GAME ON: COMPETITIVE SOCIALISING

We’re focusing on Competitive Socialising – the social concept that’s taken the hospitality and leisure world by storm. A decade on from its arrival, now feels like the right time to reflect on its rapid growth, growing mainstream appeal, and its promise of shared experiences and deeper human connection.

We love hospitality, food, and drink and in this space, they’re right at the heart of the action. Since our brilliant team event at Fairgame, Canary Wharf in Summer 2023, we’ve embraced the energy and impact of these brands on team building. Fairgame had it all – games that sparked real team spirit, top-tier street food from Rudy’s Pizza, Taco Collective and Burger & Beyond, plus incredible cocktails from Bumper Bars.

Why it’s thriving…
As Rebecca Waller of Morning Advertiser notes, “Competitive socialising has seen rapid growth in recent years, with the UK experiencing a 38% rise in these types of venues since 2018.”1

It’s booming  and for good reason. No matter your background, skill level, or interests, there’s something in it for everyone – family, friends, or colleagues. It brings us back to real-world social connection in a time where digital fatigue and introspective habits are the norm.

As high street retail declines, large vacant spaces are being reinvented as vibrant, high-energy venues packed with nostalgia, reimagined games, tech, and immersive experiences. Throw in on-trend street food and cocktails – and you’ve got the winning formula of competitive socialising.

Where it began…
Matt Grech-Smith of Swingers summed it up: “The idea behind Swingers was to create the most ridiculously fun venue possible – pairing crazy golf with delicious street food, sensational cocktails and top-notch service in a unique, theatrical space.”2

Swingers was one of the first – if not the first – brands to define competitive socialising. In 2014, Matt and Jeremy Simmonds took their experience of running student club nights and combined it with a fresh idea: mini-golf in a vibrant indoor venue, surrounded by street food, cocktails, and Instagram-worthy moments. Their Shoreditch pop-up in a 7,000 sq ft warehouse proved an instant hit.

The brand leaned into a 1920s British seaside carnival theme and featured trending street food names like Breddos Tacos, Patty & Bun, and Pizza Pilgrims – all enhanced by playful cocktails like the One Armed Bandit, Helter Seltzer, and Hurricane Carter.

Other trailblazers quickly followed – Gravity, Flight Club, Draughts, and Bounce – each crafting their own unique take on game-driven venues with bold food and drink offerings. The Laine Pub Company’s Four Thieves in Battersea also launched in 2014, reimagining the pub with games, music, dancing, a Gin Yard, Pizzeria, and a packed entertainment schedule.

Rewriting the playbook: the experience revolution
Roxy Leisure (Roxy Ball Room, Roxy Lanes), launched in Leeds in 2014, now spans most major UK cities with its bold “booze and ball games!” ethos. Co-founder Matt Jones says the goal is to “keep opening venues in places lacking quality competitive socialising.”3

Roxy recently launched Star Pins – a family-friendly brand debuting in Coventry (Dec 2024) with bowling, mini golf, tech darts, curling, shooting pods, ping pong, pool, and shuffleboard.

Toca Social, with locations at The O2 and Birmingham’s Bullring, has just opened in Westfield White City in July 2025. It’s the world’s first immersive football gaming venue – paired with standout food, drinks, and themed cocktails like Ballon D’Or and Pitch Invader. The Birmingham site, in a former Debenhams, features 23 interactive football boxes and a locally inspired menu including “The Gunpowder Wing.”

Lane7, one of the earliest movers (Newcastle, 2013), is expanding fast with new sites in Dublin, Milton Keynes, and Newcastle, plus a new 15,000 sq ft venue opening in Cambridge in 2026. Expect bowling, karaoke, darts, beer pong, and arcade games – all designed for the 18–35 crowd and after-work socials.

Rich Beese, Co-Founder of We Do Play, said: “We welcomed 50,000 fun seekers through the doors of the first Activate at London’s O2 in the first six weeks of opening, making this location the number one best-performing Activate out of 60 in North America, Canada and Dubai, and it is already ranked at number 5 on Tripadvisor’s ‘Fun Activities and Games in London’ with all five-star reviews.”4

Finally, Poolhouse – a 21,000 sq ft concept from the Jolliffe brothers (Topgolf, Puttshack) – launches at 90 Liverpool Street later in 2025, with US sites to follow. Inspired by vintage Vegas and American dive bars, it aims to deliver “affordable luxury” and a sense of wonder from the moment you walk in.

Changing times, changing trends
As Matt Grech-Smith puts it, “These days, when there’s an office party, people are more likely to ask, ‘What are we doing?’ rather than ‘Where are we going?”5

There’s a clear shift towards shared activities and meaningful interaction – with food and drink still central, but alcohol no longer the main event. Fridays are also being overtaken by midweek for social outings.

Paul Barham, co-founder of Red Engine (Flight Club, Electric Shuffle), recently told Propel that landlords and banks are now prioritising sustainability when considering new venue deals. Red Engine’s own CSR initiative, Yellow Ball, is built on B-Corp principles and supports their mission to give back.

In 2025, the UK truly feels like the Silicon Valley of social entertainment. There’s a concept out there for everyone – so let’s enjoy the ride. GAME ON!

References: 1) Insight from OakNorth Bank Sector Pulse, Morning Advertiser 05.12.24. Rebecca Weller. 2) Matt Grech-Smith – https://www.swingers.club/uk/about. 3) Matt Jones, Co-founder, The Morning Advertiser, 20.12.23. 4) Chronicle Live, 28.04.25. 5) Matt Grech-Smith, Swingers, Business Leader Ltd, 13.08.24.

Bio: Tony Chambers – co-founder and director at Eat With Your Eyes

Tony is a passionate and highly experienced strategic design and branding consultant. He strongly believes great design must be informed by the latest consumer trends and insight, and always deeply aligned to every client’s unique personality and culture.