IAAPA EMEA 2024 LEARNINGS

As we wrap up another successful IAAPA EMEA, here are some key takeaways and insights on the future of interactive entertainment.

 

Throughout the event, it became clear that many operators are eager to integrate cutting-edge social technologies into their venues to offer fresh, engaging attractions. As guest expectations for social experiences evolve, staying ahead of the curve requires a commitment to diversifying offerings and delivering something truly innovative. Our new Social Replay product resonated strongly with attendees by meeting this demand. Not only does the instant play-back feature heighten engagement during the session, but the personalised highlight reel that is sent to guests' phones straight after acts as a powerful branded touchpoint that's primed for easy social sharing. With platforms like TikTok and Instagram driving customer behaviour, many operators were keen to explore how they could harness user-generated content to amplify their brand. Social Replay does just that and integrates seamlessly with both of our darts systems.

 

We also received invaluable real-time feedback on our latest game, Battlefields. As expected, the thrill of “obliterating” friends transcends borders, appealing to a global base. Sharing the ideation process behind Battlefields with operators reinforced the increasing importance of data-driven design. By analysing trends in our game's popularity around the world, we were able to develop a universally appealing experience. Venue operators are increasingly interested in using data to enhance their own offerings, from tracking player engagement to customising experiences. Our 501 Hub delivers on this need, providing operators with the tools to manage sessions, customise games, and access detailed reports, giving them complete control.

 

A prominent trend this year was the growing demand for adaptable solutions—systems that can be continually updated or reconfigured without the need for costly, large-scale overhauls. Whether running a single-attraction venue or a large family entertainment centre, operators want to invest in technology that is built to last. Our systems, from durable hardware to ever-evolving software and game offerings, are designed with longevity and flexibility in mind. Seeing this trend affirmed throughout the event underscores that adaptability is crucial to staying competitive in today's rapidly changing entertainment landscape.

 

Another key takeaway was the critical role that support and training play in ensuring the successful implementation of new technologies and attractions. Many operators voiced the need for ongoing training resources for their staff to fully harness the potential of interactive entertainment. We're pleased to have anticipated the increasing requirement for real-time, rapid and comprehensive support channels in our Customer Success team and the resources we have already built out, ensuring that every venue using our systems has access to the training and tools needed to maximise their investment.

 

IAAPA is always a reminder of how fast the industry evolves. I left the event with a strong conviction that the future of entertainment is more dynamic and engaging than ever. We're excited to carry these insights forward as we head to IAAPA Orlando later this year, with even more innovations to share.

 

- Jonny Powell, CEO