The Experience Economist - Europe 2026 Focus on the UK

Population per competitive socialising venue in key markets, 000s residents Greater Metro Area Core City

Oversupply is inevitably forcing weaker concepts and locations to exit. Over the past couple of years at least 45 venues have closed their doors - roughly 1 in 8 - with just over half in London where competition has been further intensified by multiplying experiential attractions that target a similar audience. At the end of 2025, Sixes entered administration, Gravity went through a CVA and Topgolf’s owners sold 60 percent of the business. Market maturity has therefore brought concepts under greater scrutiny, requiring more rigour around proposition and quality, but also location and public transport accessibility. On the positive side, some continue to expand with at least six new venues announced for opening in London alone in the coming months. The sector is also responding to broader economic pressures. Projects are becoming larger, with multi- activity chain complexes effectively reinventing the entertainment centre model that has existed for decades at a higher quality level. These large, dark, neon-lit busy spaces promise a party feel, encourage longer evening and weekend stays and drive higher spend. Smaller venues are also diversifying adding extra activities around the primary attractor. Consolidation offers destination appeal and economies of scale but inevitably means longer payback periods and greater risks, echoing the challenges faced by the previous generation of entertainment centres. Opportunities nevertheless remain for rollouts, niche activities, branded concepts, careful expansion into underserved markets and conversion of existing F&B outlets many of which have excellent locations, into competitive socialising venues. Not everything has to be immersive – sometimes, you just want to have some fun. At £15 per hour, the cost of entertainment in this segment sits 40 percent above the theme park market. While some premium is justified by the shorter, more intense experience, repeat visits can quickly become expensive.

Natalia Bakhlina on Competitive Socialising: State of Play Expert view

Note: population in greater metropolitan area Source: ONS & LDP database

Venues by Primary Activity

Multi-activity (large) 51%

Other 10%

Axe 4% Bowling 4% Darts 6%

Hollywood Bowl 23%

PAC-MAN Live

Boom Battle Bar 9%

Games 10%

A concept that finally made corporate events relatively affordable, birthdays easy to organise and family weekend outings accessible has created an industry now over ten years old. The definition remains broad and boundaries blurry, with hundreds of UK venues identifying as competitive socialising. However, not every FEC, bowling alley, mini golf, axe throwing or escape room venue has the quality, ambience and integrated premium F&B of a true modern competitive socialising concept. These have been the criteria that determined a viable proposition. Additionally, as the primary motivation is the activity rather than food, many board-game cafés, pubs and bars offering limited entertainment would also fall outside the segment. Even on a stricter basis, the market is becoming overcrowded. Including large multi-activity entertainment centres such as Hollywood Bowl, Roxy, Lane7, Boom Battle Bar and Gravity Max, there are around 350 and 400 competitive socialising venues nationally – roughly one per 185k residents. In London, the ratio is one per 110k– a clear sign of maturity and a demand-side red flag, as financially supporting the existing supply would require very high repeatability.

Whist many key cities hover around similar supply levels, there is some variation, with the Glasgow and Edinburgh demonstrating somewhat lower supply, whilst Bristol and Leeds are particularly well served relative to population. Note how rankings on the top chart change when comparing with core-city populations vs wider metropolitan areas. Over the past couple of years at least 45 venues have closed their doors - roughly 1 in 8 - with just over half in London where competition has been further intensified by multiplying experiential attractions that target a similar audience.

Roxy 6%

Golf 14%

Lane7 6%

Venues by location

Sheffield 2%

Edinburgh 2%

Other 38%

Bristol 4% Cardiff 3%

Newcastle 3% Liverpool 4% Glasgow 4%

London 24%

Leeds 4%

Birmingham 6%

Manchester 6%

Note: not multi activity sites are driven by primary marketed activity (and could still offer secondary activities on the side) Source: LDP database

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