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5 KEY FACTORSTHAT
WILLMAKE YOUR
ESCAPE ROOM
SUCCESSFUL NEXTYEAR
BYALEXANDR GIRSHFELD FOUNDER OF
INDESTROOM ESCAPE ROOM FACTORY
ABOUT ME
Founder of “INDESTROOM", the largest escape room factory
More than 450 escape rooms built worldwide
40,000 sq ft full-cycle production
15 turnkey escape rooms per month
Co-owner of one of the largest ER chainsin Russia - 30 rooms
Leeds University Business School – Master of Marketing and AdvertisingThe National Research University Higher School of Economics - Master of Marketing
ALEKSANDER GIRSHFELD
ESCAPE ROOMSHISTORY
FirstRooms:
2007Japan, SCRAD (TakaoKato)
2011Europe, Budapest, Hungary Parapark (AttilaGyurkovics)
20121stER in the USA, a Real Escape Game in San Francisco
2012PaniQ Room - the 2nd escape room in Europe (Budapesht)
2013ER Madness inRussia
first promo video https://www.youtube.com/watch?v=P39eiKd6NOU
ER boom
ERBOOM
2014 –Russia
2015 –Europe
2015 –USA
0
5
10
15
20
25
2014 2015 2017 2018
Number of rooms per 1 millionpopulation*
USA EU Russia
*roomescapeartist.com, exitgames.co.uk, questfinder.ru,Wikipedia
ESCAPEGAMES DENSITY-PERMILLION POPULATION
70
60
50
40
30
20
10
0
Netherlands Poland Russia UK France Germany USA
2019*
*Local ER aggregator web-sites,Wikipedia
CONSUMER INTEREST (USA,CANADA)
120
100
80
60
40
20
0
USA,Canada*
USA Canada
*trends.google.com
CONSUMER INTEREST(RUSSIA)
120
100
80
60
40
20
0
trends.google.com
CONSUMER INTEREST (EUROPE)
0
20
40
60
80
100
120
20
13
-01
20
13
-04
20
13
-07
20
13
-10
20
14
-01
20
14
-04
20
14
-07
20
14
-10
20
15
-01
20
15
-04
20
15
-07
20
15
-10
20
16
-01
20
16
-04
20
16
-07
20
16
-10
20
17
-01
20
17
-04
20
17
-07
20
17
-10
20
18
-01
20
18
-04
20
18
-07
20
18
-10
Germany UK France
0
20
40
60
80
100
120
Romania Netherlands Hungary Polandtrends.google.com
WORLDWIDE TRENDS. CUSTOMER`S DEMAND
77%
21%
2%
demand is increasing
demand remainsunchanged
decrease incompetition
*Worldwide survey among 200+ ER owners (Indestroom, 2019)
WORLDWIDE TRENDS. QUALITY
32%
30%
14%
13%
11%
ER Quality
increased dramatically over the 2-3 years
new locations are much better than 2-3 years ago
decorations and props are more impressive
the difficulty level is the same
quality is more or less the same as 2-3 years ago
*Worldwide survey among 200+ ER owners (Indestroom, 2019)
USA,Canada
Standalone non-franchise locations arestill
emerging asbefore
Morenon-franchise locations are closing as
compared to the previousyears
Europe
Standalone non-franchise locations arestill
emerging asbefore
WORLDWIDE TRENDS. FRANCHISE
WORLDWIDE TRENDS. FRANCHISE
Moreescape rooms will be operating
under a franchise
Standalone roomswill be bought by
larger chains
Aggregators will becomepopular
Franchise can advertise more effectively for each ER.Standalone rooms can use aggregators as a new trend in promotion.
Future trends
CHANGES IN COSTS-2017 VS 2018 (USA,CANADA)
21%
79%
21%
79%57%
43% 36%
64%
*Worldwide survey among 200+ ER owners (Indestroom, 2019)
Equipment Rent Repairs,
installationWages
CHANGES IN COSTS-2017 VS 2018 (EUROPE)
69%
31%
50%50%
60%
40%50%50%
*Worldwide survey among 200+ ER owners (Indestroom, 2019)
Repairs,
installation
Rent WagesEquipment
DEDUCTION FROM THE STATISTICS
You need to invest
more
ER market became more professional
and stable. And it is still
growing!
Consumer interest
continues to rise
KEY FACTORS OF SUCCESS
Target audience
Immersive scenario
Rational use ofresources
Effective promotion
Short paybackperiod
KEY FACTOR#1
TARGETAUDIENCE
WHO IS YOUR TARGET AUDIENCE?
General info
Interests
Relation to ER
• Advanced players/beginners• What problem do they solve by playing your ER?
• Motivation (low price/uniqueness/quality/reputation of a company,etc.)
• Obstacles (high price/payment methods/remoteness/badreputation)?
• Male/female• Age
• Income level
• Locals/tourists
• What do they like, careabout• Their background,education
AUDIENCE – USA, CANADA
0% 5% 10% 15% 20% 25% 30% 35%
Young adults,students
Corporate employees
Families withchildren
Women30-50
USA
*Worldwide survey among 200+ ER owners (Indestroom,2019)
AUDIENCE – EUROPE
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Young adults,students
Families withchildren
Groups offriends over 30
Corporate employees
Europe
*Worldwide survey among 200+ ER owners (Indestroom,2019)
Immersive scenario
KEY FACTOR#2
HOW TO CREATE AN IMMERSIVE SCRIPT
COOL SCENARIO
Game s̀ legend
Wow-effects and anchors
Interests ofyour targetaudience
The most significantpart
of your EscapeRoom
!
