Timezone
Timezone is an international chain of family entertainment centres and amusement arcades operated by The Entertainment and Education Group.
Last updated August 31, 2026
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Overview
Timezone is an Australian-origin family entertainment and amusement arcade brand operated by The Entertainment and Education Group (TEEG). Its venues combine arcade games, prize redemption, rides, birthday-party facilities and, in some markets, bowling or other attractions. The brand is distinct from record labels and from other businesses using the name “Timezone”; the relevant Wikipedia subject is the video-arcade chain founded in Australia. The business traces its roots to Malcolm Steinberg’s early involvement in coin-operated entertainment. In 1958, when Steinberg was 18, his father gave him 21 pinball machines. He placed the machines in Perth fish-and-chip shops and milk bars under revenue-sharing arrangements. Steinberg’s company, Leisure & Allied Industries (LAI), later manufactured and imported arcade equipment and entered the video-game retail sector during the early 1970s. Its early stores included Blue Pumpernickel and Crystal Palace. In 1978, Steinberg opened the first venue branded Timezone on Murray Street in Perth, subsequently bringing more of the company’s arcade locations under the Timezone name. The brand initially expanded from Western Australia into other Australian markets. Its growth accelerated between 1989 and 1991, when LAI opened 25 locations. Timezone’s first international venue opened in New Zealand in 1992. The chain then expanded into Indonesia and Singapore in 1995, the Philippines in 1998 and India in 2004. A Malaysian operation launched in 1999 but closed in 2003 after the venue operation collapsed. Vietnam became a Timezone market in 2018. A major corporate turning point came in December 2017, when TEEG acquired Ardent Leisure’s bowling and entertainment division and combined it with its existing Timezone business. The resulting group brought together Timezone, AMF, Kingpin and Playtime activities. In Australia, AMF bowling centres were rebranded Zone Bowling, while New Zealand centres were rebranded Xtreme Entertainment before some were later developed as dual-branded Zone Bowling and Timezone sites. Playtime venues were progressively converted to the Timezone identity, with the final reported conversion completed in 2019. Timezone’s customer proposition is built around cashless play and loyalty. Beginning in 2000, its Powercard system allowed customers to load stored value onto a magnetic card and swipe at games rather than use individual coins. The system was supplied by Embed International. Tap-enabled cards were later introduced in several international markets and gradually rolled out more broadly. Electronic ticket accounting was also introduced for redemption games, although physical tickets continued in some countries and venues. The loyalty proposition subsequently evolved into Timezone Rewards, with tiered membership levels such as Welcome, Blue Elite, Gold and Platinum. Benefits can include bonus game credits, discounts, additional e-tickets, free games and other venue incentives, with precise qualification rules varying by market. The brand continues to operate as part of TEEG’s international portfolio. Its footprint includes standalone arcades and larger entertainment centres, as well as sites combined with Zone Bowling. In Australia, the business returned to South Australia in 2021 through a dual-branded venue and subsequently announced the acquisition and rebranding of several TunzaFun locations. TEEG fully acquired its Indonesian operations in 2023, which had previously been owned by the Matahari department-store group. Venue formats, payment technologies, loyalty mechanics and attraction mixes differ by country, but the core identity remains a family-oriented destination for arcade play, prizes and social entertainment.
