By
Cieran de Valmency, CTO of Gamechangers Organisation
Apr 20, 2024
Competitive socialising is the industry term for when operators in the hospitality industry fuse entertainment, games and experiences alongside their F&B offerings.
The goal is simple: create new ways to have fun, connect and create unforgettable memories - that keep customers coming back time and time again.
With the phrase covering a whole manner of sins, there's no wonder that this is fast becoming a staple of the industry. Experiences can include: darts, billiards, shuffleboard, pub quizzes, cinemas, crazy golf, immersive theatre, immersive dining, escape rooms, VR gaming experiences, axe throwing, live bands and acts, beer pong, table tennis, foosball, trampolining, arcade games, and so many, many more.
Though the competitive socialising sector has consistently placed an impressive stamp on the wider hospitality industry in recent years, it isn't a new concept. Its roots stretch back centuries, with various games and sports evolving over time to eek out competition and boost levels of camaraderie.
One of the earliest and most enduring examples of competitive socialising is darts. Its precise origins are debated amongst historians and dart enthusiasts, but overall belief is that darts began as a simple pastime for soldiers, who would simply throw shortened arrows at the bottom of wine barrels. Over time, darts became almost intertwined with the idea of an English pub: a staple beloved pub game. So much so that it now boasts professional leagues and tournaments attracting enthusiasts from around the globe.
In recent times, the game has transformed and become infused with modern technology.
Flight Club was one of the first to design a unique camera based system to detect where darts have landed. From their opening in 2015, players could experience a fully interactive computer-based game with exciting graphics and scoreboards.
Since the spark of augmented reality hit the competitive socialising stage, it is now simpler than ever before to revolutionise darts in any venue. With projector based augmented reality darts products available to commercial customers through suppliers such as Home Leisure Direct, darts is sweeping the nation once again - but in a way never seen before.
In recent years, there's been a surge in interest in alternative competitive socialising activities, such as axe and knife throwing. These activities, originating in Canadian and American lumber camps, have started to spring up across the nation in the form of operators such as Whistle Punks and Axeperience.
As technology advances, so too does the landscape of competitive socialising. From arcade machines to virtual reality gaming setups, technology has transformed traditional activities and introduced new ones. Alternative activities are no exception to the modernisation and augmented reality revolution. With interactive games available to play - even whilst throwing axes, batting sixes, or punting footballs!
As competitive socialising continues to evolve, it promises exciting possibilities for social interaction and entertainment. With a diverse range of activities catering to various interests and preferences, there's something for everyone to enjoy. Whether it's for team building, friendly competition, or simply a night out with friends, competitive socialising offers a unique way to connect, have fun, and create lasting memories.
Increased Foot Traffic: Offering competitive socialising experiences can drive new customers to your establishment, creating buzz and excitement.
Competitive Edge: Stand out from the competition by providing unique social experiences that keep customers coming back for more.
Extended Dwell Time: Studies show that entertainment increases dwell time, giving customers more reasons to stay and spend.
Social Media Buzz: Engage customers to promote your brand through user-generated content shared online.
Collaboration Opportunities: Forge partnerships with industry leaders to expand offerings and revenue streams.
Adaptability: With a wide range of activities available, operators can tailor experiences to suit their space and target audience
In conclusion, competitive socialising offers a dynamic fusion of social interaction and entertainment, bridging the gap between traditional pastimes and modern experiences. Whether you're a seasoned enthusiast or a newcomer looking for something different, competitive socialising invites you to join in the fun and make memories that last a lifetime.
The History of Competitive Socialising
Apr 20, 2024
