While the days of Mallrats might be over, there’s a new generation romping around in blocks of stores formerly known as malls, now known as “Collections” or “Places,” who expect a lot more mall technology. But it’s not like they’re saying, “hey, where are all the screens?!” They want actual experiences. And location-based entertainment is the buzzword.
They want places to be, not always things to buy.
According to a recent VentureBeat article, location-based entertainment is about people coming together to share in experiences. Innovation in this category is due for a millennial longing for the now-closed water parks and arcades, which were stunted by the advent of the internet.
But now, as online experiences have thoroughly integrated into the lives of millennials, they’re seeking refuge in the physical world — as long as that world is enhanced by well-designed technology.
Gamers Have Great Sway
I don’t say this to brag, but I’m proud to say my original story on eSports was one of the first in the industry on that emerging market. We know now that the eSports — or pro-gamer — market is something to take very, very seriously.
But even non-professional gamers’ needs should be highly regarded. Millennials on average spent 9,000 hours of their childhood playing games, and now some are even creating them.
Control Skills Necessary
Grouping these experiences into one place is the trick — which means integrators have to have particularly savvy control skills to keep up.
“Places like Area 15 combine retail, art, entertainment, and technology, falling ‘somewhere in the no man’s land between shopping mall and amusement park.’ Our organization, Two Bit Circus, is attempting to redefine both the arcade and the amusement park, with a 38k square-foot Big Top housing a variety of evolving, high-tech entertainment, along with a bar, food, and more to ensure that there’s something for everyone to enjoy. — VentureBeat
Location-based entertainment should be the mantra for mall and similar retail spaces. The key is to integrate inclusive, something-for-everyone experiences which trigger repeated visits.
