Friends Are Made Shoulder To Shoulder

It is somewhat hard to believe, but GameTruck was invented before the smartphone. That’s right. Before Apple announced their exciting new “gadget”. Apple was the maker of quirky computers and amazing music players. No one in their right mind would consider buying a phone from Apple. And then the iPhone came out in on June 29, 2007 almost a year after we had performed the first GameTruck party.

During all the amazing changes, I believe there is one reason GameTruck has remained as popular as ever. Yes, there are all the features and benefits – the convenience, the video games, and the very cool gaming theater. If you ask our customers, gamers, franchise owners, and coaches what makes a GameTruck party so special, you are likely to hear something along the lines that, “it’s the experience.”

This is a very illustrative word, experience. Not because what it says, but because of what it does not say. Isn’t everything and experience? How can you not have an experience? After spending a lot of time thinking about this, I believe the reason you hear this word over and over again, is that the structure of a GameTruck event triggers a deep seeded psychological need we all have. It is in this depth of feeling that we lose our preciseness of language.

This for example, is one of the reasons that describe food and wine tastes can be very difficult. It is not only that we might struggle with the vocabulary. Our taste buds are connected to the oldest part of our brain, the part farthest away from language. We often struggle to articular what we are experiencing. Simon Sinek in Start with Why makes a similar argument about decision making. The part of your brain that is responsible for making decisions is not the same part that is responsible for language.

He cites the example, when we talk about someone we love like a spouse and say, “She completes me.” What, are you missing a kidney or something? No. But there are emotional states that evade our ability to define them with language. I believe this is why we see the word “experience” used so often, because we are trying to describe a series of intertwined events and emotions that produce a positive memory we wish to hold onto.

What Is The Experience?

I believe that what the gamers are experiencing today, and why the party experience is so powerful for them, is that we are delivering on a profoundly human need to see and be seen by the people in our social circle.

Yuval Harari in his amazing book Sapiens: A Brief History of Humankind points out the incredible power of story to link humanity together. The historical record is clear that human beings have been social animals for tens of thousands (possibly hundreds of thousands) of years. Jordan B. Peterson in his latest book points out that our mental health may depend upon how successfully we are integrated into a robust social network.

With so much communication forced online or through narrow voice channels (throwing away up to 55% of the interpersonal information available in ordinary human communication). Essentially, more than half of our communication is non-verbal.

A GameTruck event does something unusual. It unites people who normally would only place separately, to play together in the same space. And one of the things we have learned during the past 12 months, is that face to face, in person human interaction has a special power to connect us.

Joseph Grenny showed me that office environments are designed to bring people together to form relationships. It is in the casual, unstructured interactions that friendships are made and strengthened. When we are aligned by common interest, and we have time to interact, this is when our tribal power is at it’s strongest.

Like Marbles In A Jar

According to Psychoanalyst and theologian [[Roger Moore]], all people, but especially preteen boys have a need to not only play but display. There is a need to be seen, something that rarely happens in online gaming. Somewhere along the way, male relationships have been condensed into a single axis. Socially boys and men are expected to reduce their relationships to competition only. However, human beings are wired for richer, cooperative and collaborative efforts as well.

GameTruck Party Safety

Within the space of a GameTruck party, playing side by side, the players can begin to reconnect with those needs to be see and be seen. To borrow a phrase from Mr. Grenny, the players are like marbles in a jar. They interact because they have to, but also they want to. It is this unstructured interaction that leads to stronger relationships and friendships. Yes there is competition, but there is also negotiation, cooperation, comradery, and collaboration. And it is all supported by rich, visual communication and feedback. 

The experience that I believe most people refer to is the profound sense of being embedded in a likeminded community that can express a wider range of interactions and relationships aside from anonymous cut through competition. Everyone plays. Everyone works together so everyone can play. This socialization around mutual interest enhances the bonds between the players. This is fertile ground for friendship.


The next time you have a GameTruck party, or you get invited to one, when you see the kids play, don’t just think, “they’re having fun.” You might also pause to listen, spend some time and watch how they interact. There are high fives, jumps, cheers, and yes, while there is always a little good-natured competition, can you see the validation that comes from the Adult Coach appreciating the achievement of the players? Can you feel the energy as the players suddenly have access to the full range of interpersonal communication available to them? Can you sense the potential energy build as they realize they share interests, and get the chance to explore those common bonds unfettered? This is the experience we are talking about. The sense of being deeply connected and aligned with people who have our wellbeing in mind and at heart.  This is how friends are made.  

