Game Room:
The Virtual State of Reality and Sega
by
Michael Getlan

Among the growing entertainment offerings that advancing technology is allowing, I find the most disappointing to be what is commonly thought of as virtual reality. Although introduced far too early in the mid-eighties, when the medium was considered a product in and of itself, the public perception has yet to catch up with the reality that for the most part VR is still only offering home computer software and adapted versions of old coin-operated games as content. Only a few companies are struggling to create new games for use in this media.

 The search for content has, of course, been the Holy Grail of all media arts. Adapting coin-operated game software, which the company Virtuality has done through licensing agreements with original manufacturers of such products, made sense because at least these software products, unlike home computer software, were designed for pay-as-you-go operation. Unfortunately, it was often a case of too little, too late.

 The home game software that is so easily adapted, is designed for pay first, play later, which is fine when the software is taken home to a home computer, but fails miserably to entice the average facility game player to continue to play, or try again. Virtual reality systems that depend on this type of software typically satisfy only the most transient of guests.

  Most virtual reality systems fail in a local market, where great game play is the draw for local players. That is why it is so important to customize equipment purchases to your local market and your own mix of guests. It is so important that manufacturers, skilled in the development of successful arcade pay-as-you-go software, design new and different game platforms for our local game rooms.

 Therefore, I am looking to the new Sega GameWorks for the answers to better game play – as opposed to anticipating, as many are doing now with apparent concern, their development as a competitor in the marketplace.

 I flew out to Las Vegas in early May to enjoy the opening of a competitor with tremendous marketing ability and a well of creativity to draw upon. The new Sega GameWorks Las Vegas is very impressive, requiring more than $25 million in investment and it is not coming to a neighborhood near you in the mega-format of the Las Vegas facility, unless you live in one of the few remaining major markets.

 Sega GameWorks will be opening many facilities, by their own admission, but most will be smaller game rooms in more realistic marketplaces. The exciting thing, in my opinion, is the possibility of new games and game platforms that GameWorks is developing for their own facilities.

 Almost all the games operating in May were standard Sega (and other manufacturers) games, although many were in deluxe configurations. There was one new platform working, of the three new platforms presently scheduled for this facility, called GameArc, and eight-player platform arranged in a circle with curved projection screens, surround sound, and networking capability.

 GameArc is waiting for custom software designed by GameWorks, so it is running the home game Descent at this time. This configuration will work for a while, in this most transient of markets, giving time for software to catch up to hardware development.

 Vertical Reality, another new platform concept designed to take players up a vertical structure, was not operating at opening. Neither was the "secret" room, designed by Steven Spielberg, which is several months away from opening. GameWorks Las Vegas also features a rock-climbing experience designed to increase the length of sty at the facility.

 Imitation being the greatest form of flattery, these new platforms, if successful, will undoubtedly spawn many new versions from other manufacturers. These should end up creating more exciting game play for facilities everywhere, although there will be a time lag before they reach the local level.

 This is very important for our industry, as these new platforms represent some of the latest innovations at this time. And innovation is the only thing that will keep our customers interested in what is now a seriously maturing industry.

 Sega GameWorks, which in word and deed is actively seeking to establish its role as a major player in the creativity game, will be forced to design and introduce new product concepts for its smaller facilities. Or perhaps the company will become just another arcade operator in its smaller markets. And, according to company officials, GameWorks seeks to revolutionize entertainment. I am glad someone is trying to do so.

 For that is what the industry needs; in a been there, done that world, our customers want something new. And I, like many of my fellow amusement operators, depend on the manufacturing segment of this industry to develop new products for my use and the enjoyment of my guests. The introduction and growth of GameWorks should be high on your list of things to watch. Stay tuned!