You may have heard the term “Competitive Socialising” – but what does it mean? And how has Liverpool become a market leader when it comes to having fun? And – no – it’s not a competition with your mates to see who can go to the pub the most times in the run up to Christmas.
Put simply, competitive socialising is a growing trend where individuals engage in various competitive and interactive activities in a social setting. This could be competitive games such as bowling, interactive experiences like virtual darts or golf, and other forms of entertainment that encourage social interaction among participants.
In the last five years, the competitive socialising sector has experienced unprecedented growth, witnessing a remarkable 38% increase in venues, according to recent research by Savills. This surge represents the most significant development in the leisure sector for decades, can be attributed to a renewed desire for in-person experiences post-COVID.
While the market as a whole has expanded, research recently undertaken by real estate agents Savills reveals that certain sub-sectors have outpaced others in the leisure sector, with competitive socialising topping the list. The study identifies a 162% growth in “solo” competitive socialising, where venues focus on marketing a single activity such as darts, axe-throwing, or ping-pong.
In response to escalating competition, many brands have adopted a more blended approach. Notable contributors to the sector’s 455% surge in “combo” attractions over the past five years include popular venues like Boom Battle Bar and Lane7.
Mini golf has seen a noteworthy increase of 96%, while bowling, already a significant player in the market, has grown by 10%, primarily within the “combo” market rather than the “solo” sector. However, standalone virtual reality is the only sector experiencing a decline, dropping by 5%.
Analysing regional dynamics, Savills discovered that Birmingham has witnessed the most rapid growth in the sector over the past five years, with a net increase of 14 units and more planned for the Bullring and Grand Central estates in 2024. However following closely behind is Liverpool, with nine sites dedicated to competitive socialising including PINS on Duke Street, Gravity Max on Chavasse Park, three Roxy Ballroom sites, Level Tap on Hanover Street, and Big Fang Karaoke in the Baltic Triangle. In Liverpool ONE alone there are five brands, with Flight Club expected to join the lineup in 2024.
Speaking with Propel Hospitality Carlene Hughes, Head of UK Restaurants and Leisure at Savills, commented, “Our research indicates an upcoming trend in football-based simulation activities, with Ballerz, a concept supported by ex-professional footballers, set to open in Bluewater next year. We anticipate more food and beverage brands strategically incorporating immersive entertainment, from Boxpark to Butlin’s. Furthermore, our world-class UK brands are likely to explore international expansion, exemplified by F1 Arcade’s opening in Boston next year.”