And delivering this experience is what we have been delivering for 15 years.  Perhaps that is why we are still as popular as ever.


  1. ktmoelle. (2017, October 6). Taste In the Brain [Text].
  2. Sinek, S. (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action (Reprint edition). Portfolio.
  3. Harari, Y. (n.d.). Sapiens: A Brief History of Humankind. Retrieved March 9, 2020, from
  4. Voss, C., & Raz, T. (2016). Never Split the Difference: Negotiating As If Your Life Depended On It (1st edition). Harper Business.
  5. Grenny, J., Grenny, J., & Grenny, J. (2020, November 30). No one is talking about the real problem with working from home. Fast Company.

Power Posing Is Back: Amy Cuddy Successfully Refutes Criticism. (n.d.). Retrieved March 9, 2020, from

How Halo Inspired GameTruck

It was about this time, sixteen years ago when I first had the idea for GameTruck. A few things happen this time of the year. One is baseball. The other is the National Association of Broadcasters trade show in Las Vegas. I was busy trying to figure out what I was going to do next in my career and I thought the idea would be to create video editing software for families. Like scrapbooking but with video clips. I was also researching everything about arcades, and the depressing reality of the entire arcade industry was settling in. This was an industry that cared about boxes. They did not see gamers as people, but sheeple that fed coins into their precious boxes.

My idealist dream of a new arcade where you could play the best games with your best friends was all but over. The people who cared about the players had gone into Local Area Network Store (LAN Center, or Gaming Center) businesses renting computers by the hour. This business has blown up (in a good way) in Korea and tried to come to the United States. However, a combination of cultural factors kept it from ever becoming successful here. One in particular is this. American parents want to teach their children to think for themselves, where in Asia, they are more likely to let children act by themselves often crossing the cities on trains unsupervised. In essence this created the type of ready consumer who could access the LAN Centers.

South Korea saw demand for gaming centers blossom overnight. In fact, the language of Star Craft by Blizzard-Interactive surged through Korean youth much like Fortnite has with today’s American Youth. 

Other Complications

There were other complications as well. Computers were expensive and needed to be upgraded constantly. The software licenses had to be negotiated with each publisher and developer. And there was that old bugaboo, parents not wanting to pay for their children to play video games. Putting an annual pass on a credit card and forgetting about it is one thing, but in the early 2000s very few systems were in place to make that easy for retail locations. So the kids were expected to pay every time they played like at a regular arcade. As you might imagine, parental resistance to paying was pretty steep. That was not all however, news reports started to come out of young people (mostly men), dying at these centers by refusing to eat, sleep, or leave. They literally turned into zombies. As if parents don’t have enough to worry about.

A few businesses in the United states did make a go of it, but more often than not, they could barely earn enough money to pay for their equipment, staff, rent, insurance, and the loan they took out to buy the equipment in the first place. This left them virtually nothing to invest in new computer equipment and games. As a result, most centers lasted one generation of hardware then folded.

There’s another way

3 Classic Outdoor Games for Kids This Summer

I was explaining to my old next door neighbor Al, when he said, “Why don’t you try Xbox.” I looked at him. Al is a super smart IT guy, amazing golfer and huge Nascar fan. I wasn’t expecting to hear him talk about Xbox. Al, also happened to be one heck of a halo player. He set up for me in a conference room, four Xboxes and four projector screens. Then we had 14 other friends come over and join. We setup a 16 player halo match that lasted for hours. I couldn’t believe it. Halo, of all games, supported not only local area network play, it also supported split screen network play. I had never seen anything like it.

“We have to show this to more people,” I told Al. He shrugged. “How?” He asked.

I wondered why I hadn’t seen this before, or even heard of it. As I studied that LAN stores, it dawned on me why not. They had a very PC – or personal computer centric frame of mind. Why would you ever split the screen if you could have a screen all to yourself. They would never share screens. Console gamers, for the most part at that time, did not think of playing much online. If they did, they treated the Xbox like a discount personal computer – one player per console.

What Al had showed me was a completely new way of thinking about the problem of playing together. But we just had to find a way to make it available to people. 

The Living Room on Wheels Concept

I knew from making games, that most video games, including Halo were played in living rooms. What’s more, unlike standup arcade cabinets that were designed to eat quarters in 2-3 minute pick up and play experiences, console video games could take 20-30 minutes just to get into the meat of the play. People needed to be comfortable. I started to realize that the best way to present a sixteen player Halo party would be to create a living room… but how could I do that?

