Funworld JULY 2007

HOW TO

Increase Game Usage and Income

by Christina MacDonald

It seems the old adage “location, location, location” applies to everything—not just real estate—including game placement at family entertainment centers and amusement parks, where competing against thrill rides is always a tough win. To keep visitors from passing up the arcade, Fantasy Island Amusement Park in Beach Haven, New Jersey, ensures guests absolutely can’t miss the games by strategically placing their arcade and redemption games at the entrance of the park. And if by some strange occurrence guests do not play a round upon arrival, they are sure to spot the arcade from its second entrance. Margaret White, owner of Papio Fun Park in Papillion, Nebraska, finds it’s profitable to move her games around periodically. “Moving games to new places within the arcade makes guests think there is a new game in the building and that stirs up excitement,” says White.

White and Diane Vera, marketing director of Fantasy Island Amusement Park, share their secrets on strategic game placement and sought-after prizes for maximum game usage and revenue.

STEP 1 Offer Innovative Prizes
Vera says Fantasy Island offers guests more than 6,000 different prizes that are a far cry from the plush toy. Because the facility caters to families, winners of arcade and boardwalk games can choose prizes targeted to their interests. For example, middle-aged winners can bring home a selection of Lenox pieces whereas tweens or teenagers have their choice of sports paraphernalia, the latest video games, etc. Fantasy Island also capitalizes on its clever “Tiki Wheel,” which follows the same gameplay rules and objective as the popular “Wheel of Fortune.” However, prizes are island themed and guests have the chance to win beach chairs, coolers, or Boogie Boards—perfect for Beach Haven, a popular tourist spot known for its water activities. Fantasy Island also taps into the younger demographic by offering prizes that prompt kids to go onto an educational web site where they can adopt their own stuffed animals.

STEP 2 Pay Attention to Presentation
White believes presentation is key in attracting guests. She often clusters redemption and video games together at the end of the building so guests look in one direction and see the concentration of options in one spot. She also says game size plays a part in where they are placed; games intended to be played on many sides of the unit go in the middle of the floor (the “Cyclone,” for example). She warns never to place tall games in the middle of the floor, as they distract guests and hide smaller games.

STEP 3 Incorporate Interaction
Vera says the facility’s redemption games are among guests’ favorites because they feel they are getting something back. With close to 200 redemption games and 11 boardwalk games, she says the top sellers include “Dance Dance Revolution,” “The Crain,” “Balloon Water Race,” and “The Cat Rack.” She says the park introduced a basketball game she envisions to be extremely cost-effective because of its interactive nature and the newfound interest in sportsthemed games. Vera also says the park’s nostalgic redemption games are a great draw. “Grandparents and children alike love games like the ‘Tiki Wheel’ and ‘Frog Bog’ because they are both attractive and entertaining,” she says.

STEP 4 Analyze the Video Games
So we know video killed the radio star, but is the arcade at risk of extinction now that potential customers have more options than ever in home entertainment? White believes it is. “Kids aren’t drawn to video games anymore simply for the reason that they can play them at home,” she says. “Our redemption games are much more popular because they are something you can only play at a park.” Vera, on the other hand, says her park’s video games are still a major draw. “Our video games give players great prizes, and the redemption factor is something you can’t get at home as are the widescreen monitors that guests get to play them on.”