Boxoffice-November.1997

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November. 1997 61
height of 40 feet, depending on the skill of the
players. The chairs are quickly lowered to the
floor when players run out of ammunition or
are caught in a fatal crossfire.
Like Vertical Reality, Game Arc is for those
who like to test their reflexes, shooting at
simulated villains while sitting in a small car
mounted to a moving platform. Moving images
are projected on a large screen while high
fidelity sound creates the aura of battle in an
undeiground world inhabited by dangerous
quickly, Wilhoyte says the Smart Cards have
been found to increase per patron spending.
While Wilhoyte says there's no "average"
per-game price at GameWorks sites, the
money spent on higher-end games is fairly
steep. Motion simulated games like "Alpine
Racer" and "Hang Pilot" cost $1.25 and $1.50
per two-to-three minute game. "The Lost
World" costs $2 per player, but to play the
entire course from beginning to end might take
six or eight tries, and might therefore be costly.
SMART MOVE: A GameWorks patron uses a Smart Card debit card to go for anothier play.
aliens. With Game Arc, price is dependent on
how long one chooses to continue.
This
whole concept is very, very hot
today," states David Stroud,
GameWorks' director of new business
development. "We think there's a lot of opportunities
today with the investments the major
chains are making and the fabulous properties
they're creating." David Wilhoyte, director of
Sega City and Game Operations adds,
"GameWorks works well in places with a
broad entertainment mix including theatres,
retail stores and restaurants. The theatre chains
are an important part of that mix, creating more
of a total entertainment destination for consumers."
Some opponents of location-based entertainment
centers feel they create competition
for exhibition by eating up a share ofthe money
consumers bring to each location. Stroud says
that's not been the case. "At other entertainment
venues, where these components don't
exist, business has not increased as much as at
our larger locations. The more you offer people,
the more they're going to get out and enjoy
themselves and spend money. It's truly creating
a destination that is more than one stop in
an evening's activities."
At GameWorks facilities, all games are set
up to take "Smart Cards"—debit cards which
are purchased in advance. In addition to moving
patrons through the entertainment center
"Game Arc" costs $2 per play, while "Vertical
one of GameWorks" "premium"
Reality,"
amusements, runs $4 per game.
Besides the pinbaU, video and motion-simulator
games, GameWorks offers access to the
'Net via the "Internet Lounge." Patrons are
provided with comfortable chairs and laptop
computers where they can access an abundance
of different sites, chat rooms, or information
resources through specially-designed
web pages. At $2 for every 10 minutes, this is
a resource for those who are looking to send
an e-mail or do a little browsing. To make sure
those using the simpUfied system don't get
lost, an Internet consultant is stationed in the
room to answer any questions that arise.
S'
'
GW has ambitious development plans,
with a goal of opening 100 GameWorks
sites worldwide by the year 2,002. The
next GameWorks facility will be opening in
Grapevine, Texas this fall followed by Tempe,
Ariz, and other locations, including Rio De
Janeiro. While the more elaborate
GameWorks sites are being planned in high
traffic locations near large exhibitors, SGW
also is trying to establish partnerships with
smaller exhibitors through its Sega Cities division.
Stroud is in charge of setting up those
joint ventures within theatre complexes, which
range from installing a few amusement devices
to areas wholly designated for games.
"We examine and measure the proposed area
for the games, checking out the traffic flow,"
says Stroud. "After that, we provides assistance
in design and theming for the games, as
well as installation and maintenance."
While he's eager to increase business for the
company, Stroud acknowledges that not all
theatres are right for hosting Sega Cities. "If
we don't feel that the theatre has the right
design or is the right venue for our games, then
putting a lot of games in is iieally not a good
idea. When we visit the theatres, we try to
explain to [exhibitors] that
the games are a very important
component of their business.
We also like to make
sure they have the newest
and latest games and make
sure they are kept absolutely
clean, like everything else in
the theatres."
Stroud says revenues are
up at many of their joint vennires.
"We've really started
to dress them up and make
them a destination in themselves.
As a result, in some of
the districts we've gone into,
we've actually increased
game revenues 150 percent
district-wide." Wilhoyte
adds, "We've been successful
at improving the performance
of games in theatres
that historically may not
have been performers,
through careftilly selected
games and superior service.
We want to ensure that when
we do commit to a partnership with a theatre
or any other game operation venue, that we can
meet our mutual expectations for game earnings
and our ability to service their needs."
In keeping with their expansion plans, SGW
has just completed a new design concept for
Sega Cities. Wilhoyte says the size of the
facilities will remain roughly 6,000 to 8,000
square feet, but the theming will be more
decorative. "[The new concept] is colorful,
eclectic, dynamic. It's a theatrical, whimsical
environment, very different from the current
Sega Cities look, but very inviting. Again, it's
a combination of having a theatre and a highquality
game room with a lot of traffic."
Describing the strides SGW has taken in just
18 months, Stroud points to the three
GameWorks facilities that are up and running:
'To go ftx)m concept to design to installation
to opening was just a tremendous feat!" He
attributes that achievement to chairman Skip
Paul. "He's put together an unbelievable team.
I've never seen a team as smart, creative and
effective at realizing their goals, so I'm really
excited to be a part of this."
While he's guarded about revealing too
much about the company's future plans,
Stroud says, "We're looking at and involved
with a lot of different countries and are talking
to several exhibitors at this time. But no doubt
about it—there will probably be a Sega City or
GameWorics coming to a neighborhood near
you soon