This is where my trip the NAB conference in April pivoted. Instead of searching out font libraries and motion clips and talking with people about licensing motion graphics for video editing, I started hunting down all the news vans, and trailers, and anything and everything I could find about mobile power and video electronics. I was shocked to learn how much equipment put into a news van is the same equipment used in the studio or elsewhere. It was not the equipment that was special, but the van. They designed the van to meet the needs of the gear it had to carry and power.

I left the show realizing that I could do that, but instead of a video broadcast station in a van… I could create my dream living room on wheels. Ultimately, this game theater went into a trailer, and we called the business GameTruck. Seeing Halo in 16 player system link set me thinking. I found out that Nintendo and Sony also had their own versions of system link. We even used Mario Kart Double Dash on the GameCube at our first ever GameTruck party. 

It’s the Action, Not the Idea

I recently came across a quote attributed to Seth Godin. “Ideas are worthless. Action is everything.” Had I not gone to see Al’s Halo setup, had I not gone to Las Vegas to research vehicle based mobile power and electronics, I might not have ever founded GameTruck. However, I did take those small steps, and those steps let to more steps which eventually lead to founding a company that has entertained more than 10 million children. 

Video Games Kids Parents

Now that the spring is here, and optimism like the Phoenix seems to be rising from the ashes, what ideas have you had that might inspire you to take one small exploratory step? Grab a controller, plop down on the coach, and let’s play some Halo while you tell me about it.


  1. Jenkins, J. (2013, June 21). 5 Differences Between Japanese and Western Parenting. An Epic Education.
  3. Inc, S. (n.d.). Is the age of LAN parties dead? The Spiceworks Community. Retrieved April 4, 2021, from
  4. May 26, H. C. & 2006. (n.d.). Gaming heaven for Southern California residents—Howie’s Game Shack. Tom’s Hardware. Retrieved April 4, 2021, from,2827.html

Halo: The Master Chief Collection (Xbox One) Co-Op Information. (n.d.). Co-Optimus. Retrieved April 4, 2021, from

Spring Is An Awesome Time For A GameTruck Party

Spring Into GameTruck History

It is a funny thing when you first act on an idea. So many people ask, “where do you get your ideas?” Robert Kyosaki, of Rich Dad, Poor Dad fame, said something to the effect that “ideas are easy.” I recently came across a blog post from a game designer who said, “Ideas are worthless.  Execution,” he said, “is everything.”  It is not until an idea is acted upon that it starts to manifest value.

What most people don’t realize is that moment you try to pull an idea out of the ether of your imagination and instantiate it in the world – strange things happen. You learn things you did not know before. Information, previously hidden, masked, or simply unavailable to you becomes clear. It could also be that you lacked the requisite experience to see this information. Probably one of the questions I have asked so often in my entrepreneurial journey is, “How was I supposed to know that!?”

By getting in motion. By working on my idea. Only then did I get access to the information I needed to go to the next step.

I formed my first LLC on Cinco De Mayo 2006. I had been working on my idea for GameTruck for more than a year. I had gone so far as to create drawings, sketches, talk about it with friends. But it suddenly became very real when I ordered that first trailer. (Which is still in operation in Houston Texas! Thank you Luis!). 

I received my trailer in June of 2006. It was just a shell really.  If you know anything about the weather in Phoenix, June is when most people are headed out of town, not out to their driveway to build a business. For the next 8 weeks, my brother Chris and slaved over converting a car hauler into that first video game trailer. We literally sweated over the thing. We did not start working until 10PM at night when the weather had cooled down to a balmy 99 degrees. We worked until dawn then crash.

My number one concern in those days was, “how am I going to handle the heat?” Our first party on the books was scheduled for August 22nd. It is really strange how myopic you can get when you start a business. I was so focused. I was pouring our life savings into this thing. I had no income. What was I doing? There were a million things I should have been thinking about.  Yet, the one thing I was obsessing over was how to make damn sure the kids were comfortable in that box during the Arizona summer.

That single minded focus probably saved our company. In building a box that could handle the heat, it could also handle the cold. Had I built the box for the spring, it might have never lasted a single summer or winter.  Because I would not have insulated it the way I did.  It was almost a year after I build that first trailer that I got to experience first hand the magic of a Spring GameTruck party. 

Ah, the spring…

Why GameTruck And Spring? 

