The escape game in the service of corporate culture

Do you know the great adventure of escape game? Did you know that there were over 800 escape games in France (source 2020)? After the opening of the first concept in Paris in 2013, the fervor around escape games has grown incredibly. If at first the tests seemed simple and basic, the market has experienced considerable growth, giving rise to escape games with formidable tests and fascinating stories.

More than just a moment of friendship with friends, the escape game has become an activity for companies that capitalize on it as a lever for management, internal communication and team building. To learn more, meet Damien Lapipe, CEO and founder of THE ONE Escape in Paris.

JUPDLC: Can you give us your definition of an escape game?

Damien Lapipe: An escape game, as its name suggests, is a full-size immersive game concept where players must, within a certain time, complete a mission and/or reach an objective. In a closed room, they will evolve in immersive scenarios, research, manipulate, rack their brains to solve puzzles to progress through the story until reaching their main objective.

JUPDLC: Tell us about your concept? How original are your ideas?

Our sign was imagined with the aim of bringing new breath to the escape game. All our adventures bring together several state-of-the-art engines designed for players to experience real sensations and make their experience increasingly immersive and sensational.

In addition, our adventure “The Crime of the Orient Express” has the particularity of mixing escape game, murder party and immersive theater in a surprising cocktail. In fact, players will have to embody the passengers of the train who will all be suspects in the murder and will have to carry out different missions to solve the plot and unmask the murderer who will hide among the players.

JUPDLC: What kind of clients do you get?

Today we receive two types of customers:

– The first one (70% of our activity) is the private clientele, usually men and women between 18 and 45 years old looking to have a good time with friends, we also receive many family groups on weekends or even business events . birthday type or EVG/EVJF.

– The second (30% of our activity) is corporate customers, usually within the framework of a seminar, to bring together employees who do not know each other, to strengthen the bonds of their teams or more generally simply to thank employees around one and fun event.

JUPDLC: More and more companies are choosing escape games to unite employees. How can you explain this?

It is undeniable, today the Escape Game activity is a great success with companies. Also, we see this through the number of bookings we get from them. At the same time, the escape game concept leads players to collaborate in a fun and exciting way in a life-size game in movie-set rooms, each more realistic than the other and they enjoy it when looking for an activity to bring together. and unite your collaborators. In this race against time, employees will reveal themselves through collective intelligence. Everyone will want to show initiative and actively participate in the group’s success. It will be essential that they collaborate and communicate in order not to waste time and succeed in the common mission. In addition to being a wonderful icebreaker, the breakout game allows you to highlight all these professional lessons directly induced by the game. The debriefing after a session to later intervene as a team coaching session.

In addition, it is an original, playful and fun activity and today it is acclaimed by a large number of people. The company or organization knows with this uniting vector that employees will enjoy and remember this moment of cohesion.

JUPDLC: What is the added value of an escape game to create that famous sense of belonging?

I think I can say that the escape game is one of the best ways to bring people together and make them aware that collectively we evolve more efficiently and faster than individually. The fact of having to evolve as a team encourages the group to unite and unite to evolve in the same harmony and be more productive. This is where the famous feeling of belonging comes from, which will unite the group and create a feeling of success that will motivate and stimulate progress in the game. All team members will play a key role in solving the event and the task at hand to help your team. Finally, everyone will feel concerned with a common goal that will reinforce their sense of belonging to the group.

JUPDLC: If the escape room model is not so new, how do you manage to make a difference and reinvent yourself?

That’s a very good question. Today I think people who like escape games are diversifying and reaching out to a community of experience and “WAOW” enthusiasts. What they want is to have fun and experience a game that will stick in their minds and keep them talking about it for hours after the game is over.

Based on this observation and taking into account the evolution of increasingly digital innovations, without forgetting the experiences that everyone wants to be as immersive and sensational as possible, it seems obvious that the concept of escape game must evolve to adapt to these new criteria.

THE ONE Escape has therefore made it a point of honor to streamline and reinvent the gaming experience. This will include the scenarios, but also the many technologies present in the rooms or the game concept for which we have brought a very advanced dramatization that is still rarely used in Escape Games.

Of course, we will have to continue our momentum and offer new rooms that will always have to be more immersive and offer a reinvented and more participatory gaming experience. The gaming world and the expectations of our customers are constantly changing and, in my opinion, the key to success lies in the search for new sensations.

JUPDLC: Brands are increasingly involved in breakout game formats (Ubisoft, La Poste, Orange). From a marketing point of view, what is the advantage of an escape game for your brand image?

In fact, the Escape Game is a lever to transmit a strong brand image through the game, which is increasingly present in the area of ​​video games, where we will also talk about Gaming Marketing. Brands will use it to build their brand marketing and unite their community using the escape game as a vehicle for their brand image.

Brands will create a game of escape from their image in order to obtain an original and relevant customer capture lever, while strengthening ties with their community/consumers. I am thinking in particular of Chupa Chups who, in collaboration with Netflix, created an online escape game with their Chupa Chups in the Casa Del Papel universe.

I’m also thinking about brands that organize ephemeral escape games to promote the launch of one of their products with a room in a real place where they invest to transform it into a means of communication and promotion. The concept of the escape game is assumed with the aim of carrying out a mission around the brand or product in a playful and fun way.

Returning to the theme of the escape game at the service of corporate culture, we can also think about the brands that use it as part of their brand marketing and that unite their employees and their community using the escape game as a vector of their corporate culture. Through the game, you will be able to reflect your value of proximity to your employees, convey sharing, collaboration, listening or even highlight the importance of the well-being of your employees.

JUPDLC: Finally, what future for the breakout game in 5 years?

I can only hope that the market continues to diversify to the delight of our players! The number of brands has continued to increase since first appearing in France in 2013 and the pace continues to be sustained even after the crisis. The entrance ticket is, however, increasingly important and new entrants will find it much more difficult to find a place for themselves if they do not bring anything new, whether in the story, the staging, the mechanisms, the wow effects, the acting or the role. play .

With the passage of time, players are more and more experienced and mechanically more and more attentive to details and therefore demanding. I think the future of Escape Game is in new ways of playing, new interactions, new ways of reinventing the very concept of Escape Game.

For those who want to experience THE ONE Escape adventure, it’s here!

The JUPDLC editorial team live from THE ONE Escape

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