Simulators have, in the past, been a product that only larger locations could handle, but thanks to developments in technology this is now changing. Helen Fletcher spoke with two of the main players in the sector, FX Simulation and Simuline, to find out more

For many locations simulators act as a very effective crowd-drawing machine – a casual ride that attracts all ages and types of customers from children to teenagers to middle-aged adults.

There have been some great technological developments in the world of simulators and one of the biggest breakthroughs, according to Alan Fleming of FX Simulation, has been the two-seater simulators, as apposed to trailer-mounted 14-seater simulators, allowing venues like shopping malls and arcades to benefit from the product on a regular basis.

“Every square foot has to earn,” he said. “Especially in a high profile place like the Trocadero (an entertainment and shopping centre in London, UK), so the size is important. We worked hard to keep our footprint to a minimum with the X2.”

Steve Kim of Simuline adds to this, saying: “When simulator costs were high they were mostly built for large venues such as very high traffic indoor theme parks. It was the only way reasonable returns could be expected.

“In the past one or two passenger simulators that were prevalent in the late 90s and early 2000 did not have the right motion cuing schemes and were too expensive to generate profit.

“However, as technology improved and costs came down, the smaller simulators could be profitably installed in single locations and smaller game centres and FECs. This is why the industry has seen success with several products including our Cycraft and MiniRider ll simulators, which feature motion-based interactive games.”

In saying that, Kim does feel that motion effects are maximised when the motion is large and Simuline strongly feels that with current technology and prices, larger simulators with large motion can still be very profitable earners that provide the customers with the most exciting experience simulators can offer.

“Our new product, Giant Rider, has a six degrees of freedom inverted motion platform with more than three times the motion stroke and four times motion speed than the MiniRider ll and can hold six passengers,” said Kim. “It is a product that combines the thrill of dynamic theme park rides with virtual reality simulator technology and can take the rider through the most exciting virtual make-believe world.”

Customers may enjoy the thrill of the ride that simulators offer, but how profitable can they actually be for the operator?

“Our simulators are profitable in all the sites they are located in,” said Fleming. “We operate 15 ourselves and have the income figures to prove it. Like any operator knows, the income fluctuates depending on when payday is, what the weather is like, even what’s on at the cinema has an effect on income.

“It also depends on the frequency of visit by the customers; in a shopping mall for example, you’re likely to go there once a week. A bowling alley is every six weeks and a museum could be once a year. In the museums the simulator may not take a lot of money but will be a constant income for years. In a shopping mall the regular visitors will get bored of the rides after about a year and if you don’t want the income to drop you have to change the rides.”

When asked where they see the simulator business in five to 10 years, both Fleming and Kim see the business diversifying into different areas and markets. “Simulators will continue to be used for different purposes and in increasingly, in different ways,” said Fleming. “Russia and the Middle East are major markets for the product and India has great possibilities.”

Kim adds to this, saying: “Numbers show that in general, Europe has a higher demand for simulators than the US. Japan is also very healthy but only for interactive simulator games in game centres. Korea is also a surprisingly good market for smaller motion theatres.

“I think it will be common to see one, or even a few simulator attractions in any large event or entertainment centre as well as game centres and single locations in the near future.

“The effectiveness of simulators in these locations is being proven as the prices have become more realistic. Operators have been disappointed in the past as the products were too expensive and ineffective and I think we will still have to work hard to convince them that the situation is now different,” continued Kim.