Hollywood Gaming

Drawing on the experience and skills its team has built over more than 15 years supplying global entertainment giants, Hollywood Gaming is developing new multi-sensory visitor experiences and has set ambitious international growth plans.

Hollywood Gaming has become a market leader in providing effects using its hardware and software solutions working with companies such as Hasbro, Paramount Pictures, Sony and EA on games distributed by Sega Amusements to arcades and family entertainment centres around the world.

Led by directors Malcolm Barnes and Mark Evans, the company is developing a new service, Immersive Hollywood, where it will open venues of its own and provide unique multi-sensory visitor experiences including a safari, alien invasion and dinosaur world.

Each would use the same physical props but, by tailoring the VR and other 4D elements such as smells, motion and wind, every experience would be different despite taking place in the same place.

Director Malcolm Barnes explained: “We believe that our experience and skills in this area give us a great platform to create our own venues and our own experiences.

“The plan would be to make them interchangeable – so you could have a horror game running for one group of visitors and then change that to be something child-friendly using the same props, but with a different narrative and different reality experiences.

“As well as extended reality, our games will be brought to life with props and tapping into other senses such as touch and smell, which is what helps to set them apart from ordinary virtual reality experiences.

“This kind of experience is normally reserved for major cities like London, but we want to bring it to the masses through location and our price points, which make them much more accessible for people.

“It won’t just be a 30-minute experience. The story will start before visitors have even arrived and will offer a great day out for family and friends.”

The team is currently mapping out its exciting business expansion and scoping locations, with plans to raise around £800,000 in investment to achieve its growth. The company will open in strategic locations in the UK before expanding to Europe and North America.

Hollywood Gaming’s directors are being supported by the University of Warwick Science Park’s Business Ready programme, which is managed by the business support team at the University of Warwick Science Park and funded by the European Regional Development Fund and Warwickshire County Council as part of the CW Business: Start, Grow & Scale Programme.

Gaynor Matthews, a Business Ready Adviser, has been working with Hollywood Gaming on how to position itself within the marketplace.

“Gaynor has been really helpful,” said Malcolm. “We approached Business Ready around August 2020 and as well as supporting us around the way we can market ourselves, she has been a really big support from a business mentorship point of view.

“I am a big believer in tapping into other people’s knowledge and specialist skills and Gaynor has been great at introducing us to other mentors for support, which has helped to move us onto this stage.

“We are grateful for the help we’ve received from Business Ready in getting us this far and can’t wait to launch our first venue.”

Gaynor said: “We are delighted to have supported the team at Hollywood Gaming as it embarks on its expansion.

“Business Ready is here to help companies which are ready to grow and take that next step. Hollywood Gaming is a great example of that.”

Key takeaways…

  • Drawing on the skills and experience its team has built over 15 years, Hollywood Gaming is now bringing a new immersive, multi-sensory entertainment experience to the UK market, with plans for international expansion – for more information about the company visit https://www.hollywoodgaming.com/
  • Hollywood Gaming’s directors are drawing on support from the University of Warwick Science Park’s Business Ready programme to strengthen its market positioning and identify suitable mentors for the team to help them realise their goals – for more information about the programme visit https://business-ready.co.uk/

Related campaign:  

The META Games Industry Index is a campaign powered by UMi, with the support of Ukie.  

The index highlights and celebrates the creativity, innovation, job creating and positive social impact of the games industry across the UK. For more information, please visit https://www.metagamesindex.co.uk/ 


Image (left to right): Mark Evans (Director, Hollywood Gaming), Gaynor Matthews (Adviser, Business Ready) and Malcolm Barnes (Director, Hollywood Gaming).

Neina Sheldon
Article by Neina Sheldon
Share Article