It’s probably been a minute since most of us have visited a Chuck E. Cheese’s. If you’re a parent, it’s a no-brainer. It’s practically the birthday party mecca. However, gamers most likely don’t frequent a CEC as a hangout spot or seriously think about it as an arcade. What makes this so fascinating is a single fact: Chuck E. Cheese is the largest operator of arcades in the world, having almost 50,000 games to their name. It was after all founded by Nolan Bushnell, creator of Atari. So it makes sense that they’d want to embrace this status further, right?
Being a follower of the brand and someone who is nostalgic for the ‘90s and Y2K era of CEC, I was intrigued by a Simon Malls listing for a new occupant named Chuck’s Arcade. To my surprise, the Chuck being referred to is none other than Chuck E. Cheese himself and the logo for this arcade features the 1992 rendering of his 1981 likeness and the styling of the 1984 logo. I went on to make a post sharing this info on the Chuck E. Cheese subreddit and a few before me had spotted this info as well.
Did some digging on Chuck’s Arcade
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I was even more surprised that the listing for this new arcade already had a spot carved out in the Mall of Georgia in Buford, GA and was said to be “coming soon.” Another listing for Pheasant Lane Mall in Nashua, New Hampshire followed with the same info. No press release from CEC Entertainment or prior indicator had been given that this was even going to happen. But I had an idea as to what I was looking at.
Back in 2022, CEC Entertainment formed a new branch of the company, CEC Entertainment Concepts L.P. This branch was created specifically to be the parent company of a new mall arcade concept called Fun Spot Arcade. The arcade brand wouldn’t have any ties to CEC in its name or look. It wouldn’t have pizza, birthday parties or mascots. It was focused on being a small arcade mall concept not dissimilar from Namco arcades I can recall from my childhood like Aladdin’s Castle or, more appropriately, Atari Family Game Centers.
Fun Spot Arcade was considered a prototype concept and as such was trialed in a few different situations. The first of which was at a Holiday Inn Resort Suites in Orlando, Florida in 2022, signaling the beginning of a hotel arcade management proposition. However, the first public acknowledgment of the brand extension didn’t come until September 2024 in the form of a press release regarding a Fun Spot Arcade opening at a Simon Malls location, Trumbull Mall in Trumball, Connecticut. This was the first use of the name “Fun Spot Arcade.” The mission statement was to be an all ages arcade rather than aimed specifically at children like Chuck E. Cheese is.
Fast forward to 2025. There are five Fun Spot Arcade locations in various Simon Malls across the US. If you saw one, you’d never know it was owned by the same company that runs Chuck E. Cheese’s. That’s where Chuck’s Arcade comes in. It seeks to remedy that. It’s an evolution of the Fun Spot Arcade concept into a brand that directly acknowledges Chuck E. Cheese while still being a mall arcade. When I made my Reddit post, I had no idea the interest generated would provide answers to what exactly Chuck’s Arcade was.
Thanks to a thorough comment on my Reddit post from one Mark Kupferman, Executive Vice President of CEC Entertainment and Chief Marketing Officer for Chuck E. Cheese, I know what Chuck’s Arcade is now. He had this to say in regards to mine and several others’ interest in that Mall of Georgia listing:
“Hi everyone. Here are a few answers to questions I’ve gotten about Chuck’s Arcade.
What is Chuck’s Arcade?
It’s a new concept we’re using for mall-based arcades. These are just arcades—no pizza, no live entertainment, no nostalgic artwork, and no animatronics.
Why isn’t it called Chuck E. Cheese?
We’re keeping the Chuck E. Cheese name for our family-focused venues designed for younger kids. Chuck’s Arcade is aimed at older kids, teens, and adults. It’s a fresh take while still giving a nod to Chuck.
Is it retro or modern?
The name, logo, and some of the decor have a retro/Chuck vibe, but the games themselves are cutting-edge and totally modern—so think new-school fun, not a nostalgia fest.
Why is it called Chuck’s Arcade?
We felt that our original name, “Funspot Arcade,” didn’t tie back to who we are. Chuck E. Cheese is actually the largest operator of arcades in the world (we have almost 50,000 games!), and Chuck’s Arcade is our way of bringing that expertise to new locations. The name connects it to us without confusing people into thinking it’s a full-sized Chuck E. Cheese.
Why did you use a look reminiscent of PTT branding?
We appreciate our history and loved the chance to create something that ties back to it. The look is meant to harken back to our past while still embracing the modern gaming experience that today’s gamers are looking for. It’s a little nod to where we came from, while staying focused on where we’re headed.
Is Chuck’s Arcade exclusive to Simon Malls?
It is not. But Simon Malls is a great partner, and we look forward to opening the first Chuck’s Arcade at the Mall of Georgia in Buford.”
So there you have it. If you’re out and about and notice Chuck E. Cheese’s face in a place it wasn’t previously, you’re being beckoned into a new arcade. While it’s interesting that the branding and aesthetic are decidedly retro, the games being modern and cutting-edge makes sense. Perhaps this could be the start of Chuck E. Cheese more closely integrating its nostalgic roots into its modern branding. Maybe one day, we’ll even get an arcade focused more on classic arcade games and, possibly, bring the tokens and tickets back. There is, after all, a giant Space Invader mural adorning every modern Chuck E. Cheese’s walls.
Will you be visiting a Chuck’s Arcade?
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Written by Matthew Powers
Nintendo has been Matthew’s preference for fun video gaming since 2004. In addition to his love for all things Mario, Metroid and beyond, Matthew also enjoys heavy metal, roller coasters, pinball machines, and being a proud cat dad.
