You’ve built your Escape Room with a lot of effort, sweat and tears. But now the crisis has put your business in a slump? We help you clarify what you should consider when selling your Escape Room and if it’s a good time for it right now.
After weeks of shutdown Escape Rooms are finally allowed to reopen in many areas. But business is slow to get off the ground again. Bookings are sometimes still so low that it’s hardly worth opening the doors at all.
The challenging situation leads to the fact that many Escape Rooms are currently offered for sale in forums and groups, since many operators do not have the financial reserves to bridge such a long period of no income.
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What you need to consider when selling an Escape Room
Selling a company is one of the most complex processes in the life of an entrepreneur. So if you want to sell your Escape Room, a lot of preparation is required.
Questions you should ask yourself:
Do I really want to sell or am I just in a bad mood right now?
What is my company worth?
What information is important for the potential buyer?
Where do I offer my Escape Room for sale?
Do you really want to sell or are you just in a bad mood?
The first and most important question is about your motivation: Why do you actually want to sell your Escape Room? Every company goes through difficult phases – even without Corona.
A crisis can also be an opportunity for something new. With new offers like Online and Outdoor Escape Games you can expand your business and increase your revenue.
What is my company worth?
If you are clear about your motivations and still want to sell your Escape Room, you should calculate the value of your company. Its value depends on many aspects, including:
The size of your store
Number of Escape Rooms
Location (city centre, peripheral location, rural)
Business development in recent years
Realistic assessment of future business development
State of inventory (computers, cameras, other equipment)
Image/famousness
As a rough guide, an Escape Room is worth its annual turnover when sold. Due to the current difficult business situation, however, it is possible that no one will be willing to pay this price.
What information is important for the potential buyer?
If you still want to sell your Escape Room, you should prepare a meaningful text with the points mentioned above. Attractive photos make your offer even more appealing.
Where do I offer my Escape Room for sale?
Since Escape Rooms are usually rather small businesses, the sale is mostly negotiated between the buyer and the seller directly. As a seller, you use sites such as the Facebook group “Escape Room Buy – Sell – Trade” or Craigslist.
If you decide not to sell …
Then there are many ways you can expand your Escape Room. For example, focusing more on corporate customers can boost your sales. This way you will get more bookings from large groups – which is great for your room utilization. Our detailed Escape Room Marketing Guide will help you to find your core target group and to address them in the ideal way.
Everything we have described in this article applies very similarly to leisure providers from other areas such as trampoline halls, laser tag arenas, amusement parks and city tours.
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COVID-19 is obstructing many industries. Insecurity and uncertainty around the virus mean that people are avoiding events. For many Escape Rooms and other activity providers, this period is all about survival. Our guide will help you make the right decisions.
Education and technology aren’t something that always go hand-in-hand. Quite often, the term education is synonymous with outdated materials that fail to connect with the new generation. However, the year is 2020 and there are new exceptions to the rule. More and more schools, universities and other institutions are discovering how to use educational escape rooms to deliver lessons. Gamification is the key word, but what’s the real meaning behind it? Read ahead to find out how you can benefit as an escape room operator.
What can you expect from this article?
The definition of gamification
Why gamification is so promising in education
From sustainability to linguistics: the wide range of educational escape room scenarios
How escape room operators can benefit from the development of gamification
What is Gamification?
Have you ever tracked your steps to get a bonus from your health insurance company or as a competition among your colleagues? Do you sometimes start learning a new language and receive a badge after each lesson? Perhaps you use review sites like Yelp and TripAdvisor and look forward to seeing how well your posts rank? If you do any of these, then you already have an idea of what gamification is.
Gamification is mainly a marketing-driven development. Rather boring topics and processes are to be made more interesting for the user by means of playful elements. This can be achieved, for example, by awarding rewards for achieving certain goals. These can be virtual “badges”, as well as real rewards in the form of products, coupons or discount codes.
