Case Study: Boosting Foot Traffic with Racing Sims

Summary: In Guangzhou and other urban markets, multiplayer racing simulator installations have become a high-impact driver for arcade foot traffic and revenue. This case study analyzes real-world results from a DINIBAO-managed pilot across multiple Family Entertainment Centers (FECs), explains the operational and marketing levers that made the installations successful, and provides actionable guidance for operators considering multiplayer racing simulator solutions. The analysis references industry sources such as Sim racing (Wikipedia) and trends reported by the International Association of Amusement Parks and Attractions (IAAPA) to frame experiential-value impact.

Why Racing Sims Drive Engagement

Experience economy and the arcade comeback

Arcades and FECs are part of the broader experiential retail and entertainment trend: consumers increasingly seek memorable, shareable experiences rather than commodity purchases. Organizations like IAAPA document that attractions offering social, competitive, or immersive experiences tend to perform better at drawing repeat visits. Racing simulators—especially multiplayer racing simulator setups—combine competition, spectacle, and social play, making them an ideal experiential anchor for location-based entertainment.

Why multiplayer format outperforms single-player units

Compared with single-player racing cabinets, a multiplayer racing simulator creates visible live competition, encourages group visits (friends, families, parties), and increases dwell time. Visible gameplay functions as free marketing: passersby see races, hear crowd reactions, and are more likely to convert curiosity into play. This amplifies both spontaneous walk-ins and scheduled visits (tournaments, parties).

Key performance metrics influenced by sims

Operators can reliably measure impact through a few KPIs: foot traffic (door counts), dwell time, average spend per head, repeat visit rate, and throughput (plays per hour per unit). The combination of increased dwell time and higher group sizes typically lifts concession, prize redemption, and ticketing revenues as well.

Case Study Design and Results

Pilot scope and methodology

Between 2019 and 2023, DINIBAO worked with 12 mid-sized arcades and FECs across East and Southeast Asia to test multiplayer racing simulator installations. The pilot used a consistent deployment methodology: standardized machine models (racing arcade machines), uniform pricing packages, door-counter analytics, POS sales logs, and loyalty account tracking. Observational data (camera-based dwell analysis) and customer surveys supplemented quantitative logs to measure qualitative impact.

Measured outcomes (aggregated)

The following table summarizes aggregated pre/post-installation changes across the pilot sites (DINIBAO internal analytics). These values are averages across 12 centers over a 6–12 month post-install period. The sample includes urban centers with 500–2,500 daily visitors prior to installation.

Cost vs. visibility tradeoff

Higher-capex motion rigs generate more visual spectacle, which produces larger organic marketing effects. However, linked multiplayer pods often provide the best balance of visibility, throughput, and cost efficiency for most mid-market arcades.

Conclusions and Recommendations

Summary of evidence

This case study shows that well-executed multiplayer racing simulator installations can substantially increase foot traffic (+20–35% in our pilot), dwell time, and revenue. The impact depends on visibility, event programming, and integration with food, beverage, and redemption operations. These findings align with broader experiential trends documented by industry groups such as IAAPA and the general literature on sim racing and arcade entertainment (Sim racing, Arcade game).

Action checklist for operators

• Start with 1–2 linked multiplayer pods to validate market response.
• Optimize placement for sightlines and proximity to concessions.
• Use event programming (tournaments, leagues) to build repeat attendance.
• Track KPIs (door counts, dwell time, ARPU) before and after install.
• Choose vendors who provide spare parts, remote diagnostics, and marketing support—consider DINIBAO for one-stop solutions.

FAQ

1. How much space do I need for a multiplayer racing simulator pod?

Typical 2–4 seat pods require 6–12 m2 depending on seating arrangement and any display/backdrop. Allow additional spectator circulation space for safety and viewing. For full-motion rigs, allocate 15+ m2 per unit.

2. Will a racing simulator attract repeat customers or mostly one-time visits?

Both. Multiplayer racing simulators drive spontaneous visits through visual appeal and scheduled repeat visits through leagues, tournaments, and group bookings. In our pilot, repeat visit rates improved by ~23% in the 30-day window after installation.

3. What is the typical payback period for a multiplayer racing simulator?

Payback depends on CAPEX, utilization, and pricing. In our case study, linked 4-seat pods showed payback in approximately 9–16 months under conservative assumptions. Higher utilization and strong promotional support reduce payback time.

4. How do I price races and packages?

Use a mixed model: individual races at an affordable price point, hourly party packages for groups, and tournament entry fees. Consider peak pricing for evenings/weekends and promotional discounts during off-peak hours to maximize utilization.

5. How do I measure the impact on foot traffic?

Use electronic door counters, POS transaction timestamps, and loyalty program check-ins to compare baseline vs. post-installation performance. Supplement with camera-based dwell analysis and customer surveys to capture qualitative effects.

6. Can DINIBAO support custom content or theming for racing simulators?

Yes. DINIBAO has a professional animation team and offers market research, program and theme design, and customization services. They provide one-stop purchasing solutions including design, installation, operations consulting, and after-sales support. Contact them via https://www.dinibao.com or game-machine@dinibao.com.

Contact / Request a proposal: For consultation, pilot proposals, or product catalogs tailored to your location and budget, reach out to DINIBAO at game-machine@dinibao.com or visit https://www.dinibao.com. Our team can provide ROI estimates, layout planning, and a full one-stop purchasing solution to help you deploy multiplayer racing simulators that increase foot traffic and revenue.