The virtual and augmented reality market is expected to expand dramatically by 2020, making it one of the fastest-growing industries. Despite this success, many consumers are still are still unwilling to pay the high cost of owning the equipment. While VR arcades pose a solution and are a growing market, most users only stay 1-2 hours during infrequent visits.
Online surveys and in person interviews revealed that even regular gamers do not go to arcades frequently nor do they stay long when they do visit. Despite this, they are still willing to spend a moderate amount of money to play and eat with friends as a social outing.
Through the competitive analysis below, I found that what seems to be missing from these competitors is a plan to continue to keep customers engaged and give them an incentive to return. In addition, none of these are targeted towards gamers/users who may be quite interested in VR but have not been specifically marketed towards and are continuing to just game at home.
• The price points across these competitors are mostly time based. Some of these range from a straight forward system to one of many options.
• The majority do not have a mobile component, thus leading to any sense of community and technology at play outside of the actual game to be nonexistent
• While users with headsets have the convenience of VR in their living room, the buy in point is high, especially if the user is a casual gamer.
Additionally, the appropriate space to experience these games to the fullest is missing.
• Most of these competitors offer alcohol.
• These competitors seem to cater specifically to casual gamers/ millennials who tend to go out to bars. They seem to be trying to fight for more of that market share.
• Only Dave & Buster’s offers a rewards system for continuing to interact with their application and this is lacking in other area
In conclusion, what seems to be missing from these competitors is a plan to continue to keep customers engaged and give them an incentive to return. In addition, none of these are targeted towards gamers/users who may be quite interested in VR but have not been specifically marketed towards and are continuing to just game at home.
The personas for Novus where created using the assumed target demographic along with the survey information. While most participants played games to some degree daily or often, the classification of gamer they describe themselves as were split between Casual (being the largest group), Competitive, and Hardcore. With this knowledge, I derived personas with varying degrees of interest in gaming.
USER EXPERIENCE STRATEGY
The Novus app had to be engaging and give users incentive to return to the arcade and stay longer. Offering points for time spent playing at the arcade and offering discounts for leveling up with animations would potentially keep customers engaged with the app, staying at the arcade longer, and visiting more frequently.
The interior for Novus is dark and the app would be used on location so the interface needed to have a dark theme to reduce eye strain and be used comfortably in the dark environment. It should also invoke the feeling of playing a game to keep the users engaged which can be achieved with playful animations.