History
Timezone developed from the coin-operated amusement business established by Malcolm Steinberg in Western Australia. In 1958, Steinberg received 21 pinball machines from his father while he was 18 years old. He placed them in Perth fish-and-chip shops and milk bars, sharing the proceeds with venue owners. This early operating model gave him experience in site acquisition, machine placement and revenue-based entertainment operations. Steinberg later built Leisure & Allied Industries, commonly known as LAI, which manufactured and imported arcade equipment. During the early 1970s, LAI moved into video-game retail and operated early stores including Blue Pumpernickel and Crystal Palace. In 1978, Steinberg opened the first Timezone arcade on Murray Street in Perth. The brand was subsequently used across the company’s arcade network and became particularly established in Western Australia, where the chain reached eight stores at its peak. Expansion beyond Western Australia began in the early 1980s. Between 1989 and 1991, LAI opened 25 locations, helping establish Timezone as a broader Australian arcade operator. International growth began in New Zealand in 1992. The business entered Indonesia and Singapore in 1995, followed by the Philippines in 1998. A Malaysian operation opened in 1999 but closed in 2003 after the venue operation collapsed. Timezone entered India in 2004 with a location at Inorbit Mall. Vietnam was added to the network in 2018. The customer experience changed materially around 2000 with the adoption of the Timezone Powercard. Instead of carrying coins for each machine, customers could load stored value onto a magnetic card and swipe it at compatible games. Embed International supplied the underlying card and arcade-management technology. Electronic ticket tracking was introduced for redemption games in 2004, reducing the need to count paper tickets manually. Physical tickets nevertheless remained in use in some markets and branches. Tap-to-play cards were subsequently introduced in Singapore, the Philippines, Vietnam and India and began to appear in Australian venues from 2018 onward. Indonesian branches later introduced Tizos as their game currency in 2021. Timezone also developed membership and loyalty structures. Earlier Powerclub arrangements used stored credit, venue-linked accounts and progressive membership levels. In the Philippines, Fun Points were used as part of the local customer system before being replaced in 2022 by a more uniform Timezone Rewards structure. The current rewards concept uses multiple tiers, generally beginning with Welcome and progressing through Blue Elite, Gold and Platinum. The benefits and thresholds are market-specific, but can include preferential game pricing, bonus credits, tickets, discounts, free games and complimentary refreshments. Corporate ownership changed significantly in 2017. The Entertainment and Education Group acquired Ardent Leisure’s bowling and entertainment division and combined it with Timezone. The enlarged group included Timezone, AMF, Kingpin and Playtime. Australian AMF centres were rebranded Zone Bowling, while New Zealand centres adopted the Xtreme Entertainment name before some were repositioned as dual-branded Zone Bowling and Timezone locations. In February 2019, a combined Zone Bowling and Timezone venue opened at Westfield Garden City. Rebranding of New Zealand bowling venues began with the Garden City site, while Playtime locations were gradually converted to Timezone; the final Playtime conversion was reported in June 2019. TEEG continued to consolidate and extend the network. In July 2021, Timezone returned to South Australia with a dual-branded Woodville venue after roughly 20 years away from the state. TEEG also agreed to purchase multiple TunzaFun locations in South Australia and Victoria, including sites associated with Tea Tree Plaza, Elizabeth, Plenty Valley and Fountain Gate, for conversion to Timezone venues. In 2023, TEEG fully acquired the Indonesian operations, which had previously been held by Matahari. Today, Timezone operates as a multi-market family entertainment brand within TEEG. Its venues range from arcade-focused sites to larger centres combining games, rides, redemption prizes, parties and bowling. The brand’s common operating themes are cashless play, loyalty-led repeat visitation, shopping-centre accessibility and a broad entertainment offer suitable for families and groups. The supplied legacy website address appears to relate to an unrelated record-label identity and is therefore not used as the authoritative corporate website for this arcade chain.
- 2023
Indonesian operations fully acquired
[1]TEEG completes the acquisition of the Indonesian Timezone operations from their prior ownership structure.
- 2021
Return to South Australia
[1]Timezone re-enters South Australia through a Woodville dual-branded venue and agrees to acquire selected TunzaFun locations.
- 2019
Dual-branded venue strategy expands
[1]TEEG opens a Zone Bowling and Timezone venue at Westfield Garden City and begins similar rebranding activity in New Zealand.
- 2018
Vietnam launch and Playtime rebranding plan
[1]Timezone enters Vietnam, while TEEG announces the progressive conversion of Playtime venues to the Timezone brand.
