Busters: Bring­ing World Class Gam­ing, En­ter­tain­ment & Leisure to In­dian Malls

The brand of­fers the best hang out ex­pe­ri­ence by bring­ing to­gether world class gam­ing and en­ter­tain­ment equip­ment un­der an am­bi­ence that is at par with the best in­ter­na­tional brands in the world…

Images Retail - - TECHNOLOGY - – By Im­ages Retail Bureau

Busters was con­ceived to be a true and fullfledged FEC of­fer­ing. The con­cept was cre­ated to in­tro­duce world class gam­ing, en­ter­tain­ment and leisure for­mats to the metro mar­kets, and tap into the FEC po­ten­tial of Tier II & III mar­kets across In­dia.

The brand of­fers the best hang out ex­pe­ri­ence by bring­ing to­gether world class gam­ing and en­ter­tain­ment equip­ment un­der an am­bi­ence that is at par with the best in­ter­na­tional brands in the world.

“FECS cer­tainly change dy­nam­ics for a mall, when there is ex­tra em­pha­sis given to a user’s ex­pe­ri­ence, right from the mall de­vel­op­ment phase. Ex­pe­ri­ences like roller coaster, large ad­ven­ture rides in­volve a high de­gree of ini­tial plan­ning, but the re­sults are equally good for the malls,” says Ab­hishek Jain, CMD, Busters.

“We de­velop our cen­tres to be true FECS that of­fer the best in gam­ing and en­ter­tain­ment ex­pe­ri­ences for var­i­ous age groups. We are cus­tomer­centric in our de­signs, gam­ing choices, and most im­por­tantly, pric­ing. Our cen­tres of­fer a wide price range to en­sure a lower en­try bar­rier and more choice,” he adds.

Ma­jor At­trac­tions

The bowling arena, rides and an ex­clu­sive se­lec­tion of ar­cade games are the key at­trac­tions at Busters. The brand be­lieves in chang­ing key at­trac­tions from cen­tre to cen­tre, de­pend­ing on the ac­cess to space – in­clud­ing ver­ti­cal space / height – that they have.

“Busters is a very adap­tive FEC busi­ness. With mall sizes in­creas­ing, FECS are gain­ing in promi­nence too. Brand Busters is eval­u­at­ing op­tions in the 20,000 to

65,000 sq.ft. space, where the con­cept is go­ing to be to­tally dif­fer­ent, in ad­di­tion to the reg­u­lar en­ter­tain­ment and gam­ing op­tions. We are de­vel­op­ing some be­spoke rides for these cen­ters, and a spe­cial kids’ for­mat that mixes sci­ence with fun. After an in-depth study of the mall and catch­ment, we will de­velop the right FEC mix that will work,” says Jain.

Tech­nol­ogy Main­te­nance and Safety

Every Busters cen­tre­has a min­i­mum of two tech­ni­cians at all times who are backed by tech­ni­cal heads based at the brand’s head­quar­ters.

“Our tech­ni­cal heads have more than 40 years of ex­pe­ri­ence in the in­dus­try who con­stantly train and up­date the rest of tech­ni­cal team. All our equip­ment is un­der con­stant su­per­vi­sion and is checked on a reg­u­lar ba­sis for dam­ages and re­pairs,” ex­plains Aditya Konka, CEO, Busters.

Staff

Busters have about 12 to 18 peo­ple for every 10,000 sq.ft. cen­tre. The staff is trained reg­u­larly as there is con­stant move­ment of ma­chines hap­pen­ing within and be­tween the cen­ters, every month to max­i­mize user ex­pe­ri­ence.

In­vest­ment & Rev­enue

Busters is a fully self-funded ven­ture at this point. Cur­rently, the brand is op­er­at­ing in Mantra Mall and L and T Next Gal­le­ria Mall, Hy­der­abad, two cen­ters are un­der fit-out at GSM Mall (Hy­der­abad) and GT Mall (Ben­galuru).

“We will end this year with a cap­i­tal out­flow of close to Rs 60 crore and we have an­other Rs 120 crore ear­marked for next year. It is dif­fi­cult to say at this point what will be the op­ti­mum cap­i­tal for Year 3, but the pro­mot­ers are keen on in­vest­ing in and build­ing Busters fur­ther, mak­ing it a dom­i­nant player in the mar­ket,” says Jain.

Ex­pan­sion Spree

Cur­rently, Busters has three op­er­a­tional cen­ters, both in Hy­der­abad, but they are on an ag­gres­sive ex­pan­sion spree. There are four more cen­ters un­der fit-out. In to­tal the brand boasts of 19 cen­ters, in­clud­ing op­er­a­tional, un­der fit-out and up­com­ing cen­ters.

“Busters is plan­ning to op­er­ate five more prop­er­ties by De­cem­ber 2018 and close this year with eight cen­tres. For 2019, we al­ready have 11 signed and we are eval­u­at­ing sev­eral other sites across the coun­try. We are con­stantly look­ing to ex­pand both or­gan­i­cally and in­or­gan­i­cally and are hop­ing to touch 30 cen­tres by 2020,” says Jain.

“We do not have any stand­alone for­mats in the pipeline, but we are open to the idea,” he con­cludes.

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