The Allure of Escape Games
It’s no surprise that in every major tourist market there seems to be a new escape room attraction popping up. We wanted to learn more about the draw of immersive entertainment experiences with the current generation, so we decided to sit down with Teddy Cheek, the Marketing and Brand Director of The Escape Game, one of the top escape experiences on the market, to discuss how they keep themselves successful in such a growing market.
Can you offer any insight into your thoughts on the future of the out of home entertainment industry?
I think the sky is the limit! There is such a huge demand for out of home entertainment and we’re only going to see it get more elaborate and extensive. Things like day-long experiences and themed hotels are going to continue to build on what is already out there.
What advice do you have on marketing for tourists? Or promoting yourself as a visitor attraction?
Find a concise way to educate and wow people. Show them how you’re special and capture their attention.
What is a challenge you’ve faced in replicating your brand in new locations?
Maintaining culture is always a struggle but we’ve maintained it well. You need to remember who you are and your values. “Culture eats strategy for breakfast” You can have a lot of really smart people in a room, but unless you have people who like what they do and are excited about the brand, it doesn’t matter.
What has been one of the biggest hurdle you’ve had to face both in building the brand, and in game creation?
Brand confusion is a massive hurdle. There are really strong competitors and not so great competitors. People don’t always associate “Escape Game” with the best experience. Sometimes people think it’s just getting locked in a box with a puzzle. Ours is more Star Wars than Sudoku, and we always strive to convey that to our guests.
What separates The Escape Game from other similar experiences on the market?
- Fresh Stories — adventures crafted by our own writers. We offer classic genres with fun twists.
- Custom designs and missions — we build everything ourselves!
- Most accessible games on the market — we always get excited when we see 3 generations playing at once. It’s truly appropriate and run for everyone!
Why do you think The Escape Game has become so popular?
People are looking for an outlet that forces human interaction and communication. We’re starting to see boredom and apathy from VR experience, because it doesn’t require engagement with other people. These Escape experiences force interaction and connection with others.
