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LBX Collective

Brandon Willey

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The LBX Collective aims to inform and educate, create opportunities to connect with industry peers, and to spur collaboration, discourse, and cross-pollination of ideas in the location-based entertainment and experience industry. Join our online community at LBXGalaxy.com! Proudly sponsored by Intercard!
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode we start off debating the clawcade surge, asking where these crane-only venues work, when they fail, and how branding and location shape outcomes. Then we track major shifts across immersive free-roam, cinema–streaming tie-ups, leadership changes at big park groups, and the rise of…
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Investors should note that private event and party business in social entertainment venues now account for over 40% of revenue, driven by evolving consumer preferences from Millennials to Gen Z. Key sectors include mixed-use entertainment, socializing, and immersive experiences, with venues like Merlin, Gravity MAX, and Lucky Strike expanding their…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode, we unpack a fast-moving month for leading up to IAAPA: from our hidden speakeasy on the show floor to Give Kids the World charity runs to Meow Wolf’s digital twin strategy, a Dungeons and Dragons immersive quest, and the trade-offs between giant single-format builds and mixed-use …
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In this second part, the IAAPA Expo Europe 2025 highlighted key trends shaping the entertainment industry, notably the rapid growth of immersive XR technologies like projection mapping and body tracking, with active entertainment platforms expanding across FECs, hotels, and venues. The show underscored the gamification of racing, socializing, and a…
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Leading investors should note that the European amusement sector’s latest trade events highlight significant shifts toward XR, VR, and immersive media, despite slowing consumer VR adoption. Innovations like Hero Zone’s Terminator VR, SEGA’s interactive ride systems, and VEX’s non-headset XR platforms reflect a move toward longer-term, revenue-drive…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode we discuss the idea that amusement and location-based entertainment must think like transmedia businesses, using brand collaborations, smart memberships, and flexible programming to drive visits and resilience. Then, as we continue to dive into trends from tariff shocks to XR’s nex…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode, Clint Novak joins for a Guest Gab to discuss how to turn a “slow” season into a growth window with early Black Friday planning, smarter inventory, and signature events that bring families back. Along the way, we track market shifts, new attractions, and arcade releases, and honor …
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Leading investors should note a dynamic shift in the international leisure entertainment sector, marked by increased M&A activity, notably GENDA’s expansion into Western markets and strategic partnerships in Japan, alongside a resurgence of touchscreen game terminals and new immersive formats like dual- and screen-deluxe cabinets. The industry face…
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Leading investors should note a shifting landscape in XR, with Samsung advancing a high-priced MR headset targeting prosumers, alongside AR glasses leveraging Qualcomm and Google tech. Consumer VR faces slowdown, with delays and uncertain releases for Valve’s Deckard and Pimax’s headset, amid waning interest from AAA studios. Conversely, the locati…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode we explore how “legacy” can be leverage, not a limit, and why nostalgia only works when it fuels the next wave of experiences. From Disney’s soft attendance to Netflix House pricing, we break down what’s hype, what’s working, and what operators should adjust now. • leveraging legac…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode BW lays out the FEC Education opportunities at IAAPA Expo in Orlando and joins John Keys from Centeredge as they discuss how memberships become revenue engines. Then we scan global openings, preview new arcade releases, and share a simple, repeatable promo system that keeps guests …
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The September XR consumer landscape showcased a mixed outlook, with Apple notably absent of significant advancements in its Spatial Computing platform, disappointing supporters and causing a market dip post-event amid no new hardware announcements or substantial app support, signaling a slow start for their Vision Pro system. Meanwhile, Meta’s CONN…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode we challenge the LBE industry to build real education and standards while tracking major shifts—from Orlando softness and capital moves to AR sports, IP consolidation, and the line between tech promise and operational reality. Practical lessons emerge on spectatorship, repeatabilit…
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As autumn approaches, investors are eyeing the resurgence of Location-Based Entertainment (LBE), yet echoes of the 1990s boom and bust are unmistakable. Historically, large-scale urban entertainment centers and immersive attractions—ranging from early digital arcades to blockbuster branded venues—faced cyclical overinvestment and market saturation.…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode, we cover the deadline for IAAPA's Brass Ring Award submissions for the top FEC and LBE of the year award, a court decision that rattles waivers for minors, and why brand clarity matters more than ever for LBEs and FECs. We also call out a launch-day website miss, spotlight a smart…
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Sponsored by Intercard! Sponsored by Alan-1! Do the Beach introduces a brand new indoor beach-themed inflatable adventure park concept where giant sandcastle slides meet wipeout-style attractions in an immersive environment. Mike Whincup, COO of Do the Beach Franchising, takes us on a behind-the-scenes tour of their first location in North Port, Fl…
