Competitive socialising is now an important part of the UK leisure market. Mintel’s UK competitive socialising market report is packed with consumer-led market intelligence and focuses on leisure activities that allow participants to both compete and socialise with others. The full report provides an overview of the key market players, both established and emerging, as well as an analysis of recent market developments and innovations.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Watch Jennie Bryans, report author and analyst, as she explains why competitive socialising is on the rise. Â
Key Topics Covered in this Report
- How the rising cost of living is impacting the competitive socialising sector.
- Current and future participation in competitive socialising activities.
- Factors driving consumer satisfaction of competitive socialising experiences.
- Perceptions of selected popular and emerging competitive socialising activities.
Competitive Socialising Market Overview
The changing face of the UK high street, mixed with a heightened desire from consumers for in-person experiences following the COVID-19 pandemic, has had a positive impact on leisure venues and competitive socialising brands in the UK. Competitive socialising participation has seen a 13% increase since 2019, and the industry should continue to perform resiliently amidst the cost-of-living crisis thanks to its diverse range of options at different price points.
Competitive Socialising Participation and Consumer Trends
Three quarters of Brits plan to get involved in a competitive socialising activity in the next 12 months, with traditional activities such as bowling and crazy golf firm favourites. However, many consumers remain cost-conscious when it comes to socialising, with the majority not spending more than £20 on a competitive socialising activity. If the economic downturn continues, it will be vital for competitive socialising brands to promote affordable options or provide value for money through annual passes and loyalty points.
- 71% of UK consumers have taken part in a competitive socialising activity in the past 12 months.
Competitive socialising activities remain popular with younger generations, with 93% of Gen Zs taking part in an activity in the last 12 months. When asked about future interests, young women aged 16-34 were more likely to stick to traditional activities, whereas young men of the same age are keen to try new activities such as VR gaming bars and social cricket. Operators offering novel and innovative experiences should look at ways to encourage women to try such activities. To encourage more women to participate, these venues could hold female-only nights to make women feel more comfortable in these environments.
- Currently, 42% of men aged 16-34 would be interested in a racing car simulator as a competitive socialising activity, compared to 25% of women the same age.
Key Players in the UK Competitive Socialising Market
This report provides an overview of key market players, including recent activity, for popular brands such as Puttshack, Mr Mulligan’s, Hollywood Bowl, Tenpin, Lane 7, Escape Hunt, Clue HQ, TeamSport, Flight Club, Roxy Leisure, Sixes Social Cricket, and more.
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Purchase our full UK Competitive Socialising Market Report 2023 to discover lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Expert Insights from a Leisure Industry Analyst
This report, written by Jennie Bryans, a leading leisure and travel analyst, delivers in-depth commentary and analysis to highlight current trends in the UK competitive socialising market and add expert context to the numbers.
Generation Zs are now more likely to participate in a social entertainment game than they are to go to the pub for drinks. Gen Zs are growing up more sober-curious than past generations, and as such, are constantly seeking new and varied activities that provide a sense of adrenaline, but don’t necessarily involve consuming alcohol. Leisure brands are well placed to continue offering new and exciting experiences, particularly as the market evolves in line with technological advancements as portrayed by the roaring success of F1 Arcade this year.