- 2017
TEEG acquires Ardent Leisure entertainment assets
[1]The acquisition combines Timezone with bowling and entertainment brands including AMF, Kingpin and Playtime.
- 2004
India entry and electronic ticketing
[1]Timezone opens its first Indian arcade at Inorbit Mall and introduces electronic ticket accounting for redemption games.
- 2000
Powercard system introduced
[1]Stored-value magnetic cards begin replacing coin-based play across the arcade system.
- 1998
Philippines market entry
[1]Timezone opens its first operations in the Philippines.
- 1995
Expansion into Indonesia and Singapore
[1]The brand enters the Indonesian and Singaporean markets.
- 1992
First international venue opens in New Zealand
[1]Timezone begins international operations with its first New Zealand arcade.
Products and positioning
A family entertainment brand offering accessible arcade play, prize redemption, rides, parties and loyalty rewards in shopping centres and dedicated entertainment venues.
Family entertainment centres · 1978
Timezone arcade venues
The core Timezone format consists of arcade and family entertainment venues featuring video games, prize-redemption machines, rides and group activities. Locations vary by country and size, with many positioned in shopping centres. Some larger sites incorporate birthday-party areas, additional attractions or bowling through a dual-branded Zone Bowling format.
Cashless arcade payment system · 2000
Timezone Powercard
Powercard is the brand’s stored-value play system. Customers load credit onto a card and use magnetic swipe or, in newer implementations, contactless tap functionality at supported machines. The system reduces dependence on coins and can connect gameplay, redemption tickets and customer loyalty activity.
Loyalty programme · 2022
Timezone Rewards
Timezone Rewards is a tiered customer programme linked to the brand’s play cards. Common tiers include Welcome, Blue Elite, Gold and Platinum. Depending on the market and membership level, benefits may include discounts, bonus credits, extra tickets, free games, preferential pricing and other venue incentives.
Dual-branded entertainment venue · 2019
Zone Bowling and Timezone
TEEG’s combined format places Timezone arcade attractions alongside Zone Bowling facilities. The model broadens the visit beyond arcade play and has been used in Australia and New Zealand as part of the group’s post-2017 integration and rebranding strategy.
Brand decisions
2023
Full acquisition of Indonesian operationsM&ABackground
Timezone’s Indonesian business had previously operated under ownership associated with the Matahari department-store group.
Action taken
TEEG fully acquired the Indonesian Timezone operations.
Aftermath
Indonesia became a wholly owned part of TEEG’s Timezone network.
2019
Development of dual-branded bowling and arcade venuesStrategyBackground
TEEG aimed to combine complementary entertainment activities within larger destination venues.
Action taken
The group opened Zone Bowling and Timezone sites and began rebranding selected New Zealand bowling centres into the combined format.
Aftermath
The format enabled bowling and arcade activities to operate together under related TEEG brands.
2018
Conversion of Playtime venues to TimezoneStrategyBackground
TEEG held multiple entertainment brands following its corporate expansion.
Action taken
TEEG announced that Playtime sites would progressively be rebranded as Timezone venues.
Aftermath
The final reported Playtime location converted to Timezone in June 2019, simplifying the group’s arcade-facing brand architecture.
2017
Acquisition and integration of Ardent Leisure entertainment assetsM&ABackground
TEEG sought to broaden its entertainment portfolio beyond standalone arcade venues.
Action taken
TEEG purchased Ardent Leisure’s bowling and entertainment division and combined it with Timezone operations.
Aftermath
The enlarged group included Timezone, AMF, Kingpin and Playtime, followed by venue rebranding and dual-brand development.
2000
Adoption of stored-value Powercard playStrategyBackground
Coin-based arcade play created handling and convenience limitations for customers and operators.
Action taken
Timezone moved toward a magnetic stored-value card system supplied by Embed International.
Aftermath
Customers could load credit once and use the card across supported machines, creating a foundation for later loyalty and cashless-play features.
Sources2 sources
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