Latest news with #Puttshack
Daily Mail
20-05-2025
- Business
- Daily Mail
Topgolf founding twins bring AI to the pool table with launch of new venture Poolhouse
Steve and Dave Joliffe are an overlooked British success story. The twins launched Topgolf in Watford in the 1990s, growing it into a worldwide business before selling it to golf brand Callaway in 2020 for $2billion (£1.5billion). The twins, who eschew most media and are rarely pictured, were among the first to marry sport and hospitality in a 'competitive socialising' venue, now ubiquitous in towns and cities globally. In the US, off-course golf activity now outranks on-course activity in the US, of which Topgolf has an 85 per cent market share. They have gone on to replicate Topgolf's success with mini-golf operator Puttshack. Now, they're using the same formula to bring the centuries-old game of pool into the 2020s, with the launch of Poolhouse. Joliffes are a 'two for one deal' Andrew O'Brien, chief executive of their new venture Poolhouse, calls the Joliffe twins geniuses. The former investment banker turned investor met the twins at the launch of F1 Arcade - a simulation racing experience - where he sits on the board. While the Joliffes differ in their specialisms - one in engineering and the other in business and tech - O'Brien says they're a 'two for one deal in terms of processing power'. One of their guiding principles for their businesses has been targeting non-players. They've effectively taken a Nokia 3210 and created an iPhone. 'For Topgolf, for ladies to go in dresses and high heels on a Friday evening, having never swung a golf club and have a brilliant time… they delivered that,' says O'Brien. 'Similarly, they identified a bit of a tired sport, which in our view needed a refresh. 'What can we do to create an environment that is welcoming and draws people in to want to come and play again and again? That's what they did with Topgolf and Puttshack.' Pool's longevity as a game and the growing number of players in China make it ripe for innovation. 'This one, in my view, is probably [the Joliffes'] best concept yet,' says O'Brien. 'They've effectively taken a Nokia 3210 and created an iPhone.' What is Poolhouse? As with Topgolf and Puttshack, the twins are appealing to non-players and will use AI to work out a player's ability before creating an 'equalising mechanism'. 'One of the key challenges I think that snooker and pool and billiard games face is that if you've got people with different skill sets, it's almost impossible to try and utilise those skill sets so that it's fun for both players,' says O'Brien. At Poolhouse, players will still have their usual balls and cues, but projectors in the ceiling will beam down on the pool table, a canvas for plenty of advertising opportunities, too. The team has already built five games, which are in a trial period, with more to come. They've brought in former pool and snooker champions to test how they might work. So far, so good, according to O'Brien. 'Some of the ex-professionals would pop one shot and then mindlessly walk around the table to pop the next shot, where they're perfectly positioned. 'But the tech will block them, or take the ball out of play so they start having to look at more difficult shots and other options.' It doesn't seem much fun for the better player who'll face hazards while the worst player gets an easy run. O'Brien insists the tech is well-equipped to deal with this. 'We don't want a good player to say they were much better but still lost. That doesn't feel fair, and we haven't seen one instance of that [during the demos]. I suppose it's quite like golf handicaps.' To have the support of ex-professionals suggests there might not be as much backlash from 'traditionalists' as you might expect. O'Brien says the goal was never to target professionals, but was 'delighted to learn [they] were willing to adopt something that's a little bit different.' '[The Joliffes have] preserved the legacy of the sport, it's definitely paying homage to what the sport is. They haven't gutted the sport and created something that traditionalists would be embarrassed to be associated with.' 