Once a staple of boardwalks and malls, arcades are now making a comeback in hotels—this time as sophisticated, revenue-generating attractions. From bustling resorts to smaller independent properties, hoteliers are rediscovering how a well-designed game room can keep guests entertained, boost F&B sales and strengthen the bottom line.
“Every hotel has spaces that could be more active,” said Jonathan Betti, SVP, business development and sales, Betson Enterprises, which handles many aspects of an arcade from design and installation to consulting. “By adding games, you turn a dormant area into a year-round attraction that’s consistent, fun and profitable.”
In recent years, the company has seen a sharp uptick in hotel and resort clients looking to add or upgrade game rooms. Betti said the reason is simple: they work.
“From a revenue-per-square-foot perspective, arcades are one of the most profitable amenities you can add,” he said. “We’ve seen properties recover their investment in as little as six to 18 months.”
Betson offers end-to-end support, from CAD-based design and game selection to in-house financing and training. Through Betson Technical University, hotel staff learn the basics of arcade repair and preventive maintenance—skills that help maximize uptime and reduce costs.
“There’s a perception that running an arcade is complicated,” Betti said. “Our job is to make it simple. We set up systems that are easy to manage and built to last.”
While the nostalgic clink of tokens may be fading, the fun hasn’t. Betti said nearly every new arcade installation now uses a digital card system, allowing guests to load credits, track rewards and even benefit from promotions.
“It’s a better experience for both the guest and the operator,” he pointed out. “You can offer things like happy-hour pricing or birthday bundles, and you’re not dealing with jams or paper tickets. Plus, the data you get helps tailor marketing and promotions.”
At Big Horn Resort in Billings, MT, a new arcade has quickly become a centerpiece of the guest experience. The 3,200-sq.-ft. space features more than 40 games—from virtual-reality adventures to family favorites like air hockey and claw machines—curated and installed by Betson.
“Adding an arcade was the perfect solution for our needs,” said Charles Jones, regional maintenance director at the resort. “It brings guests of all ages together for fun, laughter and a little friendly competition.”
While many hotels treat game rooms as revenue centers, others are finding equal value in offering them as complimentary guest amenities.Stein Eriksen Lodge in Park City, UT, took that approach when it added the 3,500-sq.-ft. Champions Club, a family-friendly space that combines arcade games with a restaurant.
“The challenge was finding a balance between luxury and practicality, and between vintage and cutting-edge gaming equipment,” said Dan Bullert, VP, operations, Stein Eriksen Lodge. “We wanted something that felt in line with our brand while giving guests a fun, unexpected experience.”
Working with Betson Enterprises, the property installed a mix of classics and modern favorites, including The World’s Largest Pac-Man, Jurassic Park Arcade, Star Wars Pinball and Galaga. The arcade’s games are set to free play, focusing on experience over revenue.
“Our goal wasn’t to charge guests per play,” Bullert said. “It was to create an amenity that enhances the overall stay and supports guest satisfaction and retention.”
Beyond direct revenue, game rooms often spark secondary spending at hotel bars and restaurants. “If guests are hanging out to play Golden Tee or Pop-A-Shot, they’re more likely to order another drink or stay for dinner,” Betti explained. “It’s about keeping them engaged and on property longer.”
For families, arcades also serve as an all-weather amenity—something that can fill the gap on a rainy afternoon or a quiet evening. And unlike pools or spas, game rooms require minimal staffing and maintenance once installed.
“Parents love that the kids are entertained, and a lot of the games are multiplayer, so families end up playing together,” Betti said. “It’s creating moments and memories, not just transactions.”
