In this special commentary, industry specialist Kevin Williams of Spider Entertainment looks at the emergence of a new aspect of the leisure entertainment scene that has a direct impact on the traditional amusement model.
"It would not be hard to realise that the public has returned to socially inclusive entertainment and hospitality with a thirst. The privations of the lockdown a few years ago drove many industry pundits to claim that restaurants, bars, cinemas, and amusement would be killed off, only for a matter of months after the lifting of restrictions, finding themselves eating their words.
"As with other major upheavals in social life, we also see new elements emerge into popularity. Along with frictionless payment for many aspects of life, there has been a continued growth in what has been called social entertainment, and by others dubbed 'competitive socialising'. Fuelled by the need for groups to have fun, as well as sharing hospitality, a new genre of entertainment venue has emerged.
"The term 'competitive socialising' has been coined mainly to do with the use of entertainment anchors within these new breeds of venue - venues that see competition and gaming at their heart. The UK has become a launchpad for many of these new concepts, with many employing elements that any in the amusement trade would be familiar with, but now packaged in a venue fixture that also includes sophisticated food and drink offerings.
"The aspects seen range from venues such as Puttshack - incorporating digitally infused mini-golf - or Flight Club, which deploys digitally-infused darts, the infusion being gamification, with scoring and unique mini-games offered by touchscreens for game selection, scoring and all-important ordering of drinks and food. The gamification element to traditional amusement endeavours sees venues comprising augmented reality darts and bowling. At the same time, we see Clays offering digital screen skeet shooting, or Sixes offering cricket recreated through a digital screen.
"But the innovation of this social entertainment approach is not limited there. We now have fully immersive gaming environments such as with Immersive Gamebox and its unique experience. We have also seen the creation of carnival using skill games supported by hospitality with Fairgame. And now we even have motor racing simulators placed into a luxurious bar and restaurant environment with F1 Arcade. All these may be perceived as custom entertainment placed in unique environments, but even traditional video amusement - both the latest and retro - are finding a space in social entertainment, with the likes of retro arcade bars like NQ64: Arcade Bar or Four Quarters. All these offerings are using the UK as a launchpad.
"The question for the amusement trade is how much of this innovation will be fuelled by the current crop of amusement pieces already on sale? Or will we be about to see manufacturers having to bolster their product line to include items that are specially developed to work in social entertainment environments? But more importantly, could this be the beginning of an even bigger renaissance for the out-of-home entertainment sector, which amusement cannot afford to miss?"