'London is Silicon Valley for competitive socialising' The launch of Poolhouse forms part of hospitality's wider move to what it calls 'competitive socialising'. Unlike traditional hospitality, where food and drinks are central, the activity is the appeal in venues like Puttshack, F1 arcade and Flight Club. It means their appeal extends beyond after-work drinks, instead tapping into families, friends as well as corporates. The number of competitive socialising venues has soared to nearly 600, according to research by Savills. O'Brien, who is evangelical about the sector, says the UK is leading the way in the sector: 'London is Silicon Valley for competitive socialising.' However, hospitality businesses still struggle with rising costs and there have been plenty of high-profile casualties as consumers stick to eating in. The added activity is one way to increase revenue, but is now the best time to launch another venue? 'The sector has demonstrated a robustness in the face of these headwinds… It really boils down to delivery of service,' says O'Brien. 'There's evidence of a flight to premium. We don't call ourselves luxury poolhouse, it isn't a luxury venue. We'd like to describe ourselves as an affordable luxury venue. It feels special to go but it's a place that you can keep going and keep visiting again.' Poolhouse is likely to price itself in line with its competitors, between £12.50 and £15 per hour. Back-of-house gets makeover too Poolhouse's 'seamless, blended but unique menu' (aka tapas) will be led by an unnamed chef from Gordon Ramsay's group and is tapping into technology where it can. 'We want to make sure there's people on hand to help… but there are a lot of efficiencies that can be driven in the back end to make sure that we're managing costs.,' says O'Brien. Poolhouse will use an automated booking system with a customer service line that 'effectively feels like you're speaking with a human, but its AI.' 'Some of the biggest restaurant chains in the UK, some of the most premium chains, are already using it but you just don't realise it because it's just so good. There's been a huge leap forward.' Back of house will also get an AI makeover. 'We'll be able to understand certain food inputs - cheese, cream, whatever it is - and if there's been a change in terms of the pricing in the market, we can look at dynamically adjusting the menu.' Poolhouse - with its Vintage Vegas meets dive bar decor - will open in Liverpool Street, London next January. After a £25million funding round led by dmg media, Poolhouse has grand ambitions to take on the US, Middle East and Australia, and deploy its tech across bars, pubs, casinos and hotels. 'Our mission is to upgrade every single pool table to a Poolhouse table, because it just makes the experience that much better.' O'Brien is convinced that like Topgolf, Puttshack will soon reach unicorn status - when a company is valued at $1billion - and Poolhouse will too. But it might take a while for people to give up their beloved pool tables at the back of their local, where you can typically play for a quid a game. Poolhouse says it's all about giving it a 'makeover', but it might take some time to convince traditionalists who argue it's best left alone.
Business Wire
13-05-2025
- Business
- Business Wire
Puttshack Tees up Food and Fun for Chicago's North Shore With New Location Opening on June 18
CHICAGO--(BUSINESS WIRE)--Puttshack, the world's first and only upscale, tech-infused mini golf experience, will be elevating gameplay to new heights by opening its 21st venue and second in Illinois, complete with globally inspired food & beverage, in Skokie, Ill. on June 18. The new 30,000 square foot social entertainment venue marks the final addition to the former Lord & Taylor space as part of Westfield Old Orchard's ongoing redevelopment, transforming the North Shore's premier shopping center into a multifaceted lifestyle destination. The newest Puttshack will feature four highly competitive, tech-driven nine-hole mini golf courses powered by the brand's leading proprietary Trackaball™ technology, which elevates the game play by keeping track of your score. The space has two full-service bars, a private event space, and an expansive outdoor patio with seating for up to 120 guests. The Skokie venue will also be the second location to feature one of Puttshack's innovations on indoor mini golf, Challenge Hole suites, a personal and private playing experience designed with groups in mind. The Challenge Hole is a dedicated mini golf suite, where guests can enjoy 90-minute sessions of competition with a variety of unique mini golf games in a semi-private interactive space while enjoying full-service dining. Skokie will have five of these suites available for booking. 'We're incredibly excited to continue our growth in the Chicagoland area with the opening of Puttshack Skokie,' said Susan Walmesley, COO/CMO of Puttshack. 