Many people are also motivated by the idea of tracking their progress. Whether it’s a point or percentage display until a task is completed, or a progress bar, gamification affects people in many ways without them noticing.
Why Gamification is so Promising in Education
Gamification has great potential in the field of education. For years, children’s attention span has steadily declined, as has adult’s attention spans. Overstimulation from electronic devices is ensuring that our concentration spans are becoming shorter and shorter. When it comes to absorbing rather dry information, distractions come far too easily. Gamification can become a counterpoint here.
The playful communication of information does not have to be restricted to the classroom. There are also exciting gamification approaches for staff-training and team-building measures in companies.
Educational escape rooms are a form of gamification at school and work. Educational institutions have only recently taken advantage of this opportunity – and often lack the know-how to design a story, puzzles and props. This is where you come in as a professional escape room operator!
From Sustainability to Linguistics: Wide Range of Educational Escape Room Scenarios
There have already been some escape-room-inspired experiences in schools and universities. Sustainability has been one of the most popular topics so far.
In April 2019, Harvard Students were tasked with designing an Escape Room to learn about sustainability. Players had 25 minutes to solve the puzzles before a tidal wave captured them. The puzzles focused on questions related to recycling, waste disposal and energy consumption. The escape game was organized by members of the Harvard Resource Efficiency Program (REP) – and was met with acclaim.
Sustainability was also at stake in an educational escape room organised by social media network LinkedIn, for their employees. The challenge, aptly titled Escape from Climate Change, was so successful that some LinkedIn employees teamed up with an NGO to make the escape game known beyond the team event.
At a workshop during the University Forum Digitization, the participants developed Germany’s first digital linguistic escape room. The game, The Linguist’s Lair (TLLp), virtually guides students through different rooms which are assigned to linguistic topics, such as “syntax” or “pragmatism”. In order to master all rooms, students need to find clues and solve the grammar-centric puzzles.
The “OEB Global: Shaping the Future of Learning” conference in December 2020 is a suitable event discussing the what is in store for education over the next few years. Attendees can expect to participate in a workshop entitled “Serious Gaming: Designing an Educational Escape Room“. The speakers from Utrecht University will discuss the interplay of technology and education, whilst designing a pop-up escape room with the aim to demonstrate how they can be used for educational purposes.
How You Benefit from the Rise of Gamification
Gamification in the education sector and escape rooms for learning are certainly more than just a temporary trend. As it is still a new topic, you have the chance to become a pioneer this field.
For example, design puzzles and questions for a so-called breakout. Breakouts are played directly in the classroom and are dedicated to a specific topic. It is up to you whether you design the “treasure hunt” completely analog or integrate a mix of analog and digital tasks.
A breakout as an escape room for learning does not require a large investment. However, the possible applications are quite limited, and the games must usually take place indoors.
With a software like Cluetivity, you have more options. Cluetivity offers both ready-to-play missions with a child-friendly story in Magic Portal as well as many customisation options, allowing you to create educational games for children and adults on all possible topics. As a mobile escape game, Cluetivity works anywhere in the world. No complex setup is required.
Of course, you can also use Cluetivity for other purposes such as children’s birthdays, corporate events and bachelor parties. We’ve developed the software specifically to give you virtually unlimited options to expand your business.
Alternatively, you can of course also develop your own educational escape rooms. It is important that they can be adapted to different topics with ease. They should also be portable so that you can bring your games directly to your customer.
Whatever lessons you teach with Cluetivity, you will definitely be a key-player in revolutionising education!
The control centre of your escape rooms lies within Escape Room software. Using it, the Game Master can significantly influence the amount of fun players have with the room. But which functions is the program responsible for? Which other programs do you need to run an escape room successfully, and are there cost-efficient alternatives?
With the rising popularity of Escape Rooms, it can be quite difficult to stand out from your competitors. However, with the combination of authenticity, outstanding service, and the willingness to engage with new audiences, Escape Room operators can simply create unique selling points. Are you struggling for a bit of inspiration? Read ahead for 5 tips to help you out!
