As UK consumers continue to adapt to shifting social and economic landscapes, competitive socialising is continuing to capture their attention.
Jo Lynch (Account Director at KAM) was invited to present KAM’s consumer research summary at the Inntegra Competitive Socialising event in May in front of a brilliant audience of operators and suppliers.
And according to our report, nearly 30% of UK adults have visited a competitive socialising venue in the last 12 months, and the frequency of these visits is climbing steadily. It’s more than a trend – it’s becoming a mainstay in modern social life.
Consumer Mindset in 2025: What Guests Really Want
Amid concerns over the economy (52%), immigration (48%), and health (36%), Brits are still making space for fun. However, they are spending more carefully:
- 39% are consciously spending less in venues
- 24% are visiting pubs and bars less frequently
Yet, competitive socialising venues are bucking this downturn.
- Gen Z report feeling happier overall – but also more prone to boredom.
- This creates a demand for venues that combine entertainment, connection, and value.
Key Drivers Behind the Popularity of Competitive Socialising
The concept of competitive socialising, where social drinking and dining are paired with activities like bowling, crazy golf, or arcade games, is evolving rapidly. In 2023, 35% of Comp Soc visitors went monthly; in 2025, that number has risen to 41%. And on top of that 34% of customers say they’re visiting more often than last year.
But it’s not just dedicated venues seeing this benefit – 64% of consumers have been to a traditional pub that offers competitive socialising, and 80% said it enhanced their overall experience.
These venues are especially attractive for special occasions: birthday celebrations, quiz nights, after-work drinks, or a fun date night. And they’re usually not the only stop – 28% of visitors drink elsewhere before visiting, while 37% do so afterwards, highlighting their role in a broader social itinerary. But that remains the challenge for operators – how to get them to stay longer and therefore spend more in venue.
Challenges, Opportunities, and the Future of Hospitality Experiences
Despite the sector’s growth, barriers remain. The biggest challenge? Cost. This includes both the general cost of going out and the perceived higher price of Comp Soc experiences compared to standard bars. Other obstacles include location, needing to book in advance, and finding friends who enjoy the same games.
However, these challenges offer actionable insights. Customers crave value, emotional connection, and positive experiences. In fact, brands that establish emotional bonds enjoy a 306% higher lifetime customer value, and about one-third of customers already feel emotionally connected to at least one hospitality brand – particularly among 18–35 year-olds.
The Experience Equation: Blending Fun, Food, and Community
Net Promoter Score (NPS) metrics also favour competitive socialising. While scores have dipped industry-wide in the past 12 months, Comp Soc venues consistently outperform traditional hospitality, maintaining a higher average score month-to-month (thanks to our friends at 125 Insight for their help with this!).
Beyond entertainment, these venues offer real psychological benefits:
- improved mood
- reduced stress
- a greater sense of belonging
- more enjoyable social outings.
In a world full of uncertainty, this is no small feat.
Final Thoughts: What This Trend Means for 2025 and Beyond
Competitive socialising is a fast-growing sector offering escapism, entertainment, and emotional connection at a time when consumers need it most.
Hospitality operators should:
- Evolve with guest expectations.
- Build emotional connections to strengthen loyalty.
- Focus on value and memorable experiences.
With the upcoming launch of the Competitive Socialising Index (CSI) in October 2025, brands will soon have even sharper tools to measure performance, perception, and emotional engagement. The next level of socialising is here – and it’s competitive.
Interested in understanding your category, consumers, customers or employees a little better? Take a look at other work we’ve done and get in touch to see how we can help you.