'Chicago isn't just where our headquarters are based—it's a city we're deeply connected to. We love the energy, the people, and the innovation that defines this region. Expanding in our home market is always special, and we can't wait to bring our signature tech-infused experience to Skokie.' 'Puttshack is an exciting and welcome addition to the Westfield Old Orchard family,' said Maegen Akers, General Manager of Westfield Old Orchard. 'We're thrilled to introduce a dynamic, interactive attraction that elevates the overall guest experience. As the center continues to evolve into a vibrant hub for living, working and playing, Puttshack adds a whole new level of energy and engagement for the community and visitors to enjoy.' Combined with the one-of-a-kind gameplay is a thoughtfully curated culinary experience that is a result of meticulous hands-on research by Puttshack's experienced food and beverage team. The globally inspired menu also pays tribute to a beloved Chicago flavor with its Chicago Tailpipes, fried spring rolls filled with Italian beef and, giardiniera served with horseradish and au jus for dipping. Featured local beverages include beers from Sketchbook Brewing, Goose Island Beer Co., and Alarmist Brewing. Puttshack takes great pride in supporting the local communities it calls home and will be proudly supporting the Niles Township Food Pantry by donating $1 from every Tailpipe sold at the Skokie location. Puttshack will be opening to the public at 4 pm on Wednesday, June 18 th and will be open Monday through Thursday, 11 a.m. to 11 p.m., Friday and Saturday, 11 a.m. to 12 a.m., and Sunday, 10 a.m. to 10 p.m. Sign up for Puttshack Perks to be the first to know when reservations are live, and to receive a free game of mini golf at Guests can begin to book game and dining reservations starting June 4 for opening day on June 18. Inquiries for private events such as corporate outings and parties are currently being accepted for dates after June 23, 2025 at About Puttshack Puttshack is a leading concept in the emerging and growing market of competitive socializing. Combining a tech-infused mini golf game with an exceptional food and beverage offering, Puttshack has multi-generation appeal. Our proprietary Trackaball™ technology allows guests to play a point-scoring game surrounded by an upscale and exciting environment. Puttshack is the perfect place for dates, family bonding, birthdays, nights out with friends, or corporate outings. Since opening its first location in 2018, Puttshack now has several locations across London and the U.S. The company has its global headquarters in Chicago, Illinois, with a UK headquarters in London. For more information, please visit About Westfield Old Orchard Westfield Old Orchard is Chicagoland's premier shopping center and lifestyle destination. With an incredible and growing offering of more than 150 retailers, dining options and event spaces including Louis Vuitton, Bloomie's, Bar Siena and Pottery Barn, the center is transforming the in-person shopping experience for Chicago's North Shore and beyond. In tandem with its ever-evolving roster of partners and ongoing community engagement, Westfield Old Orchard is undergoing a transformative redevelopment with plans to create a vibrant, multifaceted destination soon to be home to modern residences, gourmet markets, green spaces and outdoor lounges. Learn more about Westfield Old Orchard, its retailers, upcoming events and initiatives at or visit the center at 4905 Old Orchard Center at the intersection of Skokie Blvd and Old Orchard Road in Skokie, Ill.
Yahoo
13-05-2025
- Business
- Yahoo
Puttshack Tees up Food and Fun for Chicago's North Shore With New Location Opening on June 18
Upscale tech-driven mini golf experience to open at newly transformed Westfield Old Orchard shopping center in Skokie CHICAGO, May 13, 2025--(BUSINESS WIRE)--Puttshack, the world's first and only upscale, tech-infused mini golf experience, will be elevating gameplay to new heights by opening its 21st venue and second in Illinois, complete with globally inspired food & beverage, in Skokie, Ill. on June 18. The new 30,000 square foot social entertainment venue marks the final addition to the former Lord & Taylor space as part of Westfield Old Orchard's ongoing redevelopment, transforming the North Shore's premier shopping center into a multifaceted lifestyle destination. The newest Puttshack will feature four highly competitive, tech-driven nine-hole mini golf courses powered by the brand's leading proprietary Trackaball™ technology, which elevates the game play by