Consumer interest in competitive socialising has been resilient during the cost of living crisis, but visit frequency rates and venue spend have dipped. As the economic outlook continues to gradually improve, the underlying strength of the market over recent years and the proven success of the formula should see a revival in visits and spend.
Aside from economic threats, following the rapid growth over the last decade the market may begin to plateau, and could reach saturation point. Stronger brands with a clear identity and high-quality offer should continue to do well, but others may struggle.
However, technology will continue to drive innovation – with AI expected to be the next big wave of opportunity. Consumers have now firmly bought into the idea of competitive socialising, and younger generations are interested in finding novel experiences and nights out that are less traditionally ‘pub-centric’. UK brands are also looking to export successful concepts to overseas markets.
Key Issues Covered in this Report:
- The impact of the cost of living crisis on competitive socialising and the five-year market outlook
- Leading players in the market and new product development
- Consumer participation in competitive socialising activities
- Where people take part in competitive socialising, who they go with and for what type of occasion
- Interest in activities over the next 12 months, opportunities and future prospects
Market Definitions
This report focuses on out-of-home leisure activities that allow participants to both compete and socialise with others. Mintel’s consumer research assesses participation and interest in a selection of popular activities, including tenpin bowling, pool/snooker, mini/crazy golf, ping pong, pub quizzes, team-based physical/mental challenges, go-karting, shuffleboard or curling, virtual reality games and other concepts.
Meet The Expert
This report is written by John Worthington, senior analyst at Mintel. John has worked for Mintel since 2005, researching and writing reports on UK travel and leisure markets. Previously he worked for Deloitte as the research manager of their tourism, hospitality and leisure practice. He has a first-class BA in History and a postgraduate Library/Information Management qualification.
Consumers have firmly bought into the idea of competitive socialising, with younger generations seeking novel experiences that are less traditionally ‘pub-centric’.
John Worthington
Senior Analyst
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Executive Summary
- Opportunities for the competitive socialising market
- Competitive socialising can provide a boost to other leisure sectors
- Corporate competitive socialising
- Diversifying into family and older demographics
- Market dynamics and outlook
- The five-year outlook for the UK competitive socialising market
- Competitive socialising has remained popular in the cost of living crisis but spending and frequency are down
- Graph 1: “Do you think the UK cost of living crisis is… “, 2024
- Competitive socialising venues increased 38% between 2018 and 2023
- Graph 2: number of competitive socialising venues*, by sector, November 2023
- Bowling operators are the biggest brands in a fragmented landscape
- Graph 3: leading competitive socialising operators, by latest reported annual turnover (£ m), 2024
- What consumers want and why
- 18% of adults have done three or more activities in the past year
- Graph 4: competitive socialising activities done in the last 12 months, 2024
- Single-activity venues are more widely used but consumer interest suggests multi-activity is the future trend
- Graph 5: venues visited for competitive socialising activities in the last 12 months, 2024
- Cross-selling opportunities
- Graph 6: competitive socialising occasions in the last 12 months, 2024
- Price and activity duration are seen as the key factors
- Graph 7: factors rated as important when taking part in a competitive social leisure activity, 2024
- Millennial tastes are driving food innovation
- Less but better when it comes to booze
- Graph 8: attitudes towards competitive socialising activities, 2024
- Bowling, golf and escape concepts still show room for growth with board games and motor racing offering significant potential
- Graph 9: interest in doing other competitive socialising activities in the next 12 months, 2024
- Innovation and marketing
- F1 Arcade, Gravity MAX and NQ64 are leading the next wave of expansion
- Technology continues to drive innovation – with AI set to be the next big thing
- Taking tenpin up a level
- Competitive socialising/fitness hybrid is a trend to watch
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Market Dynamics
- Market supply and key players
- Supply has increased by 38% over the last 5 years
- Graph 10: number of competitive socialising venues*, by sector, 2018-23
- Competitive socialising has become a lynch-pin in shopping centres
- Hollywood Bowl and Tenpin dominate the bowling sector
- Urban golf brands are driving ahead
- Three leading brands in a fragmented escape room sector
- Gravity, Roxy and Boom Battle are the leading multi-activity brands
- TeamSport, Red Engine and State of Play are among the other market leaders
- Macro-economic factors
- The UK is out of recession but recovery will be slow
- Graph 11: GDP [quarter-on-quarter % change], 2021-23
- Real disposable income is forecast to return to pre-COVID levels inn 2025-26
- Graph 12: CPI inflation versus weekly total earnings growth, 2021-24
- Consumer confidence shows incremental improvement over the last 12 months…
- Graph 13: “How do you feel about your financial situation over the next year or so?”, 2021-24
- …But people are still feeling the pinch
- Graph 14: “Do you think the UK cost of living crisis is… “, 2024