Spring is just a magical time of year almost anywhere. The kids are in school, so all their friends are around. The weather is turning. The snow is melting.  The first buds of new life appear on tree branches. Grass pokes up through the black soil. You can feel it in your bones. The world is changing and summer, beautiful sunny summer, is just a few more weeks away. 

The spring is probably the best time of the year to hold a party of any kind, but especially a celebration. Something within us shucks off that dowdy winter coat and screams, “Let’s Gooooo!” Life, growth, optimism is coming. With the spring weather we can open the vendor doors on the trailer. With the spring weather we can leave the front and back door of the trailer open so a refreshing breeze blows through the trailer.

In San Diego you can feel the ocean everywhere in town. In New York, cherry blossoms seem to materialize out of nowhere, their pink petals fluttering on the wind. In New Jersey, you can smell the grass. In Florida, the heat and humidity stay at bay and the Orange Blossoms perfume the air. Every part of the country is alive with growth, energy, and promise.

These are the times when we want to play, to connect, to create new memories with friends both old and new. By this time of year, the heavy work of school is starting to ease up. Sure, there may be finals ahead, but in most states the standardized testing is complete, and people are looking forward not back. This is the time to feel alive. 

Tips and Tricks for Spring GameTruck Parties

Over the last decade and a half, we have seen some people do some fun things. Here are a few oldies but goodies.

  1. Book a laser tag event to get the gamers out of the house. Having them moving around the yard getting loaded up with fresh air is a blast.
  2. Open the garage, setup a folding table and chairs. Never let the kids in your house. They will play in the trailer and can bounce back and forth between the game theater and the garage. Super easy clean up.
  3. Invite your favorite adult friends to join you for pizza and beer or wine in the house. The party within a party is a parent favorite. A phenomenal game I recommend is Grandpa Beck’s Cover Your Assets. It’s quick, easy to understand and lively. 
  4. If you have a GameTruck @ Home party, have the kids play outside and setup a Nintendo Switch inside the house for you and your friends – there are great fun games and you are never too old to play.
  5. If your game trailer comes equipped with outside screens, setup lawn chairs and snacks and kick back and watch the kiddo’s play.  Or jump in and join them! Don’t forget to video the fun to share with family and friends on social media.
  6. Theme your party. There are amazing resources for Minecraft, Mario, and Fortnite. You don’t even need to spend a lot. Green and black cray paper rolls, and paper plates make it a Minecraft party. (Spray paint some amazon boxes green and black and you have “blocks!”). Purple and gold are good for Fortnite, and just about anything white and red works for Mario. 
  7. Jump in and play yourself! You’d be surprised how many parents grab a couch in the trailer, join in on the fun. I’m hearing the Nintendo Switches are just as popular with adults as kids.  Have you tried Animal Crossing with friends?  Give that a try for your next neighborhood coffee!  You’re never too old to play. There is something about the spring that brings out the child in all of us. 
  8. Have a “pre-birthday” party. If your child’s birthday is in the summer after school is out, April and May are a great time to have a celebration while all their friends are still around. You’d be surprised how many families “pull in” a birthday to celebrate with classmates.

The main thing about the spring is that you can be outside and move freely. You do not have to keep the doors closed to keep out the cold (or the heat). If your game trailer comes equipped with outside screens, the Spring is the ideal time to move and game!

GameTruck Spring Dates Wont Last Forever

Spring might be my favorite time of year to host a party. And I am not alone. If there is one caveat about spring, this is perhaps our busiest time of the year, so you are going to want to book early. And if you see a time that works for you on the Calendar. Grab it. This might sound like marketing hype but it’s not. You want a late December or January party, you can have your pick of the litter. August and September are also months where you can take your time to mull it over. Not the spring, however. Demand surges every spring and hesitation usually results in a missed opportunity (and some sad kiddos). 

I should point out one thing. What about COVID? As of the time I am writing this, virtually all school children in all of our markets have returned to class. Our most vulnerable citizens and first responders have been vaccinated and in the state of Arizona the vaccinations have been open to all adults. Families from coast to coast are ready to celebrate and the spring is the perfect time to do it. Of course we will keep a focus on health and safety for you and your family, our staff, and our franchise partners. However, it really feels like we are beginning to come out of this long, protracted isolation and spending time with good friends has never been a higher priority for most Americans. 

We would love to help you celebrate and to be honest, there has never been a better time (or time of the year) to do it.