GameWorks Focuses on Esports with Expansion of Lounges in All Venues; Forges New Casino Industry Partnership
GameWorks, the US-based owner and operator of gaming-related venues across the country, is expanding its esports emphasis. GameWorks has organically evolved from arcades games to video games and now, esports leadership, by virtue of its venue offerings. GameWorks has been offering esports for a long time, before it was technically and officially designated an “esports” industry. Its guests have always been seeking different gameplay options. When CEO Philip Kaplan joined the company in mid-2018, he knew esports was a key market opportunity the Company had to further pursue. Today, it is a significant focus of GameWorks’ future growth plans.
To further its esports emphasis, GameWorks recently announced that by the end of Q1 2019, all of its venues will be fully equipped with esports Lounges. Currently, GameWorks locations already operating esports Lounges, include Las Vegas, Denver and Seattle. The rollout of Lounges includes those coming to Chesapeake, Va. (Norfolk/Virginia Beach); Schaumburg, Ill. (Chicago); Minneapolis, Minn./Mall of America; and, Newport, Ky. (Cincinnati). GameWorks designs, plans and operates its esports Lounges, incorporating the latest equipment, games and technology. The Company considers this to be a core expertise and proprietary offering.
With its modern, high-tech and high-touch eSports Lounges, GameWorks creates an atmosphere designed to specifically cater to gamers. In fact, the esports Lounges were created by GameWorks with the gamer’s comfort and optimum performance in mind. Each full-service, premium GameWorks eSports Lounge is equipped with, on average, 20-40 PCs and consoles and an extensive library of approximately 100 of the most popular video games, which is continuously updated. Players can engage in play with one another casually or participate in any of the estimated 200 tournaments held at GameWorks’ locations monthly. With Lounges open in every venue, eSports teams, leagues and game publishers can host tournaments in all time zones. Oftentimes, these events are streamed onto live streaming platforms such as Twitch, providing connectivity with many other gamers in real time.
Esports Lounges at GameWorks typically accommodate up to 100 guests, and feature multiple personal play stations and several large couches, providing ample, comfortable seating for gamers and spectators alike. To further enhance game play, guests can order food and drinks from GameWorks’ new Modern American restaurant, The Works Kitchen at GameWorks, which are delivered directly to their seats. The Works Kitchen at GameWorks’ diverse menu includes an upscale food offering that takes a contemporary approach to traditional favorites across a large variety of appetizers, handhelds (specialty burgers and sandwiches), salads and desserts. Opened only since October 2018, The Works Kitchen at GameWorks has already been very well received by guests, and is quickly becoming recognized for its infamous Works Burger and extraordinary, mouth-watering milkshakes, among other specialties.
By offering the guest the chance to play esports, order food and drinks from its new, eclectic restaurant right to their seats, and to also play arcade games, if they choose, GameWorks is delivering the ultimate entertainment experience. Every type of gamer, from novice to casual to professional, will find gameplay they enjoy at GameWorks.
GameWorks’ New Partnership with SCCG Management
GameWorks recently announced its new partnership with SCCG Management, a casino industry management consultancy firm. Together, their goal is reportedly; “to bring venue-based, peer-to-peer wagering esports Lounges to casinos nationwide,” and additionally to; “offer casino operators an opportunity to seamlessly introduce esports to their guests, allowing them to compete in esports games of skill while also enjoying an upscale culinary experience,” which would leverage the new restaurant concept and eclectic offerings from The Works Kitchen.
Going hand-in-hand with this new partnership is a new concept for esports venues; ‘Play by GameWorks’. This ambitious venue design; “is a distinctive opportunity that allows players to add skill-based, peer-to-peer wagering and custom betting capabilities to a variety of popular PC and console games. Each 10-12,000 square-foot Play by GameWorks esports Lounge will boast 20-40 PCs and consoles and an extensive library of approximately 100 of the most popular video games, and the ability to run significantly larger tournament events.”
The decision to incorporate betting capabilities comes after a major US Supreme Court ruling in mid-2018. This ruling effectively legalized sports gambling in the country, overturning a long-term ban which had also applied to esports.
Building the Ideal Esports and Gaming Venue
With a huge and increasing rise in both popularity and profitability for the gaming (and esports) industry; GameWorks is seeking to capitalize on a market which currently takes place in the home. After the golden age of the arcade, gaming increasingly moved into the home with the emergence of video games. However, with the rise of esports, companies have a new opportunity to bring gaming back into the public space. GameWorks appears to be capitalizing on this opportunity to the best of its ability already by incorporating all facets of the ultimate entertainment experience to create the perfect recipe: esports, the latest and most in demand arcade games and innovative food. Certainly, the company looks set to lead the way in this field through 2019 and beyond.
It remains to be seen exactly how GameWorks will integrate gambling capabilities through its newfound partnership. However, this is undoubtedly an exciting time for the company. If GameWorks continues to capitalize on the growing popularity of esports, it seems likely that their recent efforts towards expansion will pay off. There are currently seven GameWorks venues; located in the cities of Denver, Las Vegas, Seattle, Norfolk (Chesapeake), Cincinnati (Newport), Minneapolis (Mall of America – Bloomington), and Chicago (Schaumburg).