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“We decided on gaming and found that “How do people change their mindset as I think once somebody comes in and tries
the industry, for the most part, is very to what to do? There used to be a time it out, they totally get it and will help
broke,” he says, noting only few “big when people might go to a cottage or rent spread the word. With every business it’s
juggernauts” existed in the industry when a trailer for three of four days. Now they’re always difficult to get your first customers
they were introduced to the potential of trying to figure out something they can do in because word of mouth is the best way
virtual reality technology in the early part locally.” to grow and for us, it’s even more critical.”
of 2016 which at the time was consumer To entice customers, he says Ctrl V has He jokes tongue-in-cheek that
ready despite being available for at least changed many of its traditional marketing
30 years. “We just hit the pavement and strategies, even dipping its feet into ‘global domination’ is a potential
got things rolling.” ‘guerilla marketing’ and ensuring they end goal for Ctrl V, noting that VR
The Ctrl V concept quickly took shape, continually expand their experiences and technology is constantly evolving,
and the possibilities are becoming
resulting in the company opening at embrace new technologies. endless.
least 30 franchise locations in Ontario “We’re always paying attention to the
and nationwide in 2017, including one in industry to see what’s coming out “I will work as hard as I can to make sure
Cambridge located at a large commercial and trying to test it out to see if it’s that Ctrl V is at the forefront,” says Robert,
space at 755 Coronation Blvd. Its U.S. commercially viable,” says Robert, adding adding regardless of whatever business
counterpart, Ctrl V LLC, also began Ctrl V utilizes a 26-step vetting process they are in, entrepreneurs must always
expanding south of the border that same when it comes adding new content. “Our work hard to achieve success.
year. However, like businesses in many mission is to elevate experiences from the “I would say work harder than you think
sectors, the venture came to a screeching standpoint of our customers and from the you need to because it’s going require
halt when the pandemic hit forcing society standpoint of our franchisees.” more than that. Your daily goal should
to give up social gatherings. be to walk around knowing that you are
Although the Cambridge location, along As a result, his customer base covers working harder than every single person
a wide spectrum, including attracting
with most of the others, became economic seniors who have embraced the many you meet, even without knowing them.”
‘causalities’ of prolonged lockdowns, benefits VR technology can provide such Visit www.ctrlvarcade.com for more.
Robert never gave up and reignited the as mental stimulation and enhanced
idea as soon as life returned to normal. physical and cognitive opportunities.
Ctrl V now operates in many locations,
including Waterloo, Guelph, Red Deer, “We have a 94-year-old customer who
Mount Forest, with new ones coming to comes in with his great-grandson to play
Ancaster, Winston-Salem NC, and Plano, a par 42 mini-golf course,” says Robert,
TX. The Cambridge facility reopened this adding stereotypical ‘gamers’ or those
past February at 800 Franklin Blvd. with heavy tech knowledge are not typical
Although it encompasses approximately clients. “They’re going to come in here
with a myriad of knowledge and be more
half the size of other Ctrl V locations, concerned about what issue and scale of
which usually cover 4,000 square feet, he the game we’re offering rather than just
says the approximately 200 experiences enjoying the experience.”
the Cambridge location provides has been
enthralling a growing stream of clients Enjoyment and fun are key, which is why
looking for something fun to do close to Ctrl V provides experiences that people, or
home. companies hosting corporate functions,
“People became so frustrated during the can embrace without fear of looking out
of place because they are not gamers.
lockdowns, even the supporters of the
lockdown, and I think they’re still pushing “I think people worry they’re going to come
their way out,” says Robert, adding in and discover a bunch of complicated
changing political factors have instigated games, but it’s not that at all,” says Robert.
economic impacts when it comes to “I think the toughest part, honestly, is
people’s spending habits. trying to educate the community because
nobody else does what we do.

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