Escape rooms get more sophisticated

TWO years after the first escape room was established in Singapore, the basic rules are still the same. You find yourself locked in a (insert location here), there are clues all around you and your key to freedom is to solve the mystery at hand, one puzzle at a time.

What has changed, however, is the standard of the games. As with any industry trying to find its feet, game providers here are branching out and specialising in different areas in order to carve out their own niche.

The Escape Artist caters to large corporate groups and big-scale events. It has two outlets - the first at Bukit Timah Shopping Centre which opened in April last year, and the second at Prinsep Street.

Right now, it is working with the Asian Civilisations Museum (ACM) to conduct an off-site game on the museum's premises this weekend, in conjunction with the release of Ben Stiller's Night At The Museum 3. All the available 3,000-over tickets have been snapped up.

On the popularity of this particular set-up, Justin Lee, 29, one of the founders of The Escape Artist, says: "We're using the whole ACM so it's a huge area that they'll have to navigate, and multiple groups will be playing concurrently. Plus, of course, the ambience and artifacts play a part in creating a unique experience, although that also means our main concern is to safeguard the integrity of the artifacts."

The Escape Hunt Experience Singapore also caters to a more professional audience, hence its relatively higher prices per game.

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An average hour-long escape game in Singapore costs about S$25 per head, but at Escape Hunt, prices can go as high as S$38 each for a two-person game, although this gets cheaper as your group gets bigger.

Says the local franchise owner, Benjamin Tan, 28: "We are very service-oriented . . . we are more suitable for corporate clients because they don't just want the cheapest, they want the most comfortable."

True enough, you can expect top-notch service for your extra bucks at the Sherlock Holmes-themed establishment - from the cheery game marshal to the brown sofas in the holding area and the cup of TWG tea served to you at the end of your session.

Even though his is one of more than 10 companies in Singapore, Mr Tan finds that the industry is still in its early stages. "It seems like this is an increasing trend because I've found that a lot of people still haven't heard about this game even though it's been around for a while," he explains.

Singapore's earliest game providers, Real Escape Game in Singapore by Japanese events company Vivid Creations, has also noticed a consistent increase in ticket sales over the years. It has been conducting two large-scale games a year at various locations since January 2012, instead of opening a permanent outlet.

While its usual target is about 800 to 1,000 participants per game, the upcoming one at the Yio Chu Kang Stadium this weekend has exceeded that by selling almost 2,000 tickets. The theme for this round is based on a popular Japanese anime series Attack on Titan (Shingeki no Kyojin).

"Here in Singapore especially, people are dying to find something else to do other than going to cinemas, cafes or concerts. Escape games are an alternative entertainment for these people," says Danny Widodo of Vivid Creations.

He adds that Vivid Creations intends to triple the number of games next year, and this includes a Valentine's Day special at Gardens By The Bay, as well as a revival of its very first game that was held at Chijmes.

Founder of local company Lockdown.sg, Jonathan Ye, believes that the trend is here to stay. Although his company started business only last year, it has expanded to three outlets - two at Central and one at Suntec City - and has plans for a fourth outlet next year, plus more in Malaysia and Indonesia.

"We had over 60 corporate events over the last two months, and I think this is a sign of our customers' confidence in our quality and our hosts," says Mr Ye. "Similar to the movie industry, there will always be newcomers who wish to try their hand at filming, but we will remain the brand that can be trusted to deliver when it matters the most."

Mr Tan of The Escape Hunt Experience Singapore, notes: "I don't really think it's a passing fad. As the industry evolves, so do the games. And all it takes is to change the games and the whole genre is fresh again. As long as you keep it fresh and constantly innovate, then I think it can be around for quite a while."