For Family Entertainment Centers, the mission is constant: innovate or risk becoming irrelevant. One FEC, let’s call it “Center City FunPlex,” was facing this exact challenge. Their traditional attractions were showing their age, birthday party bookings were flat, and footfall was stagnating. They needed more than a simple refresh; they needed a revolution.
They found their answer in a comprehensive “Active Game Experience.”
This wasn’t just one new arcade cabinet. It was a complete overhaul, installing a suite of interconnected, high-tech, physically engaging game rooms. Think interactive LED floors, reaction-based climbing walls, and team-based laser mazes. Within six months of launching this new wing, their overall venue revenue was up by 30%.
How did this happen? The 30% boost wasn’t magic; it was a strategic result of three key factors:
- A New, High-Margin “Anchor” Product: The FunPlex introduced the “Active Game Experience” as a premium, timed-entry ticket. This new attraction didn’t just replace old revenue; it created a brand-new, high-demand stream. Because the experience was so unique and shareable on social media, it commanded a premium price point that customers were eager to pay.
- The “Premium Party” Upsell: Birthday parties are the lifeblood of any FEC. The Active Game Experience became their new “Platinum” party package. It was an instant upsell, offering a novel, structured group activity that parents couldn’t replicate at home. Party bookings surged, and the average revenue-per-party increased by over 40% as parents flocked to the new, exciting option.
- Increased Dwell Time and Concession Sales: Active games make people thirsty and hungry. The FEC reported a significant and direct lift in food and beverage sales, particularly in high-margin items like drinks and snacks. Families stayed longer—playing the games, then heading to the cafe to rest, refuel, and compare scores.
This 30% boost wasn’t just a temporary spike. It was a sustainable shift, proving that investing in a high-energy, social, and tech-forward “Active Game Experience” is no longer a luxury—it’s the new blueprint for FEC profitability.