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In our second part, this report highlights key trends in retailtainment, focusing on immersive and social experiences within retail spaces. Notable developments include Immersive Gamebox’s expansion across the GCC via a franchise deal, and large-scale venues like Texas’s upcoming 150,000 sq. ft. entertainment center, opening in 2026. Growth is driv…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode we debate the value of exhibiting at trade shows, highlighting how companies must carefully evaluate their exhibition strategy and clear objectives before investing in booth space. • Making smart decisions about trade show participation based on what you want to achieve • H1B visa …
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In our first part, this report highlights the rapid growth of retailtainment, with major players like Frasers Group investing in leisure experiences such as VR, social gaming, and active entertainment to revitalize mall spaces and attract Gen Z customers. Abandoned department stores are being repurposed into entertainment hubs like indoor theme par…
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Sponsored by Intercard! Sponsored by Alan-1! On this week's episode we dive into the major news and developments from IAAPA Expo Europe 2025, explore LEGO's $270 million acquisition of all LEGOLAND Discovery Centers, and provide essential Q4 holiday promotion strategies. • LEGO acquires all 29 LEGOLAND Discovery Centers from Merlin Entertainment fo…
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In this second part, investors note London's evolving social entertainment scene, especially within Westfield malls like Stratford City. Key developments include innovative venues such as the sports-focused Bat and Ball, Gravity MAX’s multi-level theme park with VR and karting, and the new F1 BOX racing simulators targeting casual players. These of…
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Sponsored by Intercard! The location-based entertainment industry evolves as venues adapt to changing consumer preferences and adopt new technologies. Karting experiences shift from high-speed racing to slower, more accessible gamified attractions without helmets. • Traditional karting transforms with digital elements and e-karts to create more soc…
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In this first part, we look at London emerging as a hub for competitive socializing and social entertainment, targeting Millennials and Gen Z. Key developments include the integration of entertainment such as bowling, mini-golf, VR, and sports-themed venues within major malls like Westfield London. Notable concepts include All Star Lanes, PuttShack…
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Sponsored by Intercard! On this week's LBX Show, BW and friends discuss how the location-based entertainment industry shows signs of recalibration with a slowdown in new openings while established brands pursue ambitious expansion plans and technology integrations reshape arcade experiences. We review industry developments including Sega's leadersh…
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This second report highlights the rapid growth of retro social entertainment venues globally, including new "BarCades" and arcades across North America, Europe, and Australia. Key trends include a surge in diverse operators, the challenge of sourcing vintage hardware, and legal issues surrounding IP and emulation. Hospitality venues are integrating…
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Sponsored by Intercard! On this week's Sound Off with Kevin Williams we examine the evolving landscape of location-based entertainment, from terminology debates to financial challenges and technological innovations. The episode explores how traditional experiences are being reimagined through gamification, VR evolution, and the resurgence of mall a…
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Sponsored by Intercard! On this week's LBX Show, BW starts with News You Should Know and shares his experience at the International Adventure and Trampoline Park Association Annual Convention and IntelliPlay's reception of the Innovation Excellence Award. Then Kevin Williams dives into the latest openings and closings in the industry. • FastTrax op…
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This first part of the report highlights the resurgence of retro arcade venues driven by nostalgia and social engagement, targeting audiences from Gen Z to older enthusiasts. Key trends include the rise of established chains like Barcade and UK’s NQ64, alongside emerging brands such as Cobra Arcade and Continue Arcades, expanding through franchisin…
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Sponsored by Intercard! On this week's Sound Off with Kevin Williams we discuss how the location-based entertainment landscape is transforming as Gen Z abandons video games for social experiences, driving significant industry shifts and strategic acquisitions. Economic pressures, including tariffs and shipping challenges, force companies to adapt w…
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Sponsored by Intercard! On this week's show Brandon and Kevin join Rob Morgan, author of "Storytelling for Spatial Computing and Mixed Reality: The Art of Augmenting Imagination" and lead narrative designer at Wake the Tiger in London for a Guest Gab segment exploring the art of storytelling and spatial computing. • Shifting from VR to AR storytell…
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This second report looks at the rapid growth of “Sportainment,” blending active, immersive, and gamified experiences across venues worldwide. Innovations include AR-enhanced virtual sports, interactive projection walls, and hybrid venues combining traditional sports with digital technology, such as golf simulators, trampoline parks, and social dart…
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Asian influence continues to reshape the Out-of-Home entertainment landscape, offering lucrative opportunities through Japanese brands, IP collaborations, and innovative retailtainment concepts. Notable developments include Sony's strategic alliance with BANDAI NAMCO to leverage anime and manga IP, expansion of Japanese-themed venues like Round 1 i…
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Sponsored by Intercard! On this week's Sound Off with Kevin Williams, BW and Kevin explore the growing influence of "kidults" in the location-based entertainment industry and how their spending habits are reshaping business models. This demographic shift is forcing operators to rethink their attraction mix, F&B offerings, and overall venue design t…
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Sponsored by Intercard! On this week's LBX Show, BW dives into the latest location-based entertainment news including Ripley's new glow-in-the-dark mini golf at Icon Park and Merlin's rapid development of two new immersive experiences. Kevin Williams joins us for Open and Shut and Chuck DeMonte discusses the concept of value in attractions marketin…
