The first VR park in Tajikistan

About the partner

The first WARPOINT virtual reality park opened in Dushanbe, and it became a notable event for the city. The project's partner is Ruslan, an entrepreneur with a broad business background: real estate, trade, entertainment. Besides WARPOINT, Ruslan owns the entertainment park Flip Park.

Ruslan has experience in a family business covering trade, manufacturing and real estate. But WARPOINT became his personal project, and he threw himself into it with enthusiasm.

When I was about 10, my friend and I fantasised about the future of games. We imagined that people would put on goggles and find themselves inside the game. And here I am at 33, the first person in my country to open such a club. It was a dream that became reality.

Ruslan, partner in Dushanbe

A dream comes true

Ruslan's idea of opening a VR park did not appear by chance. When he was about ten, he and a friend living in another country often played on the Sony PlayStation and dreamed of a future where you could literally step inside the game — the thought delighted and captivated them. Ruslan became the first entrepreneur to launch VR entertainment in his country.

Negotiations and opening

A WARPOINT advertisement online caught his eye, and Ruslan submitted an enquiry. Negotiations with the management company lasted more than a year: they were choosing a suitable space and resolving organisational questions. Payment proved difficult because of banking restrictions and sanctions — transferring the money took about two months.

Refurbishment and opening

As soon as the financial questions were settled the refurbishment began and lasted four months. In parallel the merchandise was ordered and delivered, which took another two months or so. Despite the difficulties the opening went to plan, and the final result matched the design project exactly.

Support from the management company

Ruslan notes that the opening was difficult, but support from the management company played a key role: recommendations and the approval of even minor details paid off.

I really liked working with the manager and the support at every stage. Our design is excellent and customers love it, and even the shopping centre's administration is very pleased with the high standard of our park.

Ruslan, partner in Dushanbe

Strengths and the fine points of running a park

The park covers 500 m² in total, of which the VR arena itself takes up 300 m². The park also has two lounge zones, an extreme entertainment area and a VR STATION. This makes it possible not only to run team battles in VR but to offer guests a wide choice of extra activities.

Ruslan describes his approach at launch as trust in the experience and competence of the management company. It has helped partners open around 300 arenas around the world, and following that experience makes success more likely than going without it. Every step was agreed: from choosing the location to the promotion strategy, the partner received clear recommendations that helped avoid mistakes at the start.

We have a really cool design and customers love it. There were tons of small things we constantly agreed with the manager. The management company monitors our financial indicators and advises on how to grow revenue. We have a separate manager running social media — also on the management company's recommendation.

Ruslan, partner in Dushanbe

The partner's best practices

Ruslan shared his experience, and we put together a list of practices that will help you grow your VR park.

• Steady revenue growth thanks to a quality product. WARPOINT ARENA is a new game on Dushanbe's entertainment market. That drives the park's recognition and starts word of mouth.
• Demo games for parents. While the children play in the arena, parents are offered a round of Beat Saber in the VR STATION zone, snowboarding or boxing — the most popular games. If they enjoy the demo, parents pay for a full game. The different zones make it possible to involve visitors of every age.
• Prices at the bottom of the market at launch. Prices are currently set so that as many people as possible get to know the new product; after the first months of operation they will be adjusted to the market.
• Fill the guests' waiting time. If a queue forms at the entrance, staff offer parents to wait for their children in the VR STATION zone free of charge. If guests overrun their arena session, the next group is offered a free game on the PlayStation.
• Running social media regularly on the management company's recommendations.
• Good relations with the shopping centre's administration. That allows a flexible schedule — staying open «until the last customer».
• Service and comfort. Five staff in the park, a high level of service, attention to visitors' comfort. What matters most is that guests are happy.

A piece of the interview: the main advice

— How do you make WARPOINT the name on everyone's lips so it works for you?

— WARPOINT ARENA is a new level of entertainment in our city. The game itself and the VR format start the word of mouth, and people share their emotions and impressions with each other. The product sells itself.

— Is it worth «listening to» the management company?

— I think so. That is what we do. When I was planning to open a franchise business, we analysed the franchise packages of different companies and looked at what the management companies had already achieved in the market. WARPOINT's management company has opened arenas in many countries. Our success is their success. We coordinate our steps with the partner manager and work together.

Don't be afraid to take risks, strike while the iron is hot! Analyse the traffic and the product, forecast the revenue. If you want people to come to you — do it well, and customers will definitely return!

Ruslan's advice for future franchisees