From escape rooms to axe throwing, crazy golf to darts, the competitive socialising sector has been growing in popularity over the last few years. More and more consumers are turning to fun, engaging and interactive experiences to let off steam, and this doesn’t appear to be changing any time soon.
Research from market intelligence agency Mintel shows that participation in competitive socialising activities increased by 13 per cent between 2019 and 2023, while 26 per cent of consumers stated they were visiting competitive socialising venues more often in 2024 than in the previous year.
Equally, of the UK adults who had never visited a competitive socialising venue, 57 per cent would consider doing so in the future.
The sector may still be in its infancy, but it’s having an impact on how we choose to socialise and spend our money. Research from Mintel in 2023 found that while almost nine in ten adults visits pubs, this remains below the pre-pandemic levels of 2019, indicating a shift in behaviour. But what is causing this change in how we’re choosing to socialise?
The in-person experience
The Covid-19 pandemic may seem like a distant memory for some, but it’s still having an impact on consumer behaviours and preferences.
After spending so much time isolated from others and feeling worn down by a digital-first world, there is growing demand for in-person and community-based experiences that offer something fun and immersive alongside high-quality food and drink.
A report by hospitality data and insight consultancy CGA Strategy highlights that competitive socialising has a diverse nature, meaning it can also appeal to and attract a wide of range people. This is in contrast to the more one-dimensional nature of a pub, which can limit the pool of customers likely to enjoy the experience.
Consumers are now looking for variety, innovation and community, and competitive socialising has the edge when it comes to trying a new in-person experience.
The influence of Gen Z
Gen Z is often cited as an important influence in trends and behaviour changes, and for good reason. The spending power of this generation is increasing, meaning their tastes and preferences need to be catered for.
Research from hospitality research specialist KAM indicates that the growth in the competitive socialising sector is being led by Gen Z, while Mintel found that 93 per cent of those from this generation have participated in competitive socialising compared to 69 per cent of Baby Boomers.
It’s clear that young people are seeking more variety and flexibility when it comes to socialising versus a typical visit to the pub, with findings from Mintel’s UK Pub Market Report stating 20 per cent of Gen Z respondents don’t visit pubs often or at all. This generation has increasing amounts of disposable income to spend, and they want more than just a pint.
Changing drinking habits
Trips to the pub are typically centred around drinking alcohol, so it’s inevitable that the number of people visiting their local will be impacted by changing drinking habits.
According to Forbes, the non-alcoholic drinks category is expanding thanks to both higher demand and innovation, with volumes expected to grow by 25 per cent between 2022 and 2026 – with predominantly Millennials and Gen Z driving this demand.
Although interest in the sober curious movement is steadily increasing, competitive socialising venues cater for all, offering fun options for every type of consumer – whether they choose to drink or not – making it a no-brainer for diverse groups of people.
Catering for all
In this sense, competitive socialising venues are a potentially more inclusive space than a traditional pub, and this can be particularly helpful for large group events such as workplace socials.
A traditional pub environment can create a sense of peer pressure or expectancy around drinking, while the limited scope for activities or games may lead to boredom or restlessness.
However, competitive socialising is a great alternative to a pub or bar, giving teams the chance to bond and have fun throughout the course of their chosen game, without any pressure.
Final thoughts
Competitive socialising gives consumers an opportunity to try something new, push themselves out of their comfort zone and bond with friends, family, or co-workers. It’s clear to see why it’s become so popular.
While a trip to the pub still has its place, increasing numbers of people want more variety and excitement, as well as an experience to remember, and competitive socialising venues can offer just that.
Time will tell if these experiences will have the same longevity as a trip to the pub, but for now, competitive socialising is here to stay.
Ellie McClaren, co-founder of escape room, competitive socialising and bar chain The Escapologist