An Overview

 Escape room games- Insights

Ever wanted to try an escape room, but didn't know where to start looking for one, or what it really means? How about you've looked into what escape rooms are, but you don't know how to begin the process of finding a game and then actually solving the puzzles to get out?

Escape 60 in Brazil pulled off a blinding example of this in 2015 when they linked up with Ubisoft, the creators of fantasy behemoth Assassin's Creed, to get ahead of the game and create an escape room orchestrated around the release of Assassin's Creed Syndicate. America's Escape Game, Marriott Vacations Worldwide and Vistana Signature Experiences also collaborated to bring the worlds of hospitality and entertainment together, which is now a growing trend. Alex Reece, CEO of America's Escape Game, commented in an interview at the time (October 2016), "We see a very bright future of incorporating escape rooms powered by America's Escape Game in multiple Vistana locations in the coming months and years. There is no doubt that this powerful alliance will bring the exploding escape room experience to many enthusiasts throughout the world."

Fast-forward to 2017, and that same love of immersion drives many of the elaborate marketing activations we see today in escape rooms. "I think the immersion allows for it to be more personal and customized," Joanna Scholl, vice president of marketing at HBO said when quoted in an interview at this year's SXSW conference. When asked about HBO: The Escape she remarked, "Each person feels like they themselves are part of that experience, and it leaves much more of a memorable note for them."

Ryan Coan founder of agency Creative Riff, the experiential marketing specialists who were the creators of the Prison Break escape room takeover also commented at the same event: "Experiential marketing is special because it's an engagement. It's something fans are choosing to do. Fans are so obsessive over this content, they're so in love with these characters and their stories, that by allowing them to step inside that story and feel like they're a part of it - even for a moment - is a really special experience."

Design and innovation is at the forefront of this shrewd marketing trend as each room may have a different theme or difficulty level where the clues will also be themed around the subject matter of each room. The quality of the room has to be excellent and the immersion factor at the fore. The more the participants feel like they are 'part of that space' the more of a lasting impact the experience will have. This means competition is fierce and marketers have to be sharper than ever to find that perfect 'hook'. That said, it doesn't look like this marketing method is slowing up, so look out for the next immersive escape room experience leaping off a screen near you soon!