Catering to competitive socialising: The right cards to play   

In an experience-driven economy, leisure businesses constantly seek ways to attract and retain customers. Amidst this, a captivating trend emerging within the industry is “competitive socialising” – gatherings centred around interactive games and activities. Mintel’s latest competitive socialising market report shows that participation in competitive socialising activities has increased by 13 percentage points between 2019 and 2023. The shift towards social entertainment with a playful edge offers a unique opportunity for pubs, clubs, and other leisure properties to elevate their offerings and boost their bottom line.

How competitive socialising is redefining leisure

The rising popularity of this trend can be attributed to several factors. There is a growing desire for interactive experiences beyond passive entertainment. People crave opportunities to connect, engage, and forge lasting memories with friends and family. Socialising for competitive purposes fosters a dynamic environment where laughter, friendly competition, and camaraderie take centre stage.

Additionally, the trend caters to a broader demographic than traditional pub fare or club nights. From millennials seeking unique experiences to retirees looking for social interaction, there is something to be offered for everyone. Whether it is a thrilling game of darts, a brain-teasing trivia night, or a strategic board game showdown, there is an activity that appeals to diverse interests and skill levels. It taps into the inherent human desire for friendly competition, injecting a dose of excitement into social gatherings and encouraging repeat visits.

Harnessing the power of competition 

How can leisure businesses such as pubs and clubs capitalise on this trend and win over the sport and game enthusiasts? Here are some key strategies to consider:

• Offer a variety of engaging activities: Catering to a wide range of demographics and interests through a diverse selection of games and activities helps businesses tap into new audiences. This could include classics like darts leagues, pool tournaments, and poker nights or themed game nights like board games, trivia, and video games. Regularly host tournaments and seasonal events around popular games to generate excitement and encourage participation.
• Create a dedicated space: Allocating specific areas for socialising within properties, such as a designated game room with dartboards, pool tables, and board games or a flexible event space, can transform regular leisure centres or parts of a restaurant into more competition spaces. Facilitate comfortable seating, proper lighting, and quality audio-visual equipment to enhance the overall guest experience.
• Develop a loyalty program or membership system: Implementing loyalty programs or tiered membership systems gives guests a sense of appreciation. For instance, exclusive discounts on game rentals or event participation fees can incentivise repeat visits, fostering a sense of community among regular clientele. Utilise a robust membership management system to facilitate online sign-ups, membership renewals, and more for a smooth guest experience.
• Leverage smart tech solutions: In this digital era, smart technology is vital to optimising the competitive socialising landscape, especially for younger generations. To attract them, businesses can implement online reservation systems, allowing guests to conveniently book game spaces or event tickets in advance. Additionally, a robust POS system can streamline the food and beverage ordering and payment process and give access to valuable guest data to optimise offerings.

Tech-powered socialising experiences

Leisure businesses can make the best of their competitive crowd by embracing smart technology solutions.

1. Enhanced guest experience: Technology can empower guests with a seamless socialising experience. Providing user-friendly online tools for reservations, membership management, and even food and beverage ordering lets guests plan visits effortlessly, place orders without waiting in line, and focus on enjoying the activities.

2. Centralisation for clarity: Implementing a central platform for event reservations ensures guests can find all the information they need in one place, eliminating confusion and streamlining bookings. It enables guests to easily reserve activity areas such as bowling lanes, VR experiences, or board game tables with a few clicks.

3. Data-driven decisions: Tech applications such as reservation systems, point-of-sale data, and membership tools provide valuable insights into customer behaviour. This data can be used to personalise promotions, optimise scheduling, and tailor offerings to the guests. For example, by analysing which days of the week are popular game nights, restaurants or bars can offer targeted discounts at the right time.

4. Automation for staff efficiency: Using automated systems to manage tedious and repetitive tasks ensures operational efficiency even with a smaller workforce. This boosts staff morale and satisfaction, freeing them up to focus on higher-value guest interactions, providing personalised recommendations, resolving customer issues, and ensuring a memorable experience for every guest.

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Dive into the game with confidence

Competitive socialising is a growing trend redefining the modern leisure experience. By offering engaging activities, dedicated spaces, and exciting events, leisure establishments can position themselves as exciting hubs for social entertainment. Leverage smart technology solutions to streamline operations, personalise the guest experience, and foster an eager community of enthusiasts. By embracing this trend and empowering it with the right tech, businesses can deal the winning hand in today’s competitive leisure market.

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