Competitive Socialising Boom in the UK Fueled by Changing Habits in Younger Generations

The trend of competitive socialising is reshaping leisure in the UK, transforming pubs and traditional entertainment venues into immersive hubs catering to the nation’s growing appetite for experiences over routine drinking. This shift is driven by Generation Z and millennials who are increasingly veering away from alcohol-centred outings in favour of activities that combine physical challenges with social interaction.

According to Savills, the number of competitive socialising venues has skyrocketed in recent years, rising from 280 locations in 2018 to 466 today. By the end of the decade, this figure is expected to surpass 800 locations across the UK. Activities such as urban mini-golf, digital darts and axe throwing are replacing the conventional games once confined to the corners of pubs. The emergence of high-tech features and themes has attracted younger audiences seeking shareable experiences suitable for social media.

Research highlights the extent of the industry’s attraction. KAM Insight reports that 29 per cent of UK adults visited a competitive socialising venue in the past year, and 64 per cent experienced pubs offering a similar element of entertainment. Among those surveyed, 80 per cent described competitive activities as a positive addition to their outings. This demand marks a shift in social preferences, with brands capitalising on consumers’ pursuit of innovative and engaging leisure.

Health concerns also play a notable role in changing spending habits. Research conducted by Alcohol Change UK reveals younger generations are significantly more conscious of the impact of alcohol consumption. Nearly 43 per cent of those between the ages of 25 and 34 expressed concerns over their drinking, reinforcing a larger cultural movement toward alternative entertainment options.

New players are cashing in. Firms like We Do Play are introducing concepts such as the Canadian initiative Activate to British audiences. Featuring interactive light-based challenges and laser rooms, these venues have already debuted at the O2 Arena, with multiple new sites planned for the coming year. Likewise, operators like XP Factory, the parent company of Escape Hunt, and Red Engine, the business behind shuffleboard chain Electric Shuffle and the darts bar brand Flight Club, are quickly expanding their foothold in the sector.

The growing trend toward multi-activity venues highlights the innovation underway. Brands are combining various forms of entertainment under one roof, ranging from shuffleboard and mini-golf to bowling and ping pong. Such diversification allows them to adapt more flexibly to consumer preferences, ensuring continued growth in a competitive sector. Even traditional pubs are embracing this evolution, introducing electronic darts and shuffleboards to extend customer dwell time and boost revenues.

Despite economic pressures, the excitement surrounding competitive socialising shows little sign of slowing. As businesses continue to invest in these vibrant, tech-driven experiences, the UK’s social scene is being redefined for a generation that prioritises entertainment, connection and wellness above outdated traditions.