Eurostar diversifies into indoor games

Eurostar, the market leader in marketing and distribution of digital satellite receiving systems, launched a subsidiary called Euro Games late last year, as part of their diversification policy.

Evaluating the UAE and the region, they zeroed in on indoor games, which offered tremendous growth prospects. Their research took them to the Far East, where a new game called QBowling - an innovative combination of billiards and bowling - had taken off.

Conceived and patented by Bowling World Korea, following four years of research and development, it has become tremendously popular in most of the Far East, Australia and parts of U.S. and Europe.

According to Mani Nair, regional manager - indoor games, Middle East and Africa: "We signed an agreement for 31 countries in the Middle East, India and Africa. As the master distributor for the game in these countries, we have the responsibility of introducing and popularising the game as well.

"We want to position it as an indoor sport and in the UAE we are trying to get the endorsement of the Sports Authority. Anyone aged above 10 can take up the game easily."

As part of its strategy of introducing the game, Euro Games has set up a six-lane QBowling Centre on the first floor of the Dubai Bowling Centre, near Al Shabab Club.

Opened on February 27, it has become a popular destination for indoor sport enthusiasts, logging 5,000 games in March.

EuroGames is looking for marketing and channel partners in all the regions.

According to Nair, their target is to sell 100 to 150 lanes in the first year. "The revenue model is profitable. Costing around $22,000 per lane, which includes a pinsetter and monitor, a six-lane bowling centre will break even in a year. All you need is a staff of three, comprising one counter sales person and two technical staff. Installation and training is free."

The response so far has been good, with Ras Al Khaimah all set to have its four-lane QBowling Centre soon. "There is considerable interest from Saudi Arabia, Bahrain and Iran. In June, we will be targeting India, with Delhi, Mumbai and Bangalore to be the primary focus," said Nair.

The management at Euro Games feel that this family-orientated fusion game is ideally suited for the population base in this region. In fact, QBowling centres can be set up cost-effectively in private and education institutions.

Another aspect of QBowling which Euro Games wants to promote is corporate merchandising and sponsorship. There are mystery scores each day and winners are offered a variety of prizes. Corporates can use this as a marketing tool to popularise their brand or merchandise. They can also sponsor tournaments.

Now that the ball has been set rolling, QBowling is all set to become the latest craze to hit the recreation scene.