LazerXtreme

BUSINESS BITS
Karmina de Ungria

The power of the consumer is such that services, however strange or unconventional, eventually find an audience if sold to the right people. In the end, people just want to have fun, and if that involves shooting others with imaginary weapons, so be it.

Indeed, a creative product already fosters interest, all the more if there's an interesting new technology involved. That is why Laser Tag, an activity wherein people make their way through a dark room armed with a virtual laser gun, is increasingly becoming a hip and fun new entertainment option.

Started in the mid-80s by avowed Star Wars fan Georges Carter, this ‘laser gun battles’ for the public was eventually built in an entertainment center called “Photon” in Dallas, Texas. Electronic manufacturers then started to produce laser tag equipment in USA, Australia, and then Asia. Eventually, Laser Tag was brought to the Philippines by French national, Martial Beck, in the form of LazerXtreme.

“The idea of setting-up LazerXtreme in Manila came to my wife, Lynn, and me when we first discovered Laser Tag on a summer holiday in France, in August 2007. We immediately felt this form of entertainment would do well in Manila, where there aren't many kinds of entertainment options for families and ‘barkadas’,” says Beck. He then decided to partner with Jojo Claudio, President of Toby’s Sports, and started planning for LazerExtreme in September 2007. LazerXtreme opened its doors to the public in May 31, 2008.

Beck best explains what Laser Tag is “Strap on a vest and step into the darkened labyrinth. Teammates vanish down fog-filled passageways. You're alone creeping along a dark corridor... Suddenly, you sense a movement. Vest lights flash. You score! Adrenaline pumps, propelling you forward. Lasers pierce the blackness as sirens ricochet throughout the maze. Thoughts disintegrate. You stop watching and breathe it in. You feel it. You become the game. Laser Tag is the Ultimate family game experience!”

Before LazerXtreme arrived, the term ‘laser tag’ wasn’t familiar with most Filipinos, making it a possible risky venture. “The biggest challenge was of course the investment. And since it is completely a different kind of entertainment, the marketing and promotion as well. But it was all worth it, and we are thrilled to have added some excitement to the lives of many Filipinos. We reached our goal and are already planning a lot of new exciting entertainment options for Manilenos. We also want to offer this in provinces, and this entails a new set of challenges,” Beck shares.

The location of the arena also presented a problem to Beck, “Since our store is in one of the side corridors on the 4th floor of Market!Market!, we did a lot of promotion and marketing to make the center known during the first months of operation. Our players are very enthusiastic about the game, and many keep coming back,” he explains.

To ramp up public awareness, the company put up a website for LazerXtreme. Reviews were done in newspapers and magazines, and appearances in magazine shows such as "Rated-K" (Korina Sanchez, ABS-CBN) and "Hanging With the Boys" (MTV) helped spread the word. “But I believe word-of-mouth has served us best,” says Beck, “as friends keep telling their friends what a blast they had at LazerXtreme.”

The fact that LazerXtreme games are done indoors served the business well. “Paintball can be played outdoor only. It is also often messy, and sometimes painful, although quite enjoyable too, and exciting as well. The advantage of playing laser tag at LazerXtreme, is that it is not messy to play as opposed to paintball,” Beck explains. Also, since the arena is located in an air-conditioned mall, it also made it accessible to children.

Each game of laser tag lasts 15 minutes, with each player paying P170 (on Mondays-Thursdays) or P190 (Friday to Sunday) per game. Each player can have an assigned alias, or an alias of their own choosing which are used in the printout of the standings of the player in each game. A P20 discount is given for succeeding games.

Frequent players can avail of a membership package for P900 which enables them to store their games history. Also, LazerXtreme offers special packages for parties or functions such as team building seminars. Tournaments are also held regularly for to give enthusiasts a chance to pit their skills against other players.