Identification of Memorable Game Experiences: Analysis of Escape Rooms Visitors’ Experiences

Escape room is a type of game in which players have to solve several puzzles to leave the room in a limited time. It is a relatively new form of recreation but thanks to the global diffusion of innovations, the game has reached all continents over the decade, gaining unprecedented popularity, especially in large cities. The article aims to identify and characterize the attributes of memorable game experiences (MGEs) of escape room customers in Budapest, Hungary (the eldest in Europe, well-established market for this entertainment). The paper attempts to define the components of MGEs innovatively, using text-mining analysis of big data. This study used mixed methods: quantitative and qualitative. The research material consisted of 6203 opinions on experiences in 29 escape rooms in Budapest posted on TripAdvisor. The main components of positive experiences of users of escape rooms are puzzles as well as the arrangement and decoration. Other key components of the experience include staff, storytelling, the value of service, ambience, and atmosphere. Memorable game experiences are strongly saturated with emotions, resulting from the players’ high involvement in the game and their full immersion in an artificially arranged problem situation. The obtained results indicate both the key areas necessary to create positive experiences and the elements resulting in the formation of negative experiences.