Hello, this is UniqueGood's Experience Trend Letter. Countless products and services in the world appear and disappear in the market. Like this, products and services each have their own lifespan. This series of processes, similar to human lifespan, is called the 'Product Life Cycle.' In this edition, we want to explain 'escape room cafes,' which are popular among younger generations, using this product life cycle as an analogy.
In the product introduction phase, solutions emerge that can fulfill customer needs. Escape room cafes with the concept of 'escaping a room by solving various puzzles within an hour' were initially unfamiliar, but soon established themselves as a new leisure culture and successfully crossed the chasm (the demand decline or stagnation between early market and mainstream market) to settle in the mainstream market.
The escape room market entering maturity
As the escape room cafe market became active, many competitors jumped in. Each attracted customers by boasting different themes and technologies. However, as the escape room market gradually entered the maturity phase, the situation began to change. The escape room industry, which had satisfied customers with different devices and productions, began to become increasingly similar.
According to information from escape room information site 'Korori Escape Room,' there are about 400 escape room stores nationwide with approximately 1,900 themes. Escape room cafes exist throughout the country and the market is becoming saturated. Moreover, among escape room enthusiasts, there are already people who have exceeded '500 rooms' and '1,000 rooms.' What solutions can break through the challenges in this mature escape room market where customers' standards have risen and demand more novelty?
Escape Rooms: Introducing 'Interaction' with Customers
We looked into the characteristics of recently popular escape room themes. While the escape room industry has previously differentiated itself with flashy and novel digital devices, now there's an increasing trend of doing the opposite - incorporating the analog element of 'people' to attempt interactions with customers. Of course, horror-themed escape rooms previously had people appearing to scare participants, but recently they're acting as genuine thematic elements. What kind of new fun does interaction with actors provide as an element of escape rooms?
A UniqueGood member who experienced the horror theme 'fl[ae]sh (Flash)' at Golden Key Konkuk University branch shared their experience participating as a Flash observer (someone who replays a theme they've done before). During gameplay, they could perform acts to surprise other party members, and the experience of strategizing and acting with 'actors outside the theme' rather than 'characters within the theme' was special.
The 1:1 interaction with actors, which other players couldn't experience, reminded them of the immersive theater 'Sleep No More.' They said it was a good experience because successfully executing the horror performance created lasting memories for their companions.
So popular that reservations are as difficult as course registration, earning the nickname 'Key-gang-sincheong' (a play on the Korean term for course registration) - this is 'Key Escape.' A UniqueGood member who experienced Key Escape's theme 'Film by Bob' said, 'I could immerse myself because I liked the feeling of completing a story together with real actors,' and 'Even though we were with strangers, they didn't feel scary but felt like companions, which was special.'
Another member who experienced 'Film by Bob' commented, 'The intricate story, actors' performances, and use of high-level devices were perfect. At first, I thought it was expensive, but after finishing, I thought it was worth every penny.'
Realworld also operated an interaction content called 'Lucky's Nightmare' during the 2023 Halloween season. Participants had to spend a night as security guards in a spooky hotel, solving missions together with mysterious entities that suddenly appeared. While it drew good responses, it was disappointing that it operated only temporarily. We're working hard to return with another interaction content soon.
'Interaction' as a Differentiating Element that Adds Value
Beyond devices, interaction elements featuring people have established themselves as new differentiating factors for escape room cafes. Through actors' performances that change according to the story and customers' reactions, customers become more immersed in situations and experience greater enjoyment. Perhaps this is why they're willing to pay more for these experiences compared to other escape room themes?
Of course, there are limitations to using people. Customer immersion and enjoyment depend on the actors' abilities, so maintaining consistent levels of acting skills and proficiency seems to be key.
Even in fiercely competitive markets, there are always attempts to find new opportunities. The escape room industry's introduction of actor-based interaction elements also appears to be an effort to deliver differentiated value to customers. We'll keep watching with interest to see whether escape rooms featuring actors can establish themselves as mainstream, or if something completely new and different will emerge.