The popularity of sports betting has grown immensely over the last few years and now placing some action on video games may be getting more popular as well. The Dave & Buster’s restaurant and entertainment company will soon allow guests to wager on Hot Shots basketball, Skee-Ball, and other arcade games.

Plans call for an integrated betting function built into the company’s loyalty app, according to reports, with the launch scheduled over the next few months. Gamification software company Lucra is providing the technology for the wagering feature.

“We’re thrilled to work with Lucra to bring this exciting new gaming platform to our customers,” Dave & Buster’s Senior Vice President of Entertainment and Attractions Simon Murray told CNBC . “This new partnership gives our loyalty members real-time, unrivaled gaming experiences, and reinforces our commitment to continuing to elevate our customer experience through innovative, cutting-edge technology.”

‘Gamification’ Grows

Dave & Buster’s management sees wagering as a way for patrons to better engage with the company’s entertainment options among friends. Those competing against each other can also earn special rewards.

Wagers will be capped at a certain amount, but that total hasn’t yet been disclosed. Company officials expect average wagers to be in the range of $10.

Lucra began operations in 2019 and offers a software platform for users to compete for real money on friendly competitions. The founders saw the surging popularity of sports betting and believed a similar approach to various gaming and entertainment options offered a way to harness that popularity in other sectors.

CNBC reports that Lucra’s app has seen 150,000 downloads and has collected $20 million in betting handle.

Gaming research firm Eilers & Krejcik recently reported that the social betting category is a $6 billion industry.