Retail & Leisure International - Let the games begin

Kevin Williams, founder and Director of out-of-home leisure entertainment consultancy KWP Ltd, offers his observations on the application of the latest entertainment technologies as they promise to offer the hospitality scene a new revenue stream to develop, based on the latest technology

The out-of-home leisure entertainment (OHLE) sector is the up-and-coming revenue stream to the hospitality scene. Shedding its older arcade parlour image, the market has cut its cloth to suit the expanding leisure entertainment needs of a changing audience as they migrate away from the consumer home entertainment alternative.

The slow-down in popularity of home game software (also known as consumer gaming), has acted as an impetus to the hospitality audience that is leaving the sedentary home gaming scene for something new. Amusement sees a growing interest in its product, which offers something more than it has offered before - 'Unachievable@Home' being the new mantra promoted by KWP and spoken by developers.

The retail and leisure scene has adopted many of the applications of the home scene to create the best atmosphere for their environment. The creation of a new style of entertainment system for the OHLE scene has seen the borrowing of technology and application from the refreshment-vending sector.

Vending elements applied to the latest entertainment technology see the adoption of 'connectivity' (such as broadband constant communication) that allows the manufacturer to be as intricately involved in the operational requirements of the hardware as the actual facility management. The use of 'telemetry' in the vending scene enables constant connection with the machine to judge operational activities, stock and transactional data.

The ability to open a link with the machine means that other forms of payment can be employed to purchase goods. Cashless amusement describes the use of credit cards to pay for the gaming experience. Technology based on the connectivity achieved with broadband networking allows micro-payments to be collected from the credit card. Along with credit cards, certain manufacturers are also looking at the activating of payment to play from mobile phones, with systems already in operation in Japan. Also from Asia, manufacturers are looking at Radio Frequency Identification (RFID), special tags that can transmit data and achieve payment (similar to the new swipe cards used in the London transport network).

Expanding on the success of the established mechanical 'amusement with prizes' (AWP) machines, (the mainstay of the majority of public houses and clubs), the technology of the video amusement scene has migrated into the skill-based gaming scene to create the 'skill with prizes' (SWP) category - video amusement ranging from trivia to mini-games that offer instant financial prizes for skill.

One of the largest of the operator/distributor firms, Leisure Link, through its interactive medium division Inspired Broadcast Network (IBN), has developed its own SWP touchscreen platform with the 'iTbox'. In a relationship with leading bar chain Wetherspoons, Leisure Link has seen this chain and others sites install over 3,000 units, offering up-loadable gaming.

The ability to pull other forms of communication technology into the gaming experience has seen mobile phones being targeted with a new generation of systems. Certain new Broadband-enabled systems include the latest Digital Jukeboxes that provide music direct to the phone and MP3 player.

Hotel application for more advance vending negates the need for manned kiosks, with the use of credit card payments meaning that, rather than just snacks, higher margin products can be vended, such as printer cartridges, disposable cameras and mobile phone SIM's, while amusement can offer much more expansive experiences with the application of higher prices.

The Felix Group, with its 'Everyone's a Winner' entertainment-based sales promotion kiosk has created a system that presents an entertainment system, but also interacts with the venue operator's and can promote particular special offers through a prize payout voucher system. With the linking of the system to a central database of available prizes and special promotions, the kiosk has become a versatile revenue stream and helps to move particular product lines.

The bar and restaurant scene has become a battleground for the application of OHLE technology. One of the most successful video amusement pieces in the field has been the Golden Tee golf product. Not because of some amazing interface or starling graphics presentation, the machine has seen worldwide penetration of over 30,000 units because of a popular prize tournament capability supplied by the system.

Manufactured by Incredible Technologies in the United States, the system has developed a connected tournament infrastructure that enables players to play against like-minded individuals for the opportunity to win an accumulated pot. In doing so, the gathered players don't just fill the coin-box of the machine but also buy more drinks and food at the venue. The company has expanded the infrastructure with the latest version of the system. 'Golden Tee LIVE!' is a major step forward with the application of credit card and special player account payment systems.

The product has competition from America with the development of 'PGA Tour Golf Championship'. Based on popular consumer game content, it has been developed to supply the same prize tournament element, but expanded with the durability of a familiar gaming environment. Developed by Global VR, the game has been built to be part of a supported tournament infrastructure with the company's other projects, such as its 'Need for Speed: Underground' driving game. Employing the prize tournament element, the products also incorporate a ViP card system that allows player details and customisations to be stored for the next game.

The use of special player ranking and data entry to be able to collect prizes allows the manufacturer to create elaborate 'Internet ranking' infrastructure, and for the players to customise the playing characters and persona in the games. This level of guest relations offers a vast wealth of detailed information on buying habits and preferences - marketing data many facilities and hospitality product providers would kill for.

The development of amusement systems that suit the requirements of a much more sophisticated audience has been carried across into the physical construction of the machines. The development of 'entertainment furniture' has been demonstrated by companies such as Sega, which has created the 'CashCube' system, with its maximum £40 payout, which offers video amusement SWP using the latest video game hardware. The cabinet is specially designed to sit within the restrictions of the bar and public house environment.

The final element of the hospitality scene that is being touched by the new elements of OHLE technology is the leisure and fitness sector.

The 'Unachievable@Home' element of the new thinking brings interactivity to the elements of fitness and health. The development of 'physicality' to the interactive experience has seen in-home products such as 'EyeToy' become a million-unit seller for the Playstation 2, but this technology actually has its origins in the amusement sector. A leading developer of the physically compelling interactive games experience is Visual Sports Systems and its 'Real Sports' platform. Offered a projected screen and detailed sports game package, the player actually plays against the on-screen action, hitting balls or kicking them in lifelike sporting action.

It is expected that this technology will be expanded to embrace connectivity and personal player details so that an interactive exercise résumé can be linked to personalised player fitness profiles. The use of networked system will have individuals compete, not just against themselves or a computer-controlled opponent, but also against other players in other facilities. A natural progression is the inclusion of competition and possible prize-based tournament interaction.

It will be the mixing of physicality, connectivity and personalised gaming experiences that will see the greatest evolution in the OHLE scene. An evolution that will shape the hospitality scene and the particular franchise that deploy them.

Kevin Williams (KWP@thestingerreport.com ) is a veteran of the out-of-home leisure entertainment sector, specializing in the design and development of entertainment systems. He is the founder and director of the industry consultancy KWP Limited, which focuses on Market Analysis, Research & Development and Marketing. His expertise emanated from past experience in the global video amusement and hi-tech attractions industry including top management and design posts as well as an Imagineer with The Walt Disney Company. KWP also operates the much talked about industry eNewsletter: The Stinger Report (www.thestingerreport.com ).

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