Gamezo is a business that will offer a wide range of different activities, which will entertain adults of all ages under one roof. Gamezo will offer unique games that no other activity centre provides. Bringing Snookball to Gamezo, a game which combines football and snooker, comes from the idea that it has never been offered in Wales. Merging this game with nine-course mini-golf, arcade machines, and a bar, Gamezo sets to create a competitive advantage over other activity centres in Cardiff, as Gamezo will innovate by bringing a new product to the market. The central purpose for Gamezo is to follow the mission statement which is “to create a unique, fun and affordable activity centre for people to enjoy their time and take their mind off everyday …show more content…
Many people enjoy going out and spending time with friends and family which is why there is a market for Gamezo. Statista (2017) did research on adult population taking part in free time activities in England 2015/16 and 68.1% of the people spend their time in day out or visit places, while 49.9% visit the pubs. The idea of including a bar in the activity centre arises from these statistics and profits are easily achieved. Gamezo is looking to take advantage of the increasing entertainment market at the beginning of 2019. Primary and secondary market research data has been conducted to seek the demand for this market locally, with analysis that identifies potential customers over the age of 18. The primary research found that Snookball is amongst the top of people’s interest which highlights the opportunity to bring this game into an activity centre. The activity centre will be located in Pontprennau, Cardiff. This location was chosen because it fills the gap where this side of Cardiff does not have an activity centre which could meet the needs of some of the 30,000 people which live in and around Pontprennau, however it would be anticipated that people from all over Cardiff (a city of population 360,000 people) would visit Gamezo once it becomes …show more content…
Additionally, the motorway is adjacent to Gamezo which makes it far more accessible compared to competitors. The primary research found that most people travel by car and hence the location is suitable for this as there will be free available parking (also not offered by competitors). Using the Experian Mosaic, Gamezo has identified its key consumers as young adults who are living at home with parents (M55, offspring overspill), long-term couples with mid-range incomes who adult children (F22, Boomerang Boarders) and motivated singles and couples in their 20s and 30s (O61, Career Builders). The pricing strategy for Gamezo will reflect on these customers as these will offer an affordable experience which will also be cheaper than the competitors. The pricing strategy will consist of three main options: • Bronze: one game and a soft drink for £6.50 or with an alcoholic drink for £7.50. This option has a student pricing strategy for young adults who are staying at home (M55) and are likely to be in college or