While classic arcade machines, which at least accompanied my childhood, have disappeared from malls and screens have taken over kids' rooms, it is interesting to see how the Babylon Park chain managed to bring back some of the old magic through advanced technology that connects the machines of the past to today's children. Babylon Park operates ten complexes across the country, from south to north. I visited one of them.
They have locations in Eilat, the Krayot, Rishon Lezion, Modiin, Beersheba, and more. I visited their huge complex in Hangar 4, at the Tel Aviv port. A vast covered area, open all year round, featuring video games, simulators, roller coasters, bumper cars, ninja zones, a unique stage for performances, and mostly many happy children running around.
Efi Malka, founder and owner of the chain, explains the major technological shift that connects the physical experience of children at the complex with a digital experience they can take home. "Once there were tokens — half-shekel, shekel coins. Later, tickets. People would forget their tickets at home and get upset. I said — why not do everything through an app," he explains. "This move gave birth to a smart system that manages not only the customer experience but also the business itself: Usage data analysis, identifying popular games, sending coupons and event invitations in real time."
"Our system today can talk to every machine and know how much it was played, when, and which age group loves it the most. There is no analytical system like this in the world," Malka emphasizes.
Tal Har-Levi, the chain’s operations manager in Israel, adds: "This business is all about technology, all software. Anyone can buy machines. Not everyone knows how to connect it online, operate the game from the phone, give points that bring customers back to the park, and turn the experience into a cycle."
"The big innovation of Babylon in recent years is a full connection between online and offline. Today, a child plays at the park, receives a free coin in the app, accumulates digital tickets, and later can continue from home to challenge themselves and return to the park with bonuses," Har-Levi highlights.
Babylon is not satisfied with just the app and remote control. One of the new developments is augmented reality experiences in malls. The stars of this initiative are Babylon’s aliens, characters created by Malka, who inspire all the complexes and may soon become stars themselves. Each alien comes from a different planet with its own story and conveys educational messages to children, such as improving the environment and promoting a greener world. "We already see today that children get excited when their digital world enters reality. It is both smart advertising and a gaming experience that brings them back to us," explains Har-Levi. Meanwhile, the company is developing mobile robotic kiosks that will roam malls, recognize children, talk to them, offer prizes, and guide them to the park.
Smart Payments
One of the challenges in the arcade world has always been payments and machine maintenance. Babylon developed a smart controller that allows payment by credit cards directly on the machine, alongside the app.
“We managed to reduce credit card fees to almost zero and also give small business owners with just two machines a system we use,” Har-Levi explains, emphasizing that the system not only eases the customer experience but also protects the business: “We control every machine remotely. We know if it’s active, if there is a problem, and if someone tries to exploit the system.” Babylon’s systems, also active in the chain’s branches abroad, arouse great interest from various international start-ups.
Babylon’s branch in London is the most prominent, with 4,000 square meters, three floors with roller coasters and huge screens. “They looked at us and said, how do you make such a park at half our cost,” Malka recalls, “The secret is the connection between technology, creativity, and close family management.”
He adds that the COVID-19 period accelerated their technological revolution: "The world stopped, and we used that time to develop all the systems — the app, the controllers, the online connection. COVID pushed us ten years forward while competitors reduced activity. We built a complete platform that connects all the worlds. Today, there is no system in the world that provides such a full online and offline experience."
Babylon’s vision crosses physical boundaries. The chain is working on a full online game in the style of Fortnite, which will integrate with the physical experience in the parks. "Once a child can play Babylon online and earn real prizes at the park — we created a huge customer club. That will be a tremendous achievement. Within two years there will be no cash registers. The robot will talk to the child, give them a digital prize, and send them to get a toy. This is a completely futuristic fun experience."