By Nick DiMatteo, Fortyfivegames
There’s a trend grabbing attention in the U.S. amusement and arcade industry, and it’s not rinse and repeat.
It’s called Crane Rooms, and if you’ve ever seen a group of teens crowding around duck filled claw machines, snapping selfies, and cheering on each other’s wins, you’ve seen the soul of this movement.
From coast to coast -- and inspired by Japanese models blended with an old skool Jersey Shore feel -- these rooms are popping up across the globe. The rooms typically have 30 or more crane games, but they’re not thrown together like a warehouse fire sale. They are more like a curated experience painted in softer colors. The environment has playful lighting, stuffed animals, collectible goods, with the oh so necessary social media opportunity. It leans towards a younger audience, particularly skewing toward a female Gen Z demographic.
So, What Exactly is a “Crane Room”?
Image courtesy of Million Life.
A Crane Room is a dedicated space filled with crane games. Simple and straightforward right? Not exactly. It could be a standalone concept or themed section within an arcade but it isn’t about dropping in 30 games and hoping for the best. These spaces are branded, designed, and merchandised to create a mini retail experience where guests feel like they’re shopping, not just playing.
When done right, they blend the thrill of the win with the control of choice. Using a blend is what drives these rooms. Some rooms even offer a “Trade Up” program. This is where guests can win smaller items and redeem them for a larger or more premium item.
How do you gamify the shopping experience while boosting time on the floor and, believe it or not, drive incremental per capita spend? Guess what?? Crane Rooms.
Arcades have evolved dramatically over the past 20 years. Gone are the days of upright video games, paper tickets and moving the game room around to disrupt muscle memory. Those strategies worked 20 years ago. Today is a new day and the new day needs new ideas.
Evolution in Entertainment
Image courtesy of Mirai
These Crane Rooms represent the latest wrinkle in this progression. I like to think of it as a reimagined space where the game is the store and guests are empowered to play while shopping. My first overseas recon for this started in late 2022 and still continue to this day.
This trend touches on a few key factors:
Social media appeal - Kawaii-style setups practically beg for photos. Guests are sharing wins, posing with plushies, and tagging the location.
High Payout Percentages - The payout for these rooms should not be stingy. Winners create players, which drives more play. It’s a loop of excitement that builds and builds.
Gender balance - In an industry that often skews male in gameplay, Crane Rooms attracts younger female guests and family groups that may have skipped the play opportunity otherwise.
Branding flexibility - These rooms allow for custom branding, localized product assortments, and reduced equipment costs with significant revenue upside.
At the heart of this shift is a different approach to guest engagement. Crane Rooms can give the player the feel of retail power. Instead of walking up to a redemption counter to cash in points, they choose what they want and what they’d like to trade it for! Win. Win.
This taps into modern consumer behavior. Guests want choice, freedom, and the ability to share it.
Cranes are a Big ROI Boost
Image courtesy of Unis 2025
Operators who have installed claw rooms are already reporting noticeable performance boosts. With CapEx often 60 to 70% lower than traditional game rooms, the ROI on these experiences is certainly compelling.
The question isn’t whether claw machines are popular. They’ve never really gone away. The question is whether you want to double down on what’s working by rethinking how it’s delivered. Crane Rooms are tapping into a different play style. They are social, visual, and retail inspired.
If you have dedicated space, need to energize a large section, or want to attract a more diverse guest base, these rooms may be your next big win.
In an era where play and purchase merge, Crane Rooms can offer the best of both worlds. They’re part arcade, part collectible shop, and when done right, part photo op. When you create a space where guests can win, trade, and share, you’re not just dumping stuff in a crane anymore.
To crane or not to crane? The answer is starting to look pretty obvious.