WHERE YOU CAN GET THE SCENARIOS FROM
If you're not a professional writer your
time might be wastedCreate your own one
Starts from$1000Order from
professionals
Acopywould cost you $300 -
$1000Buy an existingone
TYPICAL MISTAKES OF CREATING A SCENARIO
Topic based on your owninterests
IP issues
Too difficultOutdated
topics
Without a particular
theme
The most boringpuzzles:• UV light
• keys – locks
• find and insertbattery
TRENDS IN ESCAPE ROOM INDUSTRY
ER and VR are totally different types of entertainment
Corporate Games
Escape Rooms for families with kids
Promotion escape Games
Arcades
Rational use of yourresources
KEY FACTOR#3
YOUR ADMINISTRATIVE RESOURCES
Staff
• Themed costumes
• The story of the game, narrated with
a suitable intonation (like an actor)
• The way you give the THEMED hints
• Giving some extra time for players to
enjoy the moment
• Courtesy, politeness, positive attitude
Players loyalty
Better impression about
the game
LOCATION – EXTRA PROMOTION OPPORTUNITIES
o If you have a themed waiting area you can hold
corporate and otherwise host a party
o Photos of players in the themed area
o Geo Location
o Building outerdesign
o Interior design
o Extras for the players(food/beverages)
First experience starts on yourweb-site.
But the biggest impression of your ER will be made at the moment when players open the front door.
No
Logo on building, windows, banners
Themed entrance witha small logo
Billboard
Printed windows
It is advertisedon its own
Large LEDsign
Doyou promote your location? How?*
0 2 4 6 8 10 12 14
*Worldwide survey among 50+ ER owners (Indestroom,2018)
LOCATION – EXTRA PROMOTION OPPORTUNITIES
Doyou have a themed waiting area?*
yes74%
no26%
KEY FACTOR #4
Effective marketing tools
THE MOST EFFECTIVEAND PROVEN MARKETING TOOLS
Magazine/newspaper
Outdoor/bus commercial
Pop-up events
Celebrities/influencers
PAID
GoogleAdWords
Targeting in social networks
Aggregators
TripAdvisor /Yelp
THE MOST EFFECTIVE AND PROVEN MARKETING TOOLS
Perks (Discount coupons / Gifts/
Photo printing / Discount card
for your bestfriend)
SHAREWARE
Flyers
Gift Certificates
“Street" promotion
Cross promos
Word ofmouth
MARKETINGCHANNELS
100%
social networks
aggregator websites
google targetedads
word ofmouth
USA,Canada
0% 20% 40%
low average
60% 80%
hight
0% 80% 100%
social
networks
aggregator
websites
targetedads
word ofmouth
Europe
20% 40%
low average60%
hight
*Worldwide survey among 200+ ER owners (Indestroom, 2019)
WORD OFMOUTH
Encourage your clients to leave reviews,
thank them for positive.
Instruct your staff (to make quickright
decisions for thegood of theclient)
Ask players for their feedback after the
game
Do you interview players after thegame?*
*Worldwide survey among 50+ ER owners (Indestroom,2018)
Work on every positive and negative review.
Contact every client with negative reviews to
find out the reason. Make them change their
attitude to neutral, loyal. (Offer them a free
game/ discount)
yes no sometimes if there is time
ESCAPE ROOM REVIEWMANAGEMENT
Dealing with good reviews Dealing with badreviews
Post bestreviews
Use best reviews in advertising
Comment them on networks:
say thanks, ask what they likedthe most
Take them extremely seriously and reactimmediately
Try to turn negative reviewinto a positive one
• Talk with players by phone /e- mail /networks
• Offer discount for anothergame
• Let them know that you aredealing with the problem
SOCIAL NETWORKS
100
35
20 20
10 10 105
0
20
40
80
60
100
120
Facebook Instagram Twitter Tripadvisor Snapchat YouTube Other LinkedIn
*Worldwide survey
among 200+ ERowners
(Indestroom,2018)
%
In which networks doyou promote your ER?*
GOOGLEADWORDS
none
19%
50-300
38%
300-700
12%
morethan
700
31%
*Worldwide survey
among 50+ ERowners
(Indestroom,2018)
How much do you spend on Google ads per month? ($)*
Short paybackperiod
KEY FACTOR#5
LONG LIFE AND FAST PAYBACK OF ESCAPEROOM
Quick payback
Long life
successful theme
quick opening
good promotion
anti-vandal equipment
maintainability
SUCCESSFULCASE www.escape3600.com
TARGET AUDIENCE
SCENERY
ADMINISTRATIVE RESOURSES
PAYBACK PERIOD
Anti-vandal equipment Opened in 2weeks after receiving the equipment
Prepared facilitywithin 1 month while all the
equipment was in production
families withkids
bought a proven scenario with equipment(JUNGLE, PIRATES)
involved the owner, teamed costumes, great story
6 months
THANK YOU FOR
YOUR ATTENTION
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