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The evolving sports social entertainment sector, driven by "Sportainment" and SSE, is experiencing rapid growth through immersive active experiences like cricket, baseball, and soccer simulations. Key trends include venue expansions, innovative gamified sports tech, and strategic investments, notably in chains like SIXES, Batbox, and TOCA Social, w…
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Sponsored by Intercard! On this week's episode of Sound Off with Kevin Williams we explore how location-based entertainment venues are fundamentally mispricing their offerings, with inconsistent strategies for their attractions compared to their standardized food pricing approaches. • Significant pricing inconsistencies exist across entertainment o…
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The VR and XR industry is undergoing a significant shift marked by widespread hardware and content abandonment, driven by escalating costs and shifting corporate strategies. Major players like Meta, Microsoft, and Magic Leap are retreating from consumer-focused VR, with support for key headsets and IPs withdrawn or scaled back. Meanwhile, enterpris…
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Sponsored by Intercard! On this week's episode of The LBX Show we share new industry association partnerships and market developments during the traditional summer slowdown of the dog days of August. Kevin Williams, Adam Pratt, and Chuck DeMonte join host Brandon Wiley to explore the latest FEC innovations and marketing strategies. • Fun Across Ame…
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Sponsored by Intercard! On this episode of Sound Off with Kevin Williams we examine the industry's dependence on redemption games, questioning whether the FEC business model is vulnerable to potential regulatory or cultural backlash against what critics might call "kiddie casinos." • Most FECs lack viable alternatives should redemption games face r…
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Sponsored by Intercard! On this week's LBX Show, Kalyn New, VP of Product and Customer Marketing at ROLLER, joins us to discuss their inaugural 2025 Pulse Report that surveyed 2,000 attraction guests across the US, UK, and Australia to uncover what guests truly want from venues. • 90% of guests want self-service options at venues, aligning with ope…
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Sponsored by Intercard! On this week's Change My Mind segment, Kevin and Brandon debate how the entertainment industry fails to properly communicate experiences to guests, creating disappointment when reality doesn't match marketing promises, while economic headwinds further challenge the sector. • Poor guest experience communication threatens venu…
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Sponsored by Intercard! On this week's episode Brandon joins Kevin Williams and Adam Pratt for a special edition Guest Gab to discuss the upheaval by major brands in the entertainment industry as they struggle with financial challenges and shifting market dynamics. • Pinstripes faces bankruptcy protection with potential closure of all 18 locations …
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Sponsored by Intercard! On The Reveal, we pull back the curtain on DOF Robotics, exploring their journey from manual simulators to award-winning immersive experiences across 60 countries with CEO Bakut Baydaliev. • Tour through DOF Robotics' Istanbul headquarters featuring their creative lounge, academy, manufacturing facility, and design departmen…
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Our comprehensive review of IBE’25 highlights a pivotal shift in the XR landscape within the out-of-home entertainment sector, especially in bowling-centric venues. While VR’s prominence has waned, reflected by fewer showcases and diminished enthusiasm, mixed reality (MR) and gamified active attractions are gaining traction. Exhibitors like RacePar…
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Sponsored by Intercard! On this week's episode, Kevin Williams and Brandon Willey discuss the evolution of batting cage experiences, questioning whether "Batting Cage 2.0" concepts will succeed in the competitive social entertainment landscape. They explore how accessibility is the critical factor for success, with Home Run Dugout leading the pack …
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Sponsored by Intercard! On this week's episode BW visits Harkins Theatres' new FEC concept, Backlot, with a discussion on how theater chains are evolving to compete in the entertainment landscape. • Harkins Backlot in North Phoenix combines bowling, crazy darts, and arcade elements with subtle movie-themed design touches • The venue features an imp…
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Highlighting the surge in "Cinetainment," where social entertainment venues blend cinema, streaming IP, and experiential attractions. Major theater chains are investing over $2.2 billion to modernize with attractions like amusement arcades, bowling, and immersive social experiences. Companies like Es Vedra Cinemas are rebranding venues (e.g., Hooky…
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Leading investors should note a dynamic shift in the amusement and bowling sectors as 2024 concludes, highlighted by a surge in innovation, venue openings, and evolving revenue models. The International Bowl Expo 2025 showcased a pivot toward boutique, social, and experiential entertainment, with amusement manufacturers emphasizing tech-driven attr…
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Sponsored by Intercard! Kevin Williams and Brandon Willey explore whether traditional gaming facilities can thrive in our new social entertainment landscape, arguing that the solitary nature of gambling contradicts the social experiences modern venues aim to create. • Cinema chains like B&B Theatres, Evo, and Synergy are aggressively expanding into…
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Sponsored by Intercard! On this week's episode BW extends News You Should Know to discuss the new leadership at Dave & Buster's, the overuse of hyperbolic language to hype entertainment concepts, and the struggles of free-play arcades without strong monetization models among other topics. • IAAPA Foundation FEC Scholarship offers $2,500 to cover ex…
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