The escape game market - Italy

The escape room market has experienced significant changes beginning from 2020, largely due to the COVID-19 pandemic which fostered the rise of online escape rooms as alternative entertainment during lockdowns. Despite physical locations suffering from pandemic restrictions, the industry adapted by introducing digital formats, like "Escape Room at Your Home," with interactive live actors in thematic game rooms playable online. In Italy, the market saw over 500 escape rooms with varying themes and franchises, demonstrating strong growth with at least one million players and revenues exceeding 10 million euros. The Italian sector ranked 6th globally, and the northern region, particularly Lombardy, had the highest demand.

The trend towards digital escape rooms had begun even before the pandemic, with companies like digital eScape, founded in 2019, expanding its team and offerings. The average revenue for an escape room in the United States is $25,000, and with 8,634 locations, the industry is estimated to have a turnover of $215.8 million. The pandemic also revealed a regulatory gap with over five hundred Italian escape rooms, some forming an association for standards. Despite challenges, the escape room market is adapting and continues to be a viable entertainment business, with franchising seen as an economical option for new entrepreneurs.

Evolution and Preferences in the Italian Escape Room Market

The Italian escape room market has shown robust growth and an evolving landscape. Initially inspired by a Japanese concept, this entertainment sector has surged in popularity across Italy, with over 500 escape rooms present as of 2021. The market has witnessed a staggering 420% growth from 2017 to 2020, illustrating the mounting interest in this interactive game format. Escape rooms offer a diverse range of thematic experiences, from horror settings to historical backdrops. The fees structure is usually based on the number of participants, ranging from approximately €10 to €22 per player, encouraging group engagements. The demand distribution reveals a higher concentration in Northern Italy, particularly in Lombardy and Lazio, signifying a regional inclination towards this form of entertainment. The market is characterized by a mix of franchised and independent operators. Starting an escape room can require an initial investment between €35,000 and €100,000, depending on whether one opts for a franchise model or an independent setup. Revenue potential appears promising, with monthly earnings ranging from €5,000 to €20,000, varying with factors like the number of rooms and customer capacity. Given the significant upfront costs, franchise opportunities present a more accessible entry point with lower initial investment requirements, though accompanied by brand restrictions.

Moreover, the COVID-19 pandemic had a two-fold impact on the market; while physical venues suffered due to restrictions, there was a burgeoning interest in digital escape rooms. The digital format, offering an opportunity to play from home with themes like art heists or live RPG campaigns, gained traction amid the pandemic, leading to innovative online adaptations by market players. A closer look at the consumer profiles shows that escape rooms appeal to families, friends, corporate teams, enthusiasts, and event planners alike. These experiences serve as a unique avenue for team building and social interaction. The Italian market demonstrates a strong youth engagement, with a considerable segment of players under the age of 21. In terms of regulatory aspects, operators must navigate the process of registering a VAT number, setting up the venue, and acquiring the necessary permits. Companies can operate under various legal forms, with options to benefit from tax-advantaged regimes like the flat-rate. The escape room experience has become a sought-after entertainment choice, and despite challenges like the health crisis, it continues to present a viable investment opportunity within Italy's leisure industry.

Prominent Contributors to the Dynamic Escape Room Market Landscape

The escape room market, an eclectic mix of immersive puzzle-solving experiences, has witnessed substantial growth worldwide. Among the myriad of market players, certain companies have garnered significant attention due to their innovative approaches and widespread popularity among escape room enthusiasts.

• Breakout Games : As a leading escape room booking platform, Breakout Games has established a robust presence in the industry. It offers a user-friendly website that aggregates various escape room options, facilitating seamless bookings for those eager to indulge in this interactive activity.
• Intrapola.to : This Italian Escape Room franchise epitomizes the exponential growth of escape rooms in Italy. Intrapola.to has spread its wings across the nation and beyond, with a strong emphasis on safety and a high-quality gaming experience. Their rooms, designed around intriguing themes, have attracted a vast array of customers from thrill-seekers to team-building corporate groups.
• Fugacemente : Renowned for thematic consistency and elaborate scenarios, Fugacemente prides itself in offering more than just a game—they craft compelling narratives that engage participants at a deeper level, often involving professional actors to elevate the immersive experience.
• Maniac Palace : Situated in Milan and known as a haven for escape room aficionados, the Maniac Palace boasts an extensive array of rooms, making it the largest escape room venue in Italy. The vast space and intricate game designs offer a sprawling, captivating adventure.
• Cronos Escape Room Brescia : A standout among local independent escape rooms, Cronos Escape Room Brescia has carved out a niche with its imaginative room concepts and has become a go-to destination for those seeking a thrilling escape challenge in the Brescia area.

Each of these players, whether they operate through an online platform, as part of a franchise, or as standalone locations, contributes uniquely to the diverse tapestry of the escape room market. They have harnessed the growing interest in this form of entertainment and have been pivotal in shaping the industry's trajectory, offering a mix of compelling narratives, challenging puzzles, and, importantly, a chance for people to connect in a novel, experiential way.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 12/07/2023

Summary and extracts

List of charts

• Main countries by number of escape rooms
• Age of Escape Rooms players
• Interest in months for escape rooms
• Evolution of the escape room market in the United States