From video games to virtual reality - Timezone's secret to longevity

Timezone's Gold Coast location is the only one co-owned by its manager, who has turned it from a classic arcade to an award-winning attraction.

A player tries out Timezone's new virtual reality game. Source: Supplied

When Juan Uribe took over management of the Timezone location in the Gold Coast in 2003, it was a struggling arcade.

"All the pocket money that teenagers had at the time didn't go to the amusement centres. It went to their mobile phones, downloading music, downloading games,” he says.

He realised he needed to refocus the business on families. He began bringing in group games, like basketball and bumper cars, in lieu of traditionally solo video games.

“The industry changed and became - rather than video - more hands-on, ability games. Games where you are the performer.”

Juan's strategy proved a winner. Families are now the source of 60% of turnover at Timezone’s Gold Coast location - and the site's added an extra 2000 square metres of gaming space since he took over.

Now he's exploring the next frontier of gaming: virtual reality.

His first VR unit is a seated game that takes players on a simulated roller coaster ride.

Timezone's first virtual reality unit. Source: Supplied

But VR games typically require an attendant to monitor them, which Juan says is one of the format’s biggest setbacks because of the added labour costs.

His VR unit is a prototype that doesn't require any monitoring. While it offers savings on staffing costs, the upfront costs aren't cheap.

“It is going to be over $60,000 US. Just the goggles cost anywhere around $1000."

Timezone legacy

At 69 years old, Juan has been working for Timezone for nearly 40 years. He spent years running locations in Southeast Asia, before being lured to the Gold Coast with an offer he couldn’t refuse: 50% ownership of the business.

Timezone Gold Coast co-owner, Juan Uribe. Source: Supplied

It's the only such arrangement out of more than 200 locations in the whole company, which is owned by parent company Leisure and Allied Industries – which itself was set up by Timezone founder Malcolm Steinberg.

Now Juan's son Alex is following in his footsteps.

“Being the background that my old man is, it's very much family helps out in the business, so I wanted to continue that,” Alex says.

But Juan’s not thinking of retirement just yet.

“That day will be when he's six foot under,” jokes Alex. “He's as stubborn as all hell, and he will be here until he goes.”

“I know what I will do,” Juan says. “Keep going.”

Watch this story at the top of the page, or catch the full episode on SBS On Demand.