its extensive capsule vending machine operation.

The mixture of bowling, dining and entertainment is also reflected in chains stretching into new territories. It was recently announced that U.K. operation Hollywood Bowl was expanding its Canadian operation, with the acquisition of three bowling centers in Calgary — growing the chain in this area to nine Canadian sites.

Toca Social, owned by TOCA Football — famous for its football tracked kicking technology-based training system — signed a franchising agreement with Ventura Entertainment for a new TOCA Social dining entertainment experience in Monterrey, Mexico. This will be the first of a planned 20 venues for the territory over the next 10 years. As part of this agreement, Ventura will invest some $100 million over that period into these venues.

TOCA Football also announced its first U.S. TOCA Social venue in Dallas for a 2023 opening as part of a grand plan to open some 75 venues globally over that period. Along with growing the social entertainment platform, the company has focused on its sports training operation – with October's announcement of a 10-year-partnership with Major League Soccer to grow the number.

The move to more technology-enhanced experiences for entertainment customers is a distinction in the re-emergence of both social entertainment and eatertainment.

(Editor's note: Extracts from this blog are from recent coverage in The Stinger Report, published by Spider Entertainment and its director, Kevin Williams, the leading interactive out-of-home entertainment news service covering the immersive frontier and beyond.)

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About Kevin Williams

Along with advisory positions with other entrants into the market he is founder and publisher of the Stinger Report, “a-must-read” e-zine for those working or investing in the amusement, attractions and entertainment industry. He is a prolific writer and provides regular news columns for main trade publications. He also travels the globe as a keynote speaker, moderator and panelist at numerous industry conferences and events. Author of “The Out-of-Home Immersive Entertainment Frontier: Expanding Interactive Boundaries in Leisure Facilities,” the only book on this aspect of the market, with the second edition scheduled for a 2023 release.

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