This final missive (until the turmoil of IAAPA and ATEI calms), now talks of place; rather than product or person.
Many have lamented the dwindling 'Independent' - 'Mum & Pop' establishments, others ruminate on the sterility of current themed franchises sites. But a few look towards a new 'Golden' future. 'Out-of-Home' (OOH) entertainment's greatest hour of decision is now upon us, and some visualize what might come to pass.
It is clear that even with broadband consumer connections, the limitations of network home gaming are apparent. The lack of a level competitive playing field, even with BB, still is cumbersome. Some players having to endure slower architecture, or lack the latest PC peripherals to keep up. Telecommunications limitations (price, duration, reliability) all factors in shoehorning network gaming onto a desktop or over inflated consoles. More over home network gaming is a solitary experience, no physical contact; so tantalizing when applied to chat-rooms, but so restrictive when involved in team gaming (see my last feature).
Enter the new amusement facilities and so the themed facility - designed from the start to be a network playing site. A concept that has been constantly envisaged and proposed, never to truly deliver.
The bloody stump of Gameworks' Internet lounge, Entertainment Stage Net@ or countless cyber cafés franchise litter this fledgling offshoot of OOH entertainment. The creation of a site with fast PC connections, or coin-operated terminals unable to fully sate the audience's appetite, fed on the latest 60fps, 10,000,000polygon extravaganza at home. The OOH equivalent has to be much more immersive - just to survive!
So the large entertainment corporations, personified by film and theme park developers, have thrown their caps into the preverbal ring. A need for a theatrical flair to the theory of a themed experience - in a retail box. The entertainment anchor to the current trend in shopping mall, and high profile retail areas.
This is much more than an amusement theme park (ATP), personified by SEGA's Joyopolis, or the NamcoLands of the mid-90's. No the OOH facilities now envisaged a truly dedicated entertainment environment.
The vision is for much more than a film ‘Studio 101' arcade. The new thinking behind the future of OOH, accelerated by the demise of the first incumbents to attempt to enter the ring. An evolution fueled by a change in player tastes, and a meeting of technology, price and performance. The second phase in OOH development is now able to commence.
In developing the concept of a totally enthralling themed facility, the actual installation is one corner of the pyramid. The second corner is the need for immersive gaming platforms that establishes the 'step-beyond!' needed to pries players away from next-gen consoles. Themed simulation attempting to correct the sidelined virtual reality, a destination to meet at and enjoy rather
Another corner is the theme, a mix of cinema and theme park, offering a cogent argument for repeat visitation, and a multiple flavor package offering as much or as little of the facilities options (rather than forcing a all or nothing menu down the guests throat). A site that is fun to be in - as well as fun to play in.
But the very point of the pyramid is the need for a totally enthralling game experience.
We are talking of more than just a good license - but a 'long-term' environment. Nicknamed the '48-hour game', an OOH facility experience has to be a concurrently running game, able to be entered at any time with scope to support the worse or the best player.
The game literarily becomes the facility!
Designers talk of a multi--level player experience, players from the ‘twitchers' in their simulator pods, to the ‘dinners' in the facilities bar and restaurant viewing (and participating) in a constantly running game - like generals looking over a campaign.
A new higher level of game experience emerges when this style of environment is considered. Consideration of in-site competition for financial gain (site gambling on player and team outcome) a concept only touched on by conventional coin-op tournament play. '48-Hour' gaming ushers in a cinema feel to a game, with all the corresponding merchandising and back-story financial opportunities.
In reality the best way to look at these games are as if the players are making the experience up as they play. The facility like a football stadium only offering a great place to play. And unlike laser-tag, the whole gaming experience can be totally reconfigured at the flick of a switch, and new software.
At present there are only a handful of properties that could embrace the opportunity that OOH gaming offers. Properties comprising the needed depth to enthrall (Star Wars, Star Trek, Star Ship Trooper etc). However the emergence of the first cyber-sports facilities such as NASCAR Café, Silicon Speedway and ESPN Zone, point to the future. These sites use Motor sport scenarios, being an easy environment of competition to emulate. Compared to the full on OOH experience.
These themed competitive sites however do offer a glimpse at the future and the opportunity ahead.
- ------------------------------------------------------------------------
Kevin Williams
Business Development Director
INSKOR Entertainment
Tel: +44 208 222 9700
Email: kwilliams@inskor.net
Web: www.inskor.net
