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technology

Westfield seeks to grow mall traffic with new large format multi-player gaming theatre

The ESC Gaming Theater at Westfield
The ESC Gaming Theater in action at Westfield

At the peak of holiday season 2016, one of the United States’ largest shopping malls opted for a new kind of tourist attraction. Westfield Garden State Plaza in Paramus, New Jersey, replaced the traditional lone-standing arcade game or low thrill ride with a one of a kind gaming centre.

Known as the ESC Gaming Theater, the 750ft room includes a roof-high cinema screen, a live emcee, concert grade surround sound, pulsing lights and 30 touch screens for an immersive multi-player gaming experience.

Designed to bring together friends and strangers alike, this ESC Game Theater offers solo or team play games for up to 30 players at a time. A series of about a dozen games on offer span approximately five to seven minutes and can be either collaborative or competitive, depending on the crowd. With the emcee providing an energetic string of live tips and running commentaries, the entire activity becomes somewhat of a sporting event. Live tournaments are even held periodically for prizes.

The ESC Gaming Theater at Westfield
The ESC Gaming Theater at Westfield

The fun is all laced into a strategy to reimagine the future of shopping malls as technology continues to rapidly expand. At a time where shoppers are not only increasingly moving online and to mobile to carry out both research and purchase, but seeking experiences over merely material items, brick and mortar venues need to reinvent the wheel to encourage consumers in and maintain them for as long as possible. Gaming and entertainment is a big driver.

Charley Delana, Westfield’s EVP of global brand ventures, said: “Westfield is committed to redefining the shopping experience by leveraging the latest in technology and digital entertainment innovation. We are thrilled to welcome ESC Games to Westfield Garden State Plaza and we are looking forward to giving shoppers the chance to be among the first in the world to experience the future of gaming and entertainment.”

Capitalising on a projected 18% annual growth in the video game industry in the year to come, ESC Games CEO Todd Swidler has thought about massive expansions both in the US and internationally. “The video game industry is experiencing explosive growth, and we see major opportunities for ESC Games to pioneer a new category that taps into that demand through our unique game experience and competitive tournaments. The possibilities are vast.”

The concept for this mall initiative was incubated by ESI Design. Founder Edwin Schlossberg is an innovator of all things game-design; he entered the scene back in the 1970s when his best-selling book series taught consumers how to play games on their run of the mill pocket calculators. Once again, he gives a technology facelift to a quasi-antiquated model.


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Editor's pick technology

The future of retail: Beyond stories told, to stories experienced

JCP_VR2

If you’d visited a mall housing a J.C. Penney store over the holidays, you may have been welcomed by a virtual reality experience that took shoppers on an immersive ride to the North Pole.

Created with marketing and technology agency Narrative, the “Twas The Flight Before Christmas” initiative was in place in four malls (one each in New York, Ohio, Arizona and Virginia), in a bid to grab consumer attention during the busiest shopping period of the year. It consisted of an Oculus Rift-based campaign where individual viewers could interact with reindeers and snowmen, as well as Santa himself, while a large screen was also set up for the rest of the audience drifting through the mall to enjoy.

Head over to Forbes to read my interview with Tricia Clarke-Stone, CEO of Narrative, on the reasoning behind this immersive tech experience and how it was designed to drive footfall into store and traffic to the checkouts.

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digital snippets e-commerce social media technology

Digital snippets: Matthew Williamson, Gap, Amazon, Instagram, Wanelo, Tinder

A round-up of the latest stories to know about surrounding all things fashion and tech:

MatthewWilliamson_Instagram

  • ‘Is it scalable? I think it has to be,’ Matthew Williamson head of digital on customer acquisition through Instagram [The Drum]
  • Amazon launches #AmazonCart (#AmazongBasket), a new way to shop without leaving Twitter [TNW]
  • Fashion world sashays to Instagram for brand-building [FT]
  • Wanelo profiled: like mall browsing, with a click [NY Times]
  • Meet the new wave of Tinder-like shopping apps [Fashionista]
  • Stylect, the Tinder for shoes, finds you a perfect pair [Co.Design]
  • Study shows prevalence of consumer ‘webrooming’; more people researching online and buying in local stores [AdWeek]
  • Tracking is dead: the next wave of wearables is context [re/code]
  • Millennial-focused marketers start to dig in to new SnapChat video feature [AdWeek]
  • Must see: colour-changing fabric uses heat sensitive technology to react to sound files and its surrounds [PSFK]