The rise of competitive socialising: it's more than just a game 🎯
The concept isn't new - people have been throwing darts in pubs since the 15th century. But competitive socialising has evolved into something extraordinary, representing the biggest development in the leisure sector for decades.
According to Cushman & Wakefield, the industry has grown nearly 400% since early 2021. But why?
The Perfect Storm
Digital meets physical. Modern venues aren't just about the games - they're complete experiences designed for a generation that lives both on and offline. Recent research by KAM Media shows 41% of Gen Z customers in Britain have already visited competitive socialising venues, with 47% planning future visits.
Evolution of social spaces. Traditional pubs and restaurants are seeing a shift. The new generation wants more than just food and drinks - they're seeking experiences worth sharing. This trend has created opportunities for vacant retail spaces, with competitive socialising businesses breathing new life into shopping centres and high streets.
"Fewer and fewer people are going shopping or eating out at casual dining restaurants. Customers today want unique, exciting premium experiences." Jonathan Peters, CFO, F1® Arcade.
Property renaissance. These venues are revitalising commercial real estate. From former department stores to empty retail units, competitive socialising is giving new purpose to spaces that traditional retail has left behind.
Market Momentum
The sector shows no signs of slowing. While F1 Arcade secured £30m for US expansion, they're not alone in this ambitious growth. Major investment is flowing into the sector, demonstrating strong market confidence.
Consider the trajectory: in early 2023, Toca Social secured approximately $100 million in private offerings to accelerate their global expansion. The concept has proven so compelling that it's attracted investment from stars, including England captain Harry Kane, highlighting the sector's mainstream credibility.
"I invested in TOCA because I wholeheartedly believe in the company. TOCA offers unmatched technologies which help players improve and immersive entertainment experiences which are fun for everyone. I am delighted to support TOCA’s global expansion and share its vision for the future of soccer, the sport I love.” Harry Kane
This pattern of expansion isn't isolated. We're seeing:
- Multiple UK brands successfully expanding into US markets
- Significant technological investment in immersive experiences
- Strategic moves from single to multi-location operations
- Growing interest from high-profile investors and sports personalities
Smaller formats are emerging too. As Lisa Paton, Global COO at Immersive Gamebox explains, "We very deliberately have built a concept which doesn't require large-scale property." This flexibility suggests we'll see more innovation in how these experiences are delivered.
The Digital Dimension
At Multivitamin, we've observed that success in this space isn't just about the physical experience - it's about creating seamless digital journeys that enhance it. From group booking systems to pre-visit touch points, technology needs to enable rather than overshadow the social experience.
Looking ahead, we expect to see more integration between the physical and digital experience and innovative use of smaller spaces.
The future of competitive socialising isn't just about the games - it's about creating moments worth sharing, both online and off.
Sources: Cushman & Wakefield 2023, KAM Media Research 2023
