What arcades can teach us about the future of esports

GameWorks is a chain of location-based entertainment venues featuring a wide array of video game arcades in addition to full-service bars and restaurants. There are currently seven GameWorks venues throughout the U.S, with the re-opening of the chains' flagship store in Las Vegas, NV. They also have GameWorks’ esports Lounges fully furnished with the newest games, the biggest titles and the best tech to maximize your gameplay experience. The company recognizes the importance of esports and has also helped make Las Vegas a gaming and esports mecca.

So we were excited to speak with Philip N. Kaplan, CEO of GameWorks. He recognizes that as an established leader in gaming and entertainment, GameWorks is well-positioned to capitalize on this burgeoning space.Like what you see? Subscribe to our newsletter and podcast.

Here are highlights from the conversation, lightly edited for clarity.

The truth behind esports current phase of growth

“It's interesting when markets have phases. And when a product is mature, everyone knows what the product is. Esports is a very early-stage market. You've got a huge audience of people that have been playing, but you've got a much larger audience that is saying, ‘What is it?’ We are at the market education phase so a lot of our approach has been to say, ‘Hey, come and play,’ and make it friendly. And as I'm out telling the company's story, I'm really trying to be inviting and tell people what esports is and really be an advocate for the category.”

“There’s this entertainment industry problem in general. You've got this model of a lot of options for how consumers can spend their time on entertainment. So when we think about marketing, we're not thinking about competing in the sports category. We're thinking about why is the consumer coming to GameWorks versus going to a movie, bowling, taking a walk in the park, or going to the beach. We tried to create events and promotions and then just make them compelling as specifically as possible around an esports event, an audience, or an arcade.”

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This episode was hosted by Jamin Warren. Music was provided by Lusine.

Twofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CEO Jamin Warren speaks to experts at the intersection of games and marketing about how video games and other forms of interactive entertainment are more relevant than ever—in culture but also in business. We cover how marketers, agencies, and brands can dive into the world of games.