keeping track of your score. The space has two full-service bars and a private event space. The Skokie venue will also be the second location to feature one of Puttshack's innovations on indoor mini golf, Challenge Hole suites, a personal and private playing experience designed with groups in mind. The Challenge Hole is a dedicated mini golf suite, where guests can enjoy 90-minute sessions of competition with a variety of unique mini golf games in a semi-private interactive space while enjoying full-service dining. Skokie will have five of these suites available for booking. "We're incredibly excited to continue our growth in the Chicagoland area with the opening of Puttshack Skokie," said Susan Walmesley, COO/CMO of Puttshack. "Chicago isn't just where our headquarters are based—it's a city we're deeply connected to. We love the energy, the people, and the innovation that defines this region. Expanding in our home market is always special, and we can't wait to bring our signature tech-infused experience to Skokie." "Puttshack is an exciting and welcome addition to the Westfield Old Orchard family," said Maegen Akers, General Manager of Westfield Old Orchard. "We're thrilled to introduce a dynamic, interactive attraction that elevates the overall guest experience. As the center continues to evolve into a vibrant hub for living, working and playing, Puttshack adds a whole new level of energy and engagement for the community and visitors to enjoy." Combined with the one-of-a-kind gameplay is a thoughtfully curated culinary experience that is a result of meticulous hands-on research by Puttshack's experienced food and beverage team. The globally inspired menu also pays tribute to a beloved Chicago flavor with its Chicago Tailpipes, fried spring rolls filled with Italian beef and, giardiniera served with horseradish and au jus for dipping. Featured local beverages include beers from Sketchbook Brewing, Goose Island Beer Co., and Alarmist Brewing. Puttshack takes great pride in supporting the local communities it calls home and will be proudly supporting the Niles Township Food Pantry by donating $1 from every Tailpipe sold at the Skokie location. Puttshack will be opening to the public at 4 pm on Wednesday, June 18th and will be open Monday through Thursday, 11 a.m. to 11 p.m., Friday and Saturday, 11 a.m. to 12 a.m., and Sunday, 10 a.m. to 10 p.m. Sign up for Puttshack Perks to be the first to know when reservations are live, and to receive a free game of mini golf at Guests can begin to book game and dining reservations starting June 4 for opening day on June 18. Inquiries for private events such as corporate outings and parties are currently being accepted for dates after June 23, 2025 at About PuttshackPuttshack is a leading concept in the emerging and growing market of competitive socializing. Combining a tech-infused mini golf game with an exceptional food and beverage offering, Puttshack has multi-generation appeal. Our proprietary Trackaball™ technology allows guests to play a point-scoring game surrounded by an upscale and exciting environment. Puttshack is the perfect place for dates, family bonding, birthdays, nights out with friends, or corporate outings. Since opening its first location in 2018, Puttshack now has several locations across London and the U.S. The company has its global headquarters in Chicago, Illinois, with a UK headquarters in London. For more information, please visit About Westfield Old OrchardWestfield Old Orchard is Chicagoland's premier shopping center and lifestyle destination. With an incredible and growing offering of more than 150 retailers, dining options and event spaces including Louis Vuitton, Bloomie's, Bar Siena and Pottery Barn, the center is transforming the in-person shopping experience for Chicago's North Shore and beyond. In tandem with its ever-evolving roster of partners and ongoing community engagement, Westfield Old Orchard is undergoing a transformative redevelopment with plans to create a vibrant, multifaceted destination soon to be home to modern residences, gourmet markets, green spaces and outdoor lounges. Learn more about Westfield Old Orchard, its retailers, upcoming events and initiatives at or visit the center at 4905 Old Orchard Center at the intersection of Skokie Blvd and Old Orchard Road in Skokie, Ill. View source version on Contacts Marisa BreeseICR Inc. for PuttshackPuttshackPR@
Business Insider
01-05-2025
- Business
- Business Insider
Topgolf's founders raised $34M to shake up a new sport. A 28-page deal memo reveals their plans.
