Case Study Adventure into Digital Play Evolving its classic arcade centres to immersive experience, launches its first overseas digital indoor playground in Hong Kong.

When NAMCO entered the Hong Kong highly praised Hong Kong consumers and market nearly 45 years ago, it was a time Hong Kong is an employees. “Hong Kong customers are when electronics were still new additions international city. People very welcoming and supportive to service to mostly mechanical machines in operators such as NAMCO,” Kikuchi noted. centres. Yet this golden age of are willing to try new “On the other hand, our staff in Hong Pac-Man, Donkey Kong and things and have high Kong are very proactive at work and their was on the cusp of digitalisation about to customer service standard is on par with impact everything from graphics to game consumption motivation. our staff in Japan. This creates a win- logistics. NAMCO has evolved with its When we bring new win relationship which makes business customers, and is launching new concepts expansion possible in the city.” to address their needs. concepts from Japan, After living in Hong Kong for three years, people react quickly Kikuchi has grown to enjoy his new home: A sophisticated consumer in Hong Kong. “When I was in Japan, I imagined Hong market Kong as a city of skyscrapers. But I have discovered that nature is very rich here, “DOCODOCO is a new type of playground Shuichi Kikuchi that combines digital and physical ,” and I like the outdoors. Hong Kong is a great explained Shuichi Kikuchi, Namco President environment both for living and business.” Enterprises Asia’s President. “The target age Namco Enterprises Asia Limited is six months to 12 years old, and they can play games both digitally and in physical years, therefore we have introduced Namco Enterprises Asia spaces. We chose LOHAS Park to launch various new amusement concepts from DOCODOCO as there are many young Japan (for example, Asobi Park PLUS  NAMCO began operations in families with children there. Since we indoor playground that offers interactive 1955 with the installation of opened in February 2021, it has been very play zones; SPORTAINMENT ARENA that two rocking horse rides on popular and we have had more visitors combines sports and digital entertainment; than expected.” In March 2021, NAMCO a department store rooftop. and DOCODOCO digital playground) to Increasing popularity of opened a large amusement arcade with an create unique entertainment experiences indoor playground named Asobi Park PLUS for Hong Kong customers while at the same arcade video games fueled in tmtplaza, Tuen Mun. “We launched six time providing playgrounds for children growth in the 60s and 70s. Its outlets so far since last year, with a goal to that are safe and carefree.” Pac-Man game was a huge hit increase up to 30 outlets in Hong Kong in in the 80s the future,” revealed Kikuchi. Winning through collaboration  Namco Enterprises Asia is Kikuchi sees Hong Kong as a good testing In Hong Kong, NAMCO operates ground for new games thanks to the predominantly in shopping malls and the company’s Hong Kong people’s highly curious nature. “It is an views itself as their partner to help attract subsidiary established in international city,” he stated. “People are customers over the long term. NAMCO 1977. It employs 175 people willing to try new things and have high also serves as a great partner for consumer with 11 amusement arcade consumption motivation. When we bring brands, for instance, its crane machines outlets in the city operated new concepts from Japan, people react and other prize games in the amusement under different brands quickly in Hong Kong. The consumption arcades are good channels for brands including NAMCO, Asobi of games has changed in these past five to promote their products to children and families. “We would also consider Park PLUS, SPORTAINMENT partnership with kindergartens and ARENA and DOCODOCO learning centres in Hong Kong that are namco.com.hk interested in using our digital playground w for extracurricular activities with kids and parents,” Kikuchi added. Watch the video: NAMCO enjoys many advantages in Hong Kong, including the city’s low tax regime and a free port that is conducive to the import of goods. In particular, he © Copyright Invest Hong Kong, May 2021. All rights reserved.