About the Company

Interactive Entertainment Group is based in Hauppauge, NY, and specializes in providing creative entertainment solutions for events. It began with a single product, Super F/X Music Videos, but has grown to include a diverse inventory, such as sports simulators, augmented reality gaming walls, and virtual reality experiences. The company’s services cater to events ranging from bar mitzvahs and fundraisers to large-scale corporate activations and experiential marketing campaigns.

The company's success stems from its innovative mindset, constantly refreshing its offerings to stay ahead of industry trends. Gregg Dukofsky emphasizes creating unique, memorable experiences that set the business apart from competitors. Its achievements have been recognized with features in the Inc. 5000 list of fastest-growing companies for three consecutive years.

By focusing on exceptional customer service and innovative products, Interactive Entertainment Group maintains long-standing client relationships. The company’s core values of adaptability and forward-thinking have played a significant role in its sustained growth.

Idea Behind Company

Before starting Interactive Entertainment Group, Gregg Dukofsky owned a recording studio where he produced promotional music videos for bands. The idea for his new venture emerged when friends visiting the studio created their own music videos for fun, leading to the concept of Super F/X Music Videos.

Gregg began by pitching the idea to a local amusement park, AdventureLand, which loved the concept but required a streamlined execution. He invested $20,000 of personal savings to build a custom studio at the park, where the product quickly became a hit. Long lines of customers eager to star in their music videos validated the idea’s potential.

This initial success inspired Gregg to expand the concept beyond stationary booths. Transitioning to a mobile business model, he sought additional products by attending trade shows, ultimately building a diverse catalog to meet the needs of various event types.

Creating the Company

With existing equipment from his recording studio, Gregg designed and developed his first product, utilizing cutting-edge technology like Digital Video Instruments and bluescreen technology. However, scaling the business required him to acquire portable equipment and develop a mobile setup that could be used at various event locations.

Gregg’s expansion strategy included showcasing his offerings at event planning expos, where he demonstrated products to event organizers and refined his ideas based on real-world feedback. This proactive approach enabled him to identify and address potential challenges while enhancing his inventory.

As the business grew, Gregg diversified his offerings to include interactive games, virtual reality experiences, and other creative concepts that catered to a wide range of clients. By consistently investing in innovative products, he kept the business relevant and appealing to evolving customer demands.

Launching the Business

In its early days, Interactive Entertainment Group relied on word-of-mouth and wholesale partnerships with agencies to rent its products. Realizing the need for direct communication with customers, Gregg established a professional brand identity with a new name, website, and targeted advertising efforts.

His marketing strategy initially focused on print ads, such as in The Bar and Bat Mitzvah Guide, and later transitioned to digital advertising with Go-To.com, a precursor to modern pay-per-click advertising. A deal between Go-To.com and Yahoo significantly boosted visibility, driving substantial traffic to the company’s website and leading to a surge in bookings.

Reinvesting profits into inventory expansion allowed Gregg to continuously upgrade his offerings. While this approach left limited cash flow in the short term, the return on investment from product rentals ensured long-term growth. As demand rose, the company’s focus on customer service and seamless event execution helped establish its reputation.

Earnings

Today, Interactive Entertainment Group generates approximately $400,000 in monthly revenue. The company has weathered significant challenges, including the 2008 recession and the COVID-19 pandemic, by pivoting its services and expanding into new markets.

During the 2008 financial crisis, the company shifted its focus from private events to corporate activations, offering team-building activities, product launches, and trade show experiences. Similarly, the pandemic forced a pivot to virtual event solutions, leveraging remote work trends to sustain the business.

Looking ahead, Gregg continues to invest in innovative, touch-free products for live events and expand virtual offerings. By staying adaptable and forward-thinking, Interactive Entertainment Group maintains its position as a leader in the event production industry.