Virtuix, creator of the “Omni Arena” virtual reality esports attraction, shared data from over a million plays that reveals that esports drives repeat play at FECs and attracts a new audience of gamers that may not be visiting the venue today.
Omni Arena is a full-body, competitive virtual reality attraction for up to four players. Motion platforms inside the attraction enable players to walk and run around inside video games.
Omni Arena includes ongoing weekly and monthly esports contests organised by Virtuix. The top ten teams each month win over $5,000 in cash, and the total prize pool for 2020 is more than $100,000. Cash prizes attract guests and stimulate them to play again and again. Of all nationwide plays by Omni Arena players with a user account, 32% are repeat plays. And repeat play increases over time: at Omni Arena’s earliest site, Pinballz in Austin, Texas, the repeat-play rate has risen to 44%.
“Our data shows that esports contests are resulting in incredible repeat-play rates,” said Jan Goetgeluk, founder and CEO of Virtuix. “Some of our top players have played over 70 times in less than six months, paying $12 or $15 per play.”
In a player survey filled out by nearly 5,000 Omni Arena players, 43% report they visited the venue specifically to play Omni Arena. This result indicates that an esports attraction can function as an anchor for FECs and attract an audience of gamers who may not visit otherwise.
“Esports attracts gamers who usually don’t visit an FEC,” continued Goetgeluk. “Ultimately, high repeat play and new customers result in increased revenues for the operator. At our top sites, Omni Arena generated over $30,000 in revenues in December alone.”