Topgolf founders Steve and Dave Jolliffe are trying to shake up a new corner of the sports world. Their new startup, Poolhouse, raised $34 million to bring the Topgolf model to billiards. Poolhouse's lead investor shared a 28-page deal memo that breaks down the business's growth plans. Topgolf founders Steve and Dave Jolliffe have raised $34 million for a new take on the game of pool. A deal memo from one of the company's lead investors reveals its strategy to stand out amid a slew of social sports concepts. The new venture, Poolhouse, plans to bring Topgolf's recreational model to billiards. It uses tech to make the game more social and is building a lounge-like experience with higher-end food and drinks than you'd find in a typical sports bar. The UK-based company plans to open its first location in London next year and then expand to the US. VC firms Sharp Alpha and DMG Ventures led Poolhouse's seed round with a primary close in October. The startup is also backed by investors including David Blitzer, Simon Sports, Active Partners, and Emerging Fund. Sharp Alpha, which shared its 28-page deal memo on the investment exclusively with Business Insider, sees Poolhouse as part of the burgeoning category of " competitive socialization." Companies are trying to modernize various recreational sports with concepts such as Puttshack, the Jolliffe's spin on mini golf, the darts chain Flight Club, and racing simulator F1 Arcade, which raised $130 million last year. Topgolf helped popularize the category with its gamified indoor driving ranges and exposed a new audience to golf. In 2020, Callaway bought Topgolf in a $2 billion deal. "Who would have thought 20, 25 years ago when Topgolf was created that people would be going in dresses and high heels, having never swung a golf club before, and having a great time playing golf," Poolhouse CEO and cofounder Andrew O'Brien told BI. The Topgolf founders positioned Poolhouse as their "most ambitious" and "scalable" business yet, according to deck. O'Brien said Poolhouse outfits regular pool tables with tech to determine how good or bad each player is early in the game, and then introduces handicaps to level the playing field, such as bonuses for beginners or hazards for pros. A game can include up to 12 people. The gamified elements are projected onto the pool table, so the facilities don't need to be as cumbersome as some other social sports concepts. Where a Topgolf venue can cost more than $40 million to build, O'Brien said Poolhouse aims to spend around $15 million to $20 million per location, though it may spend more in pricey markets like New York or Las Vegas. Many companies have adopted the "Topgolf for X" model in other areas, from darts to ping-pong to racing. "All of these venues are fun to visit. Not all of them are investable," Sharp Alpha wrote in the deck. The firm, which focuses on sports, gaming, and entertainment, spent over a year evaluating concepts in this space before investing in Poolhouse. It said successful models have four key elements: Strong food and beverage revenue High frequency, in that they're built around an everyday hobby Conducive to events like corporate parties or birthdays Proprietary software that can create a high-margin third-party opportunity To that last point, O'Brien said Poolhouse is exploring franchising and licensing to scale its brand beyond its own venues. Poolhouse's founders were also a big draw for investors. Danzig described the company as a "textbook case of founder-market fit." Here's the deal memo from Sharp Alpha, which redacted some details: Poolhouse is looking to bring the Topgolf experience to billiards Sharp Alpha Sharp Alpha's deal memo outlines its investment in Poolhouse and the competitive landscape Sharp Alpha The deal memo includes: Deal overview Opportunity Competitive landscape Recipe for success Product Comparable companies Team Go-to-market strategy Risks Financial model It gives an overview of the company, including its investors, concept, and team Sharp Alpha and DMG Ventures led the seed funding round. Other investors included David Blitzer, Simon Sports, and Active Partners. The company's team includes execs with experience in hospitality, food and beverage, augmented reality, and computer vision. The slide also describes Poolhouse's business and revenue streams: What is Poolhouse? Poolhouse is a software company building a cathedral to tech-enabled pool where gamified billiards tables serve as centerpieces to high-end competitive socialization paired with refined food & beverage. This forms the foundation for a higher-margin revenue mix that includes licensing white label technology and franchising. Revenue streams Poolhouse-operated venues Franchise/Joint-venture Licensing to 3rd parties Poolhouse is targeting 3 markets: restaurants, out-of-home entertainment, and events Sharp Alpha Poolhouse wants to be considered a "third place," which is a social setting that's separate from the home and the workplace. This slide shows how demand for 'Third