1. A Great Story, and Even Greater Puzzles
It may sound obvious, however, holding high standards of quality for your rooms is the basic requirement for success. Only when the players are having fun will they recommend your Escape Room (known as Word of Mouth Marketing).
Poorly designed rooms with simplistic puzzles might still exist, especially in rooms that existed at the very beginning of the Escape Room trend. However, those who have not rethought and optimised their rooms, puzzles and storylines to meet modern standards, will have a hard time – and will only attract players by offering high discounts, for example. In the long run, only the good Escape Rooms will survive.
A credible backstory is pivotal; it speaks for the high quality of an Escape Room. Whether it be an agent thriller, zombie apocalypse, or bunker adventure – there are hardly any limits to your own imagination; you can also think of stories that suit your city.
Escape Rooms, which make exciting events from the history of the city come alive, have a special appeal for gamers.
We at Cluetivity are based in Berlin. There are, for example, Live Escape Games that are themed around the DDR. Sometimes, people try to flee the German Democratic Republic within 60 minutes. Sometimes, you take on the role of an agent with the State Security (Stasi).
As you can imagine, these rooms pair quite nicely with Berlin. They are based on real events and belong to the history of the city. But such a setting also requires a certain degree of sensitivity, because many fates are linked to the Berlin Wall and the escape from the east. In any case, it is important that the story is told stringently and that the facility fits the setting.
It’s important that customers have an authentic experience when they play your game. This includes that the decoration matches the theme of the room. For example, old switches and consoles, uniforms and documents must fit in with the GDR setting, but also furniture and other furnishings in the 1960s and 1970s style if you’re trying to recreate a historical, East German living room.
Once you have authentic props, you will of course also need interesting and challenging, but solvable puzzles to match. Codebreaking is a classic among Escape Room puzzles. But you can also make this exciting if you cleverly weave the solution into history. In our Outdoor Live Escape Game, Operation Mindfall, we’ve included a riddle in which players have to connect a code scanner to a router to get a combination of numbers. Since Operation Mindfall resembles a modern agent thriller, the technical props fit perfectly into the setting.
When the code scanner is connected to the router, it generates a secret code, which the players will need to solve the game.
Puzzles with base plates that trigger special effects are arguably, less conventional. However, they can prove to be far more interesting. With the option to change the colours of the lights, release smells, open door, the possibilities are endless. You could even configure puzzles that can only be solved as a team. How about a key trapped behind glass that the players can’t access at first? The key could be blocked by obstacles. But from a second room, players can move the key without seeing it, while players in the first room shout out how to get around the obstacles. These intricately designed puzzles will do wonders for making your games just a bit more interactive.
In order to survive on the market, Escape Room operators must think innovatively, be ahead of the curve, and offer new experiences. In addition to varied puzzles, using live-action actors in Escape Rooms is becoming increasingly more popular. The actors slip into their roles and prepare the customers for their upcoming scenario prior to the actual game. Providing subtle hints, setting the scene, and creating an atmosphere in this time, the actors contribute to an immersive experience. They may already drop in tips for the first few puzzles, so it’s worthwhile for the players to be attentive right from the very start.
If you employ an Escape Room actor, they can also take on several roles. Their appearances are usually limited to a few minutes.
Actors make the Escape Room even more authentic and entertaining.
Likewise, the role of the Game Master is gaining in importance. In the early days of Escape Games, Game Masters may have assumed the role of a neutral observer. Their role would be to explain the equipment and offer relatively neutral comments and tips during the game. But today, their entire appearance should be molded into the scenario. Nobody is expecting an Oscar-winning performance, but it’s important that your actors and staff don’t ruin the mood of adventure with their appearance.
3. 100 % Reliability and Professionalism
Whether it be an Escape Room, paintball or lasertag provider, we are all part of the leisure and entertainment industry – and we all know that things are usually rather flexible.
