Bowling is evolving in new and interesting ways, writes Simon Liddle.
ALTHOUGH in some more established markets, bowling is no longer in its “boom” phase, globally it is showing tremendous resilience.
Bowling has particular significance for the coin-op industry because, traditionally, the two have gone hand in hand. Today, bowling complexes are complemented by ticket redemption and video games, as well as air hockeys, football tables and prize machines. It has also become an integral part of modern, large-scale family entertainment centre projects in many emerging markets – a dynamic new phase in the continued evolution of the activity itself.
The bowling market is developing in several distinct ways, highlighting both the longevity of the game and another clear trend, that of the shift towards family-orientated entertainment. There remain several mature bowling markets in which the game is a standalone or anchor attraction, although it is typically coupled with food and beverage outlets and a handful of gaming or amusement machines. New centres, however, tend to be geared towards either a high-end adult market or cater to families. In the former, bowling is being repackaged within stylish, boutique venues, such as Brooklyn Bowl in the US and now in London’s O2 venue, as a game to be played within a sophisticated bar environment. Said Terry Johnson of Brunswick: “The largest increase and most significant changes have occurred over the last few years and have seen styles and concepts move more towards entertainment and boutique-style environments. This is uniquely encapsulated in projects such as Brooklyn Bowl in London and Brooklyn Bowl Las Vegas that we have recently completed with great success.” In Russia too, where the closure of the gaming market resulted in a major gap within adult entertainment, lavish new bowling centres are opening to meet this need.
“Bowling operators are business investors,” said Cynthia Winterhalter, marketing and PR director at Switch International. “They need to get a return on each square metre they rent or own. So they require products that are attractive, easy to use and adapted to modern times. They require themes, attractive designs and user-friendly products which will help their clients enjoy the experience.”
For such venues, Switch has developed its VIP series, which she describes as the “perfect turnkey solution.”
Read the full article in the June issue of InterGame
