10/12/06

“FUTURE PROOFING THE AMUSEMENT SECTOR! – Part. 1” (525)
How Amusement hopes to survive in a changing world

Amusement’s future… or its replacement!

Stinger REPORT Skinny!

(1/11/06) Posing a series of questions on the amusement sector’s future and the best way to survive it, the Stinger attempts to answer these questions:

(a) the nature of the industry's current evolution / revolution;

(b) what pressures, forces, and conditions are pushing this development;

(c) how you ultimately think the industry will be structured;

(d) what sectors will be the winners and losers;

(e) what ‘tools’ are available to move forward;

In this first part of a five-part occasional feature, the first question of the nature of the industry is addressed with some overview on the issues that drew the Stinger to present a view of a possible future.

Main REPORT:

As with many important ideas, they are usually dressed in clothes of humor.

It was recently suggested that rather than a seminar (and so saving an audience from an uncomfortable sleeping position), TSR should get across its feelings on what the industry of the next Twenty years will represent, if the industry will be recognizable to us now, as to the new developers in 2027?

Split into five areas of commentary, the Stinger has attempted to encapsulate its feelings and observations, with the added information on how best to survive this utopian vision. Please consume, cogitate, circulate, and criticize!

(a) the nature of the industry's current evolution / revolution;

KWP, the owner of TSR, has for the last five years labeled the current amusement and attraction scene under the catch-all description of the 'Out-of-Home Leisure Entertainment sector'. A name devised from work in consumer, Location-based and theme park entertainment -- a name however christened by the very market that stole our audience and borrowed our clothes.

But to create a new industry we have to divest ourselves of those components and garments that are unbecoming, tired, or just plain redundant.

The aspiration that independent single site arcades will once again populate the market is bogus. But that individual sites will operate the latest pay-to-play game systems has already come to pass. That taverns, sports bars and clubs (hospitality) would operate some of the largest numbers of video amusement and touchscreen systems is fascinating. Also that pre-1996 would be exceeded in sales, only for a short supply of new content to fill the need is equally amazing.

The argument is that what once we saw as amusement has fragmented; the new industries represent:

- EaterTainment

From current Chuck E. Cheese to ESPNZone and Dave N' Busters', the mixing of the drinking and dining experience with amusement hardware.

- Entertainment Anchor

From Bowling to Cinema, the use of amusement within these fixed experiences to offer another component.

- Mixed-Use Venues

The concentration of retail, restaurant, sports and amusement in a package for mall and retail.

- Amusement Theme Park

The future aspiration of the use of interactive attractions in compact locations offering theme park experiences.

However what amusement may have seen as their preserve, other industries see as opportunities for their own expansion. So the Hospitality sector sees touchscreen bar top and pool as theirs; the cinema sector sees new style mixed utilization of screens as expansion of their business; and the theme park industry sees all aspirations of new 'Big Box' amusement style attractions as their business.

All this without mentioning the growing danger that is the gaming scene; the influences that casino, online and location-based gambling and gaming will have on amusement are immense. Already the casino industry feels that prize tournament business is rightfully theirs and have tested the water on legal protection against amusement-run prize competition.

By the time we have funded enough association 'promotion committee' to work out how we should have been trying to promote ourselves, we may find others have taken our place!

The next part of this observational commentary will following in the next few days.