One of the most difficult things to scale up might also be the ESC Game Theater’s most interesting feature: the running commentary that makes every player feel like an e-sports star. That said, the $5 price is a minimal investment and Swidler says that theaters will hold tournaments to draw repeat players, competing either internally or with other locations. There, the theater will face the same problems as other location-based entertainment: difficulty balancing games that can attract both newcomers and hardcore fans, pressure to maintain a steady flow of new material, and building a foundation that will remain after the novelty factor wears off. “The vision really is to try and open dozens of these,” says CEO Todd Swidler. Blow-by-blow commentary turns an arcade game into a spectator sportīut ESC Games is looking for long-term commercial success in a way that most of these projects aren’t, with an unusually elaborate production.
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