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DNA Association marks DooH milestones

By Retail Technology | Friday July 12 2013

New organisation announces major developments, including its first fifty founders, a book deal and Yearbook launch

The Digital out-of-home entertainment Network Association (DNA) has announced an update on its development as a rapidly growing affiliation of individuals and companies in the space.

It has revealed its first fifty new founding members, a book publishing deal and the launch of a new Yearbook service to support the growing association. It is also bestowing its first ‘Honorary Member’.

Marking the first fifty

The Association's first founding members are made up of leading names from throughout the key areas of the digital out-of-home (DooH) and entertainment sector, comprising amusement, attractions, retail, hospitality, edutainment and leisure. This support establishes the DNA as the only organisation to promote and support the opportunities and developments in the DooH entertainment (DOE) sector.

Kevin Williams, the DNA's founding chairman, stated: “I am honoured to reveal that names such as SEGA Amusements, NAMCO Entertainment, LAI Games, UNIS and Raw Thrills are just some of the amusement corporations that have joined the DNA this year. Likewise, respected names such as Brunswick Bowling, Sound Leisure, Simworx, Creative Works and Dave & Buster’s from the attraction and hospitality areas of DOE sector are a few of the total 50 that have added their names.”

The Association also announced its first ‘Honorary Member’ as industry visionary Nolan Bushnell, credited for his work in establishing the early video amusement business. Williams added that the Association is now towards consolidating its position, starting the work of promoting businesses opportunities and forming new alliances. 

Galvanising industry representation

The non-profit organisation will work to highlight the scope of opportunities in the DOE sector and to promote key developments of its members in their evolving markets. As part of this commitment the DNA will this year publish a book covering in detail the DOE market and key developers and visionaries responsible for its emergence. 

Entitled, The Out-of-Home Immersive Entertainment Frontier, the new book includes a detailed overview of the business, as well as exclusive interviews with over 60 executives directly linked to the creation and development of the DOE sector. They include Nolan Bushnell, as well as from Raw Thrills, Triotech, NAMCO Entertainment, Dave & Buster’s, eXcape Entertainment, Creative Works, Sally Corp., Apple Industries, Oculus and Brent Bushnell of Two Bit Circus, to name a few. The paperback is due to be published later this year by Gower Publishing and is available for pre-order.

In support of the association’s membership and in order to publicise opportunities in the sector, the new trade association has also signed an exclusive agreement for the creation of a DNA Yearbook covering the association, membership and the sector it supports. To be released in November, the Yearbook will be available for circulation through the trade – to be made available through an agreement between the DNA and specialist publishing company 1878 Media.

International trade event activities

Following the success of the 2011 inaugural London and 2012 Los Angeles conferences, the Association held a special one-day seminar at the beginning of this year. The DNA London Seminar 2013 held in January was organised in partnership with the EAG International exhibition dedicated to the amusement and leisure industries. 

The DNA founding chairman has also been involved in a number of high-profile presentations to affiliated organisations interested in the opportunity that the DOE sector represents for their memberships. In one of these presentations, the DNA was invited to present the opportunities in DOE to Vendorcom, the trade organisation representing key stakeholders in the cards and payments industry. Vendorcom and the DNA have entered into discussions on future events. 

Likewise, the DNA announced earlier in the year it has entered into collaboration with the annual Square Meal Venues & Event exhibition, the UK gathering of the corporate events and hospitality sector. Now in its ninth year, the event will be held at the Old Billingsgate venue in the City of London. And a special ‘Supporters Rate’ is offered to DNA friends and supporters.

Looking towards the future

At this mid-point of 2013, the DNA Association has further developments in negotiation – and will announce plans for a special gathering of members and supporters for the end of the year – as well as discussions for the next two-day conference, which scheduled for 2014. In addition, work will proceed shortly with updating of the popular DNA Association website and social network; and discussions are underway to support members with a brand new newsletter focused exclusively on supporting and promoting activities and developments in the sector.

Efforts are now underway to continue the growth of the DNA from this phenomenal start – with a special emphasis on increasing the number of members, establishing affiliations with likeminded organisations, and building the scope of services and activities that are exclusively available.

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