Place' experiences is surging It includes charts on the share of American 30-year-olds who live on their own, have ever married, live with a child, or own a home — all of which seem to be trending down from the 1980s through 2023. It also shows the growth in Google search volume for the terms "how to meet people," "meet new people," "where to make friends," and "feel lonely." It says landlords want these kinds of venues The slide reads: Mixed-use spaces anchored by entertainment are coveted by landlords Increase high-quality foot traffic Attract multiple tenant types Robust against the rise in online shopping "A premium competitive socialization venue can have a hugely positive impact on a central London development. The success achieved by F1 Arcade at the ONC location has resulted in improved footfall for the shopping center, a significant halo effect sales increase for other operators, and notably higher rental asks for new incoming tenants." — Jonathan Peters, the Global President at F1 Arcade (previously CFO at Richard Caring restaurants). A graph compares site-level EBITDA margins for traditional F&B and competitive socialization. Sharp Alpha points to a variety of concepts in this space Sharp Alpha These include lounges, sports, and arcades. They offer a range of value propositions Sharp Alpha The slide includes a word cluster analysis for four categories in this space: training facilities, watering holes, arcade 2.0, and adult playgrounds. A map suggests London is a popular launchpad for concepts in this space Sharp Alpha It shows locations in London as of March. Those businesses tend to expand next in the US, including New York, Boston, and DC Sharp Alpha The slide shows a map of competitive entertainment businesses in New York. Successful models for these venues have 4 key qualities, the deck says Sharp Alpha These traits include high food and beverage revenue, high visit frequency, conducive to events, and high-margin third-party opportunities. Poolhouse cofounder Steve Jolliffe says the startup is his 'most ambitious' yet Sharp Alpha The slide reads: "Poolhouse is the most ambitious and scalable concept my brother and scalable concept my brother and I have created, representing the pinnacle of our lifelong work. Today, more people play Topgolf than on traditional golf courses in the US, and we aim to make an even greater impact on the world of pool." — TopGolf and Puttshack founder, Steve Jolliffe It explains why the game of pool is ripe for reinvention This slide reads: Why Pool? There is an opportunity to reshape how people perceive and play the game of Pool Pool enables a business model that draws on all four ingredients in the Recipe for Success The recipe for success is: High F&B High frequency Conducive to events High-margin 3rd party opportunity Pool is widely recognized, accessible, and associated with social consumption Pool tables are the perfect centerpieces for entertainment, with eating/drinking/socializing integrated into the game (as opposed to venues where consumption and socialization are separate from gameplay Poolhouse games offer the perfect balance of engagement and effort + attention required to enable social experiences and maximize F&B More examples of companies in the space Sharp Alpha A chart breaks down the companies by when they were founded, where they're based, number of locations, the cost per hour, alcohol association, athletic exertion, dwell time, and visit frequency. Some details are redacted. The memo introduces the Poolhouse team Sharp Alpha The memo says Poolhouse has nine senior members with industry experience in addition to the Joliffes. They include Paul Hawkins from Hawk Eye Technologies, CEO Andrew O'Brien, and COO Matt Fleming. Poolhouse's first location will be in London, by the Liverpool Street station Sharp Alpha The deck described risks to Poolhouse's business Sharp Alpha Sharp Alpha redacted these details in the version of the deal memo sent to BI. It describes the margin profile for Poolhouse's locations Sharp Alpha The flagship locations will be in London and New York, the deck says. They will serve as showrooms for franchise opportunities and white-label customers, such as pool halls or hotels. Poolhouse plans to charge per person per hour Sharp Alpha The details on "revenue assumptions" are redacted. Sharp Alpha forecasts Poolhouse's net ROI and site-level EBITDA margins Sharp Alpha The forecasts are based on comparable companies. One graph shows net ROI for companies, including F1 Arcade, Bowlero, and Dave & Buster's. Another shows site-level margins for earnings before interest, taxes, depreciation, and amortization for companies such as Bowlero, TopGolf, and Puttshack. This slide outlines the financial model Sharp Alpha Those metrics include table utilization, food and beverage cost of goods sold, licensing revenue, and capital expenditures per location. It reads: The most important metrics in the financial model are: Table utilization F&B COGS Licensing revenue Capex per location We