CGA's Beyond the Ordinary: 3rd Space, Competitive Socialising & Event Space Report provided an in-depth insight into consumer spend habits in the “fast-changing” and ever evolving competitive socialising space. It also included expert analysis of venue choices, drinks preferences and brand selections.
It showed nearly two in five people, or 39%, of consumers agreed affordability was important when choosing an out of home venue. In addition, 49% of consumers shared they enjoyed experimenting with different drink choices.
The report also ranked various factors in terms of customer preference and popularity, with affordability noted as the top driver in consumer preference ahead of location at 33% and atmosphere at 29% in preference. Levels of family-friendliness were also ranked at 23%.
The report relayed the "diverse nature" of competitive socialising outlets, detailing the wide array and scope of customer base that sites can attract. Detailing that from a suppliers perspective, the importance of understanding the scale of ‘need states’ that venues can attract when utilising competitive socialising. It also outlines how it may be best to make use of them and adapt brands to varying venue types.
Immersive experiences
Furthermore, CGA noted friend recommendations were also important for 22% of consumers, while good reviews were equally as influential. Contrastingly, quality of food was a top priority for just 13% of consumers, significantly less than aspects such as high-quality drinks, which was recorded by CGA at 53%.
Drinks preferences were varied throughout sites, with more than a third of guests typically consuming soft drinks, while 20% said lager was their top drink. Cocktails were recorded at 13% with cider closely behind at 11%, and wine at 10%.
F1 Arcade, a racing car simulator experience paired with a food and drinks offering, co-founder and chief operating officer Diane Jervis previously commented on competitive socialising. Sharing her thoughts she stated: “Competitive socialising is not a new development, it has always been with us, from bingo to pool to bowling and beyond. And people have always loved it.”
She continued: “But historically, in order to enjoy an activity socially, you had to settle for a compromised hospitality experience” F1 arcade is an example of a divided venue, both family friendly throughout the day and turning into an 18 plus site during the evenings.
Price point was also a contributing factor in consumer preference, with 35% of customers concerned around the prices throughout venues. Other factors that influenced decision making included the availability of favourite drink brands alongside the quality of drinks available throughout sites.
Big Fang is the group behind many game centred entertainment venues across the UK such as Golf Fang, Nothing Cheezy and Big Fang karaoke. Collective co-founder Kip Piper, shared his thoughts on the importance of competitive socialising.
He told The Morning Advertiser (MA): "At Big Fang Collective, we’ve created immersive experiences that go beyond a typical night out. Our venues, including crazy golf courses, centrepiece bars, arcades, and private karaoke rooms. Success for us lies in delivering a mix of fun, challenge, and social connection.”
Piper explained the success at Big Fang was largely down to the overall atmosphere of their sites. With an importance on diversifying venues, in order to keep consumers entertained and engaged.
He said: “The blend of competition, creativity, and entertainment encourages people to interact and share memories, and that’s what it’s all about for us."
Dynamic segment
Other elements within the report led by CGA include the ease of ordering during a specific activity. These activities could for example incorporate sports or arcade games. This category showed 14% of consumers were concerned around ordering with ease, with other elements such as recommendations from friends, family or bar staff holding less sway over final consumer decision making.
CGA by NIQ client director Chris Sterling said: “Competitive socialising is one of the most dynamic segments of hospitality at the moment, and it’s moved from the fringes to become part of the mainstream of eating and drinking out.”
He continued: “From traditional games like bowling and golf to modern innovations like escape rooms and virtual reality, consumers now have a huge range of activities to choose from.” Sterling explained varied competitive socialising environments provided exciting and dynamic experiences for consumers and simultaneously, served as useful opportunities for suppliers.
Sterling added consumer preferences were “evolving”, highlighting the ever-changing nature of customer bases. Competitive socialising itself as a sector has gained in popularity so much that competitions are now held to celebrate stars within the segment, who are pioneering both innovation, hard work and also quality customer service.
A previous report conducted by Poppleston Allen solicitor David Inzani stated younger generations were seeking experiences and social change has drastically impacted the way in which consumers interact within the pub and bar sector.
In addition, Carolyn Brownell previously explained to The MA macro trends and competitive socialising were on the rise in Wales.
Meanwhile during a recent conference provided by Lumina Intelligence insight manager Maggie Davis explained the trends dominating the hospitality market so far during 2024. She said: “The competitive socialising sector is growing at a rapid rate. The majority of the top performing venues are experiential concepts” She also detailed that pubs were more focused around putting on immersive events in order to increase consumer engagement."
NQ64, a game focused arcade bar with sites across the UK, director Matt Robson similarly shared his thoughts on approaching competitive socialising as a movement. He said: "NQ64 started off as a ‘solution’ to fill a small empty unit which wasn’t being utilised much. We filled it with retro arcade machines and games consoles, created a gaming themed cocktail menu."
Robson explained as a result of implementing a game centred theme at the site, consumers found the mix of game options and drinks offerings wildly popular, adding “fast forward and we’ve opened thirteen sites across the UK”.
The managing director also detailed the importance of being different and focus on the “important stuff”, which to him encapsulates creating a fun, interesting and consumer focused experienced blending both games and alcohol.
Robson continued: “If we keep plugging away at this I’m content we can carry on for many years to come."
