First Look: Chuck E. Cheese launches new arcade concept for adults in 10 malls
Chuck E. Cheese has debuted a spin-off entertainment concept for adults who still love to play games.
The company has launched Chuck’s Arcade, which combines a rotating mix of retro classics with the hottest new titles, including state-of-the-art racing simulators and immersive virtual reality hits. Included in the curated collection of retro legends are such offerings as Ms. Pac-Man, Galaga, Mortal Kombat, Donkey Kong and Centipede.
Select arcade locations also feature retro-themed merchandise. The assortment includes classic logo apparel, collectible toys, novelty candy and prize redemption items.
To date, Chuck’s Arcade has opened in 10 malls across the country, with locations that include St. Petersburg, Fla.; Trumbull, Conn.; Oklahoma City and Tulsa, Okla.; Victor, N.Y.; Buford, Ga.; El Paso, Texas; Nashua and Salem, N.H.; and St. Louis. More locations are on the horizon.
In addition, the company has opened a “one-of-a-kind” Chuck’s Arcade and Pizzeria in Kansas City, Mo., that includes original artwork spanning the history of Chuck E. Cheese and a full menu.
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Image courtesy of Chuck E. Cheese. -
Image courtesy of Chuck E. Cheese. -
Image courtesy of Chuck E. Cheese. -
Image courtesy of Chuck E. Cheese. -
Image courtesy of Chuck E. Cheese.
Each Chuck's Arcade is overseen by an animatronic character such as Chuck E. Cheese or one of the other familiar figures from the brand’s past. The characters, however, do not perform as they do at Chuck R. Cheese locations. Instead, they stand watch in what is described as “a nostalgic nod” to the company’s history.
No two Chuck’s Arcade locations are exactly alike, the company said. Instead, each offers a unique environment.
According the to company, the arcade was created for adults and lifelong fans who grew up “surrounded by the electric glow of arcade screens, the symphony of digital soundtracks and the thrill of chasing high scores with friends long into the night.”
“Chuck E. Cheese has spent decades mastering the arcade experience — it's in our DNA,” said David McKillips, CEO of Chuck E. Cheese, which has more than 500 locations nationwide. “Thanks to the expertise of our talented technicians and the successful transformation of almost 500 fun centers worldwide, we’ve built the operational and creative foundation to take our brand beyond our traditional four walls. Chuck’s Arcade is a natural evolution — an opportunity to extend our arcade legacy into new formats that engage both lifelong fans and a new generation through a curated mix of retro classics and cutting-edge experiences.”
