Deeper into The Valley...

In order to generate the best possible product, I have to take a closer look at my competition and see what they are doing in terms of advertising via social media and taking it one step further. Firstly I would like to take a closer look at the obvious competitor; Netherworld in Fortitude Valley.

After I did preliminary research for my upcoming barcade, it was important to identify the local competition. Netherworld was an easy choice as I have visited that particular barcade a few times. However, they heavily rely on coin-based pinball machines and arcades from yesteryear. I would expand on this and include a variety of arcade machines from all eras of arcade gaming. Think Timezone, but with more socializing, and less Dance Dance Revolution.

Upon researching into Netherworld, I discovered their consistent branding throughout. Their logo is a simple and effective typographical logo accompanied by a Luna Park-like identity graphic. Their branding is consistent throughout by using the same typeface which is also seen on the cover of Evil Dead (2009).

​Their social media presence is to be admired. They post socially two-three times a day, in efforts to engage with their audience. When diving deeper, I discovered that Netherworld produce their own collectible enamel pins, which is something that I would like to adapt, adding my own personal flare.

They post competitions for customers to come in on a regular basis. This is considered to be a highly successful use of social media engagement - which will be inspired by in the weeks to come.

Now, obviously Netherworld isn't my only competitor when it comes to barcades... B. Lucky & Sons Fortitude Valley is a partner of Holey Moley Golf Club, and Strike Bowling. Both of which are two pinnacles of the nightlife scene in the Valley and the surrounding Sunshine and Gold Coasts. However, B Lucky & Sons and Netherworld are both in the Valley which is why I chose to take The Arc over the river into South Bank.

B Lucky & Sons positions itself as a luxury barcade that will have "you sorted for the perfect night out" (2019). They have advertised on their website that their prize pools have much more of an incentive as opposed to other arcades such as Timezone and Fun House. Nostalgic Fun, Classy Classics and Coveted Collectibles are the options that they advertise. 

​Their logo is a vintage boarding school-like shield logo with a Horseshoe, Martini glass, Pac-Man, and an arcade ticket. All of which encompass a different element of the business. The Horseshoe symbolizes the luck-based arcade games at the venue. The Martini glass informs the consumers that alcohol is available to purchase - whilst being a little bit more classy about it. Pac-Man shows us that there are arcade games at this venue that can be played. And finally, the ticket stub guides us to believe that there are rewards for visiting or playing.

Comparing the two locations, the social media presence is vastly different in terms of how often they advertise, and what they advertise. Netherworld posts multiple times a day. Whereas B. Lucky & Sons posts 2-3 times a week, max. Not only that, their advertising mainly consists of people, and the location more than what they have available to sell, like in Netherworld's case.

That being said, both of these companies do a very good job at advertising to a particular crowd. Where we're aiming for with The Arc, is riiiiiight in the middle. An 80's barcade that rewards people returning via a leveling-up system.

References

Netherworld Logo. (2019). [Image]. Retrieved from https://www.netherworldarcade.com/

Evil Dead Movie Poster. (2009). [Image]. Retrieved from https://www.bleedingcool.com/2019/08/27/evil-dead-returns-to-theaters-with-4k-remaster-and-new-score/

Netherworld Instagram Feed. (2019). [Image]. Retrieved from https://www.instagram.com/netherworldarcade/

​B. Lucky & Sons Logo. (2019). [Image]. Retrieved from https://www.tripadvisor.com.au/Attraction_Review-g255100-d15643548-Reviews-B_Lucky_Sons_Melbourne_Central-Melbourne_Victoria.html#photos;aggregationId=&albumid=101&filter=7&ff=404066463

​B. Lucky & Sons Instagram Feed. (2019). [Image]. Retrieved from https://www.instagram.com/bluckyandsons/