Dave & Buster's to allow customers to bet on arcade games

Customers can soon make a friendly $5 wager on a Hot Shots basketball game, a bet on a Skee-Ball competition or on another arcade game. The betting function, expected to launch in the next few months, will work through the company's app.

Dave & Buster's, started in 1982, now has more than 222 venues in North America, offering everything from bowling to laser tag, plus virtual reality. The company says it has five million loyalty members and 30 million unique visitors to its locations each year. The company's stock is up more than 50% over the past year.

As a boom in betting increases engagement among sports fans, digital gamification could have a similar effect within Dave & Buster's customer base by allowing loyalty members to compete with one another and earn rewards. Ultimately, it could mean people spend more time and money at the venues.

"We're thrilled to work with Lucra to bring this exciting new gaming platform to our customers," said Simon Murray, senior vice president of entertainment and attractions at Dave & Buster's. "This new partnership gives our loyalty members real-time, unrivaled gaming experiences, and reinforces our commitment to continuing to elevate our customer experience through innovative, cutting-edge technology."

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