" />Alongside a brilliant group of operators and experts, we explored how pubs can evolve into more experience-led spaces without losing the essence of what makes them so important to communities. What became clear very quickly is that while the opportunity is significant, success depends on far more than simply installing the latest technology.
Here are a few key takeaways from the session.
More Than a Trend
From augmented darts to interactive quizzes, competitive socialising has rapidly moved from niche concept to mainstream strategy. But it’s not a quick fix.
Layering expensive gaming experiences onto a weak business doesn’t solve problems, it accelerates them. This is not just about plugging in tech. It’s about selecting the right activities, and deploying them in the right way to get to better pubs.
Foundation First, Games Second
Before even considering an investment, operators need to look inward. A strong food and beverage offer, engaged staff, and a clear marketing strategy are non-negotiables. Without these foundations, even the most exciting activity will struggle to deliver a return.
Think of it less like installing a feature, and more like adding a new revenue stream that relies on everything else working properly.
Enhancing the Pub, Not Replacing It
The goal is not to turn a pub into a full-blown arcade but to add another layer to the existing offering. It provides a new reason for customers to visit, increases dwell time, and captures spend from those not solely focused on drinking. As Chloe Dodd, Co-Founder at The Opportunity Club rightly added, it should be “worked into the soul of that business,” not just stand alone.
The most successful venues embed these experiences into the personality of the space, ensuring they feel natural rather than forced.
One Size Doesn’t Fit All
Not every activity works in every venue.
Understanding your audience, layout, and brand is critical. A lonely darts board in a corner will not work; the activity must look like it belongs and be integrated into the venue’s fabric.
Technology in this space has evolved significantly. Today’s products are modular, flexible, and easier to install, opening up opportunities to rotate experiences and keep offerings fresh.
Driving Revenue Beyond the Weekend
Competitive socialising unlocks new occasions, particularly midweek, bringing customers in those traditionally quieter slots.
Corporate bookings and group trips out also benefit from having a built-in activity to structure their event, giving customers a clear reason to choose your venue for their high-value visits.
The Role of the Modern Landlord
Despite the focus on technology, people remain at the heart of the experience. An engaged manager and team who believe in the new offering are crucial for its success.
A great host can elevate everything, bringing energy and cohesion to the venue.
Action Points for Attendees
- Conduct an Honest Business Audit: Before investing in any gaming equipment, critically assess your current operation. Is your F&B offering as strong as it could be? Is your team engaged in actively delivering it and well-trained to be able to execute it? Do you have an effective marketing plan to tell people what to expect when they arrive? Fix any underlying issues first.
- Understand Your Customer and Space: Analyse your demographic and the physical layout of your venue. Choose an activity that fits your brand, appeals to your existing customers, and has the potential to attract new ones. Don’t just add a game; create an experience zone.
- Invest in Your Team: Your staff are the hosts of this new experience. Ensure they are trained, confident, and enthusiastic about the new offering. Their ability to sell and manage the experience is critical to its success.
- Market the Experience, Not Just the Game: Don’t assume customers will discover the new activity on their own. Promote it as a key reason to visit. Target local businesses for corporate socials and create specific packages for group bookings, especially for mid-week trade.
- Start Small and Prove the Concept: You don’t need a six-figure investment to begin. Start with low-cost, high-engagement events to build a culture of experience before investing in major technology.
A Natural Evolution of the Pub
Competitive socialising doesn’t have to dilute the pub experience, it can strengthen it by broadening demographic appeal and creating new revenue streams.
Most importantly, done well it reinforces what pubs have always been about: bringing people together.
Finally, a big thank you to my fellow panelists for such an insightful and engaging discussion – it’s clear that while approaches may differ, the shared goal of creating better, more engaging pubs is something we all have in common.
