Bandai Namco Amusement Europe Introduces Flexible Theming For Amusement Centers

LONDON -- At one time, just offering the latest and greatest games was enough to attract customers to an amusement arcade. Times change, and new games alone may not be enough to attract players. To add pizzazz to amusement centers, Bandai Namco Amusement Europe Ltd. has created Dynamic Flexible Theming.

The "dynamic" part is perhaps the most interesting aspect, denoting themes that can be changed very quickly to refresh a location's look. According to BNAE officials, the new concept allows amusement centers to re-theme and reinvigorate a location almost overnight in a way that will create a sense of excitement for regulars and first-time visitors.

The concept is relatively simple. There are focused areas within arcades or larger family entertainment centers specifically designed for re-theming; the remainder of the venue is designed to blend in with future themes. Among the changes dynamic theming entails are lighting design and interactive sound that can be run in multiple modes.

"We have been tackling various design solutions in high-frequency public spaces all over the world. We understand the intricacies of it and came up with something amazing," said Darius Kaskelis, a BNAE entertainment project development representative.

To appreciate the concept behind flexible theming, think of the change of a department store's window applied to the interior of an entire location. Another example could be found in bowling centers that offer disco and other attention-getting themes at regularly scheduled times. The re-theming concept allows operators to benefit from the so-called "Christmas effect" multiple times a year to boost revenues, Kaskelis explained. The Christmas effect is one in which consumers have a sense of occasion regarding a venue's design.

"We are confident we are the only company actively involved in this concept, which we created in house," Darius told Vending Times. "This interior solution will not only increase the volume of regular visitors, but also help operators promote and market various merchandise and services with massive exposure. This is the best possible solution for stationary operations to help keep local customers constantly enchanted."

BNAE will exhibit its Dynamic Flexible Theming as a service at November's IAAPA Attractions Expo in Orlando, FL. For additional information, or to request a meeting with Kaskelis during IAAPA, email sales@bandainamco.co.uk.

PHOTO:Entertainment development expert Darius Kaskelis will be at the IAAPA Attractions Expo, taking place Nov. 15-18 in Orlando, FL, to explain and demonstrate Bandai Namco's Dynamic Flexible Theming.