- Leisure spending has been reduced but participation rates remain strong
- Graph 15: participation in leisure activities in the last month, 2019-24
- Competitive socialising can offer more bang for the leisure buck
- Social, environmental and legal factors
- Under-35s remain the core base but population trends suggest the need to diversify
- Leisure is becoming less booze-centric
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What Consumers Want and Why
- Competitive socialising activities
- Half of adults take part in competitive socialising activities
- Pub classics remain popular
- Graph 16: competitive socialising activities done in the last 12 months, 2024
- The pub quiz is due a makeover
- Gen Z and Millennials are most likely to be competitive socialisers
- Graph 17: age profile of competitive socialising participants*, 2024
- Graph 18: participation in competitive socialising activities, by age group, 2024
- Competitive socialising skews towards men, above average income groups and those living in cities
- Nearly one in five adults are multi-activity players
- Graph 19: percentage of adults who have done three or more competitive socialising activities in the last 12 months, 2024, by gender and age
- Graph 20: number of competitive socialising activities done in the last 12 months, 2024
- In a city centre-focused market bowling has the broadest location reach
- Graph 21: participation in competitive socialising activities, by location, 2024
- 28% of adults take part in a social entertainment game more than once a month
- Graph 22: frequency of participation in competitive socialising activities, 2023
- Competitive socialising venues
- Over half of participants visit venues dedicated to competitive socialising activities
- Graph 23: venues visited for competitive socialising activities in the last 12 months, 2024
- Pubs have the most traditional offer but some are investing in new activities to attract customers
- Many leisure sectors can benefit from a competitive socialising add-on
- Competitive socialising occasions
- Half of participants visit with friends, but partner/family trips and celebrations are important
- Graph 24: competitive socialising occasions in the last 12 months, 2024
- Corporate events can help build team cohesion in the WFH era
- Scope for inter-corporate competitions
- Families are looking for a more diversified offer beyond bowling
- Competitive socialising – important factors
- Price and duration of activity are the most important factors
- Graph 25: important factors when taking part in a competitive social leisure activity, 2024
- Food, drink, decor and other entertainment are most important for the 25-34 age group
- Graph 26: factors rated as ‘very important’ when taking part in a competitive social leisure activity, by age, 2024
- A high-quality (and healthy) food offer is critical
- Competitive socialising – attitudes
- Less but better when it comes to booze
- Graph 27: competitive socialising attitudes towards alcohol, 2024
- Online sharing…
- Graph 28: competitive socialising social media usage, 2024
- …And digital downtime
- Graph 29: competitive socialising attitudes towards screen time, 2024
- Winner takes all
- Graph 30: competitive socialising attitudes towards socialising and competing, 2024
- New activity concepts will be key to success in a maturing market
- Graph 31: competitive socialising attitudes towards novelty, 2024
- Competitive socialising – preferences and interests
- Future growth potential lies in multi-activity venues
- Graph 32: “Thinking about competitive social leisure activities, I would be interested in…”, 2024
- Price polarisation
- Graph 33: “Thinking about competitive social leisure activities, I would be interested in…”, 2024
- Competitive socialising singles
- Competitive socialising activities over the next 12 months
- Bowling, golf and escape rooms still have good growth potential
- Graph 34: interest in doing competitive socialising activities in the next 12 months versus activities done in the last 12 months, 2024
- Board game concepts appeal to retro trend
- Graph 35: interest in doing other competitive socialising activities in the next 12 months
- Ping pong, escape rooms and board games have untapped female potential
- Graph 36: interest in doing competitive socialising activities in the next 12 months, by gender, 2024
- Attracting an older demographic
- Graph 37: interest in tenpin bowling in the next 12 months, versus participation in the last 12 months, by age, 2024
- Graph 38: interest in doing competitive socialising activities in the next 12 months, by age, 2024
- Family groups are looking for a more diversified offering
- Graph 39: interest in competitive socialising activities in the next 12 months, versus participation in the last 12 months, by those who have visited on family occasions with kids, 2024
- Under-developed potential in towns
- Graph 40: interest in doing competitive socialising activities in the next 12 months, by location, 2024
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Innovation And Marketing Trends
- Launch activity and innovation
- Established brands are expanding
- Football gets a makeover
- Bouncing into the future with AI
- Alternative golf trend growing well above par
- Golf for ‘non-golfers’
- Bingo! (but not like your gran played it)
- Brands continue to ramp up their F&B offer
- Competitive socialising goes on holiday
- The Cube comes to Canary Wharf
- Energize launches gamified gym concept
- Bowling ups its game to compete with new activities
- Visitor attractions are adding themed escape rooms
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Appendix
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
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