However, that doesn’t mean a laissez-faire attitude when dealing with your customers is acceptable. Remember: we are all service providers, and service providers are expected to go above and beyond expectations. Our partners expect us to always be there for them if they have any questions or requests regarding our games. Therefore, your customers expect the exact same from you. This includes reliability, outstanding service, and an unforgettable gaming experience.
Absolute professionalism is required, especially in the B2B region (Business to Business). Bookings from corporate customers can allow your sales to skyrocket, but these customers need to have a flawless experience with you. Many companies only send their employees to a company event once or twice a year – what is another customer for you is a special day out for your customer.
If their booking goes excellently, the company may also send more teams and sister companies to you.
So, what makes a professional service for corporate customers an outstanding service? It starts with the booking request. Be sure to respond promptly (ideally within 24 to 48 hours) to a B2B request.
To avoid answering menial questions, consider building a FAQ page for corporate customers on your website, which answers common questions. However, remember that flexibility is also required for company events, because companies often need individual solutions for their unique team events.
Our outdoor city rallies Operation Mindfall and Magic Portal can be a solution for enquiries from large groups. Since the games take place outside, there is almost no player limit. Whether 20 or 2000 participants, it’s all just a matter of organisation.
Pouncing on corporate customers is the first aspect of our next tip: expanding your target group. Companies are increasingly using Escape Rooms for team events and assessment centres. Whilst it’s trendy for businesses to do this at the moment, make offers around it to completely use it to your advantage.
B2B companies offer extensive amounts of potential. It’s not just that companies usually come with large groups, but they often book appointments during your off-peak hours. You’ll be able to make money during periods that are usually considered to be quieter.
If the groups are too large for your premises, you can send the teams on outdoor adventures through the city with our games. Operation Mindfall and The Magic Portal are suitable for bridging the slump that providers of indoor activities often have. Because in sunshine and high temperatures, many people prefer to be outside. It works with a GPS outdoor team game.
Even if you are already quite successful in your regular bookings, there is still potential to increase your revenue here. Have you ever thought about specific offers for stag or hen parties, birthdays and children?
Outdoor games are the ideal solution for large groups.
In order to be found on relevant topics such as “Escape Room for Stag Parties”, it’s best to create a separate section for this on your website. There, you will be to fully explain just what’s special about your offer. Does the bride or groom play for free in a group registration? Are drinks included? Do the players stop off at relevant locations during the game (e.g. a bar for a quick drink)? All of these things are important factors for customers to consider.
If you want to offer Escape Rooms for children, the most important thing is that your rooms are age appropriate. The setting shouldn’t be too frightening, and the puzzles should be slightly more lenient than in adult Escape Rooms.
5. Meals on Wheels? Nope. More Like Escapes on Skates!
Another rising trend is mobile Escape Rooms. There are already some providers who just got ahead of the game, but it’s not too late to expand your offerings with an Escape Room adventure on wheels. This gives your customers the opportunity to host their event at any location. A mobile Escape Room is also suitable for promotions in shopping centres, school fetes, and a plethora of other events.
So that you convert even more bookings for your mobile Escape Room, the gameplay should be as flexible as possible. There should be functionality to integrate products, brands, and topics that are important to the customer. You can also think about varying the length of the game. If your target demographic is people merely passing-by, a playing time of 60 minutes can be far too long. It would make sense to offer a condensed game with a playing time of 20 to 30 minutes. People will also be thinking more about their shopping, and not using all of their brain power on the game. Think about offering less complicated puzzles so your players enjoy themselves (and think about booking to play the full versions of your games!).
To successfully stand out from the competition, clever marketing that goes the extra mile is your best bet. Think about how you reach out to your target audience – communicate with them in a way that your competitors are not. If you’re struggling for ideas, we’ve even listed 7 Tips for Marketing on a Budget for you here.
What USPs do your games have? Let us know in the comments below! And if you want to find out more about our augmented reality games, get in touch with us!
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