The idea of a standard café has remained unchanged for generations. We go there, we eat and drink, we have fun with friends, and we go home. As people, this is something that will always appeal to us, and will never go out of style. Factor in a variety of tastes and evolving culture, however, and conventional cafes and pubs represent just the beginning of a much wider potential ecosystem. As popular sights all over the world are showing, involving gaming within this landscape is a pursuit that is growing ever more popular. Though Sheffield has taken some steps towards this direction, it could also be poised for an explosion in new opportunities, and we want to explore why.
What are Gaming Cafés
A gaming café is essentially a classic café integrated with the ability to enjoy video games either alone or with friends. This idea could be thought of as an extension of the idea of computer rooms, which started with a Shanghai establishment called Wigate in 1996. This business collected a wide range of different PC work and gaming experiences, which was a novelty at the time due to the then rarity of home computers. This idea would become so popular that computing cafes would quickly cross over to the rest of the planet, though most focused on the idea of internet access rather than gaming.
Inevitably, the popularisation and importance of home computing and internet access would spell disaster for this once burgeoning internet cafe market. In 1998, only around 42% of households in the US had access to home computers, with 25% of households being able to go online. By 2005, this proportion had grown to 67% and 61% respectively, with similar percentages applying here in the UK. At this point, the necessity for internet cafes died out, and the businesses went with them. Today, general internet cafes are extremely rare, but the core ideal set by Wigate still persists.
Why is Now the Right Time?
Video gaming is bigger today than it’s ever been, valued at more than $90 billion in 2020 while still on an upward trajectory. No longer confined to a niche hobby, video games are mainstream, and are worth more than the movie and music industries combined. This progress has produced more potential than anything that came before.
While cafes can’t boast such growth, owing to a consistent level of popularity for generations, they have been rapidly diversifying into new frontiers. This even applies right here in Sheffield, with more specific themed and entertainment-focused establishments developing every year. With these two factors in place, the last step comes the evolution of technology and culture, which has proven increasingly receptive to new entertainment ideas.
Outside of video games and within more general forms of entertainment, this new synergy in culture and technology is perhaps best illustrated through the success of online casino websites and services. Offering classic games and live titles like blackjack, roulette, and baccarat, these modern twists on established concepts have quickly become the preferred choice for many. The same concept applies to streaming systems, which have usurped traditional television and movie options in the homes of millions. Even within Sheffield, such evolution has been demonstrated by the arrival of more esoteric offerings like board game cafes, which still perform well years after opening.
Back in video games, we’d be remiss if we didn’t point out that a few Sheffield establishments like the Dot Net internet cafe have already found solid ground in their gaming cafe endeavours. As for how these places continue to thrive, and what newer businesses might do to succeed, that depends on adopting the right approach.
Applying the Right Touch
As we saw recently with the cinema under the stars event at the Sheffield Amphitheatre, becoming a success story is about applying the right touch. In the case of the amphitheatre, this meant understanding the love of the right movies which would draw in the right audience. As they chose Star Wars: A New Hope and Grease, the organisers obviously understood which films would pull in fanatic and appreciative viewers.
In the same way, gaming cafés need to understand that the part of gaming they need to target most are those with the largest cooperative and competitive elements. Sure, something like The Last of Us 2, which sold more than four million copies in its launch window was extremely popular, but it’s also a single-player experience and an often intensely miserable one at that.
For success in a café, the main goal is to foster an inclusive and involved atmosphere for both players and spectators. This could start by placing a heavy emphasis on simplistic classic head-to-head titles like Street Fighter 2, which many of us grew up loving. From here, more complicated shooters like Halo and Overwatch could draw more specific audiences, while still being understandable by those unfamiliar. It’s about finding the balancing point between casual and serious competition in a way that encourages communication and interpersonal connections, which can be a challenging goal to achieve.
Though the gaming cafe market might have had a slow start in the 2010s, it’s only poised to expand in the years to come. With cheaper backing technology, a greater love of video games than ever before, and more people willing to try out variations on the classic café experience, this development is only a matter of time. Whether you’re a long time gamer or just want to experience something new, we’d encourage you to check out Sheffield’s existing options, and support the coming businesses that try to break into this ambitious arena.
