Good question, I worried about the novelty effect too. We added a game room with light up floor
https://erworkshop.com/led-floor-game-escape-rooms/ from Indestroom about a year ago, and repeat visits are strong because there are many different games, and kids compete for high scores. Birthday parties especially rebook. The key is rotating games and running small tournaments. Honest note: without new content or events, any attraction gets stale eventually, so plan to refresh. Tip: run a monthly leaderboard competition with small prizes, it brought our regulars back consistently and made the floor a social thing rather than a one-off.