Jennie Bryans
Leisure & Travel Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for competitive socialising
- Figure 1: Category outlook, 2023-28
- The market
- Changing face of the high street offers opportunities for leisure operators
- Young more engaged, but old more in numbers
- Figure 2: Projected age structure of the UK 15+ population, 2026
- Companies and brands
- Sixes Social Cricket opens a beach-front venue
- Gastro-gaming emerges as a new concept
- Liverpool set to gain its first dedicated e-sport and gaming venue
- The consumer
- Increasing consumer demand for competitive socialising activities
- Figure 3: Participation in competitive socialising activities, 2019 and 2023
- Gen Zs remain keen for competitive socialising activities
- Figure 4: Participation in any competitive socialising activities in the past, by generation, 2023
- Three quarters plan to get involved in a competitive socialising activity in the next 12 months
- Figure 5: Future interest in competitive socialising activities, 2023
- Half of consumers stick to a £20 budget…
- …but opportunities remain to promote upgraded experiences to more affluent consumers
- Figure 6: Spending on competitive socialising activities, 2023
- Vast majority are satisfied with competitive socialising activities
- Figure 7: Overall satisfaction with most recent leisure/social activity experience outside of the home, 2023
- Crazy golf remains a firm favourite amongst families
- Disruptors seen as innovative, but expensive and exclusive
- Figure 8: Correspondence Analysis of perceptions of competitive socialising activities, 2023
- The five-year outlook for competitive socialising
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Issues and Insights
- Many consumers remain cost-conscious when it comes to competitive socialising…
- …but opportunities remain for premiumisation
- Opportunity for tech-focused venues to attract more young women
- Gastro-gaming bursts into the market
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Market Drivers
- Inflation will continue to eat into consumer spending power over the course of 2023
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021
- Figure 9: Household financial wellbeing index, 2016-23
- Supply-side pressures force prices up
- Figure 10: Leisure market job vacancies, 2020-23
- Young more engaged, but old more in numbers
- Figure 11: Projected age structure of the UK 15+ population, 2026
- Changing face of the high street offers opportunities for leisure operators
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Key Players
- Mini Golf
- Puttshack
- Mr Mulligan’s
- Paradise Island Adventure Golf
- Junkyard Golf Club
- Bowling
- Hollywood Bowl
- Tenpin
- Lane 7
- Escape Rooms
- Escape Hunt
- Clue HQ
- Escape Live
- Other key players
- TeamSport
- Flight Club
- Roxy Leisure
- Sixes Social Cricket
- Bounce (operated by State of Play Hospitality)
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Launch Activity and Innovation
- London
- Manchester
- Liverpool
- Birmingham
- Brighton
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Participation in Competitive Socialising
- Increasing consumer demand for competitive socialising activities
- Figure 12: Participation in competitive socialising activities, 2023
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- Figure 13: Participation in competitive socialising activities, 2019 and 2023
- Gen Zs choosing competitive socialising over pub visits
- Figure 14: Participation in any competitive socialising activities in the past, by generation, 2023
- Competitive socialising remains a firm family favourite
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- Figure 15: Participation in competitive socialising activities, by parental status, 2023
- Increasing consumer demand for competitive socialising activities
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Future Interest in Competitive Socialising Activities
- Three quarters plan to get involved in a competitive socialising activity in the next 12 months
- Figure 16: Future interest in competitive socialising activities, 2023
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- Figure 17: TikTok ‘Sixes is finally open at Westfield London’, 2023
- Opportunity to promote premium packages
- Figure 18: Future interest in competitive socialising activities, by household income, 2023
- Young women tend to prefer traditional activities, whilst young males are keen to try innovative offerings
- Figure 19: Future interest in competitive socialising activities, by gender and age, 2023
- Three quarters plan to get involved in a competitive socialising activity in the next 12 months
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Spending on Competitive Socialising
- Half of consumers stick to a £20 budget…
- …but opportunities remain to promote upgraded experiences to more affluent consumers
- Figure 20: Spending on competitive socialising activities, 2023
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Satisfaction with Competitive Socialising Activities
- Vast majority are satisfied with competitive socialising activities
- Figure 21: Overall satisfaction with most recent leisure/social activity experience outside of the home, 2023
- Consumers appreciate quality of facilities
- Price point of activities is deemed adequate
- Food and drink offerings show greatest room for improvement
- Figure 22: Satisfaction with most recent leisure activity, 2023
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- Figure 23: Key drivers of overall satisfaction with most recent leisure/social activity experience outside of the home, 2023
- Figure 24: Overall satisfaction with most recent leisure/social activity experience outside of the home
- Vast majority are satisfied with competitive socialising activities
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Perceptions of Competitive Socialising Activities
- Crazy golf remains a firm favourite amongst families
- Multi-game arcades hold a high fun factor
- Opportunity for social cricket to work on image
- Disruptors seen as innovative, but expensive and exclusive
- Figure 25: Correspondence Analysis of perceptions of competitive socialising activities, 2023
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- Figure 26: Perceptions of competitive socialising activities, 2023
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
- Key Driver Analysis methodology
- Interpretation of results
- Figure 27: Overall satisfaction with most recent leisure/social activity experience outside of the home – key driver output, 2023
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- Figure 28: Satisfaction with most recent leisure/social activity experience outside of the home, 2023
- Correspondence Analysis methodology
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