rebuilt the company's model from scratch, arriving at 7-year estimates summarized on this page. Our diligence process suggested the company may have been a bit aggressive on its utilization projections but too conservative on the EBITDA contributions of the white-label revenue stream. We specifically sensitize Year 7 EBIDTA below on two key dependencies, F&B gross margin and utilization rate, compared to our base case projections. The charts in the slide are redacted. This slide summarizes the memo's key takeaways Sharp Alpha The slide reads: Problem: The game of pool is desperate for reimagination at a time when demand for activity-based food & beverage experiences is surging. Solution: A cathedral to tech-enabled pool where gamified billiards tables serve as centerpieces for high-end competitive socialization paired with refined food & beverage. Traction: Construction is underway at Liverpool Street; multiple U.S. sites are under contract. These locations establish a foundation for a scalable, higher-margin revenue mix through technology licensing and franchising. Market size: The out-of-home entertainment market alone exceeds $100 billion within the $2.6 trillion global entertainment and media sector. The events market, including corporate events and weddings, is valued at over $160 billion, while the US full-service restaurant market surpasses $400 billion. Investment opportunity: We are leading the company's $34M seed round alongside the Daily Mail Group, David Blitzer, and Simon Sports ahead of the London launch in Q1 2026, followed by U.S. openings, international franchising, and white-label tech deployments. Team: Led by Steve and Dave Jolliffe (TopGolf, Puttshack) and Paul Hawkins (Hawk-Eye), supported by nine senior executives from F1 Arcade, Swingers, TopGolf, Flight Club, and Puttshack. The memo closes with the Poolhouse logo Sharp Alpha It also includes a legal disclaimer Sharp Alpha
Technical.ly
24-04-2025
- Entertainment
- Technical.ly
Sandbox VR opens its Philly location to bring together gamers IRL
A new virtual reality experience in Philly wants to fully immerse gamers in its fictional worlds. Sandbox VR, a national chain of gaming centers, opened its 60th location in Rittenhouse Square on Wednesday, joining the trend of other adult-geared game experiences like Beat the Bomb, Puttshack and Fight Club in the area. Instead of just a headset, the company aims to make VR a full-body experience. Its system of sensors and motion capture cameras tracks players' bodies and puts all of their movements into the game, Stacy Stec, vice president of sales and marketing for LOL Entertainment, told 'Because a lot of times when people put on a VR headset, it's really just that screen,' she said. 'You might be able to see your hands, but you can't capture your whole body.' Players are given a VR headset, wrist trackers, ankle trackers and a haptic vest, which is used in VR to simulate sensations, like vibrations, in the game. Each player is assigned a color that matches all their gear and gets their picture taken to become an avatar in Sandbox's system. The venue has five rooms, called holodecks, where two to six players can participate, costing $55 to $60 per experience. Each room has 3D motion capture cameras lining the ceiling. The cameras connect the sensors each player is wearing, record their movement and translate it into the video game. If a game requires props, like for fighting off digital zombies, those items also have the same sensors to fully track the player's movement. Taking the VR trend outside of gamers' living rooms Sandbox VR launched in 2016, just when immersive gaming was starting to pick up steam. The idea behind the company was to create an immersive experience that allowed more interaction between the players, founder Steve Zhao told CNBC in 2019. Last fall, Sandbox announced a franchise agreement with experience company LOL Entertainment to open four new locations along the East Coast, including Baltimore, Boston, Philadelphia and Washington, DC. The Rittenhouse Square location offers nine games, including one based on the TV show 'Squid Game' as part of a partnership with Netflix. But the company also makes its own video games, a lot of which are set in science fiction settings, Stec said. The games that Sandbox hosts lean into the social element of gaming; it wants to create experiences where the players are working together and communicating with each other, she said. Players also wear headphones and a microphone so they can talk to each other. 'Being able to get people into that team mode and that collaborative mode [are] the types of games that they're going for,' she said. 'But … there's games where you can sabotage your friends if you really wanted to.' Scroll on to see inside the new Philly location. Sarah Huffman is a 2022-2024 corps member for Report for America, an initiative of The Groundtruth Project that pairs young journalists with local newsrooms. This position is supported by the Lenfest Institute for Journalism.
