How Laser Tag Revitalized a Struggling Bowling Centre: The Bowlarama Story

In early 2024, Bowlarama—once a go-to entertainment spot in Wellington, New Zealand—was facing what many ageing centres do: declining foot traffic, dated attractions, and tired decor. The entire centre was showing its age—fading foot traffic, dated attractions, tired décor, and a general sense that its best days were behind it.

But on 1 May 2024, new owners stepped in with a bold plan to turn things around. Just three months later, Bowlarama had undergone a complete transformation—and laser tag was at the heart of it.

From Rust to Revenue: Swapping Bumper Cars for Laser Tag

One of the first moves? Removing the underperforming bumper cars that were bringing in just $3,000 a month, and replacing them with a state-of-the-art laser tag arena powered by Zone’s Helios system. Almost immediately, the difference was night and day. Engagement soared, bookings surged, and the laser tag attraction is now generating more than $25,000 per month—and still climbing.

Elevating the Atmosphere with BLU Wallpaper

To complete the transformation, the owners installed our BLU Wallpaper system across the centre. It’s not just lighting—it’s mood, branding, and energy, all rolled into one seamless design. The visual impact was immediate. Paired with upgraded lighting and AV systems, BLU helped give the entire venue a fresh, futuristic feel without the need for a full architectural overhaul.

More Than Just Laser Tag

The laser tag wasn’t the only change. The team reimagined nearly every inch of the venue:

• Bowling lanes were refreshed with vibrant, custom artwork.

• A new karaoke room was added to broaden group appeal.

• The old inflatable castle made way for a modern arcade with better dwell-time and revenue potential.

• A dated VR area was transformed into a versatile party and function room.

• New signage, branding, and a fully redesigned website tied the vision together.

A True Turnaround Story

The results speak for themselves. What was once a dated, struggling venue is now one of the most exciting entertainment hubs in Wellington—with laser tag driving the momentum.

If you're operating an ageing centre or looking for a high-impact attraction that actually delivers results, this is the blueprint.

Want to learn more about how laser tag—and the right environmental design—can transform your venue?
Get in touch with us at LaserTag.comand let’s talk.