What Lander believes really sets them apart is the extent of Battlefield Sports’ completely mobile technology, and its ability to enable the outdoor game. “The technology we developed and inducted in the Australian Technology Showcase allowed the infrared light from the sun to be filtered out very effectively, and only kept a little bit of infrared light we needed to trigger hits. While the competitors’ kit does work outside, it degrades considerably in sunlight.”The infrared light used by Battlefield Sports is on the safe side of the visible spectrum, and is also the technology of choice for the US Army’s military-grade combat simulation equipment. The guns have integrated sensor detectors on their barrels and fire harmless ‘ghost bullets’ to simulate the direct-fire effect on the battlefield. The sensors provide an even performance in both shade and sunlight, so the game is fair wherever it’s played, says Lander.To complete the combat experience, each gun is fitted with a riflescope, and gamers actually have to aim, rather than just point in a general direction as in laser tag. The riflescopes are one of the few parts in the Australian-built guns that need to be imported.Making the gaming scenarios even more mobile than before is Battlefield Sports’ patented inflatable barricades. The barricades come in various shapes and sizes, including doorways and windows. “They allow the game to be delivered in just about any location, and they look authentic and draw people into the game.” Businesses that use Battlefield Sports equipment are able to deliver the game in festivals and high-traffic locations. Once consumers have trailed the product, they are more likely to go out to the business owner’s more remote location.
Their approach has been so successful that company clones are popping up internationally. “We’re certainly in a competitive marketplace now, whereas we weren’t when we started. So we’ve had to continually improve to grow and survive,” says Lander. But he isn’t worried. “We provide a level of support, in terms of business support, that no one else can provide because they don’t have the experience to provide it.”
Battlefield Sports recently quadrupled the size of its production and test facilities. “We are expanding our facilities to handle increasing customer demand and to accommodate the dramatic forecasted growth in new advanced packages,” says Lander. The expansion began soon after the company secured a contract to provide safe and realistic training for the Barbados Cadet Corps, the youth arm of the Barbados Defence Force.Part of what makes the training so realistic is the Battlefield Sports’ eye for detail. The team uses metal props, rather than plastic, for more accurate weight and balance. The metal adds to the ‘wow’ factor, is more durable and maintainable, and in general more convincing to new generation gamers accustomed to realistic games. But they also offer smaller models for younger players.Good business sense is having team-focused objectives, says Lander. Team members need to communicate to overcome adverse situations, similar to the conditions SWAT and Special Forces teams regularly face.This approach has led to another line of business that is important to their survival: corporate team building. While corporate teams improve their own communication skills, the Battlefield Sports team also picks up a few pointers. “We usually learn from running team-building exercises as much as the customers do. It’s a good learning experience for us.”
The ability to work successfully as a team is what Lander believes drives most of their export success. “With teams, any teams, having an overriding common purpose is probably the most important thing. We’ve got a tremendous passion as a group for games. Even when we’re not officially working, we eat and sleep this stuff all the time.” While Lander finds passion vital, he admits there are other factors at play. “Getting the communication and organisation in place, that helps as well. And people who are productive tend to be happy.”
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