EAG – helping businesses to understand the Gen Z opportunity

Gen Z—broadly defined as those born between 1997 and 2012—represents a group whose attitudes, values, and behaviours diverge sharply from earlier generations. With spending power projected to exceed $12 trillion globally over the next five years, this cohort is reshaping the landscape for leisure operators.
Gen Z crave activity, participation, and social connection. They prioritise experiences over possessions and expect venues to deliver technology-driven, shareable formats that can be enjoyed and posted online.

Requiring a major shift in focus for Britain’s pubs and licensed venues, Gen Z is drinking less alcohol than their predecessors. According to NHS England, in 2022, 26 percent of 16–24-year-olds reported not drinking alcohol in the previous year—up from 19 percent in 2011.

Simply serving alcohol is not enough

The implication is clear: drinks alone no longer guarantee footfall. Operators must now create engaging, multi-sensory experiences to attract and retain customers.

The boom in Competitive Socialising—from karaoke pods and shuffleboard to interactive darts, axe-throwing, and boutique bowling—shows how operators are adapting. These formats meet Gen Z’s fundamental needs for connection, gamified fun, and social shareability, while simultaneously driving word-of-mouth growth.

These activities are not just appealing to groups of friends: they also attract businesses seeking team-building activities, families looking for unique weekend entertainment, and mixed-age groups who want to socialise in ways that don’t centre on alcohol.

A powerful example is provided by EAG exhibitor SingPods, whose digital karaoke booth systems combine nostalgia with modern convenience. The pods—bookable by the hour and fully cashless—are generating repeat business by letting groups enjoy private, shareable entertainment experiences on their own terms.

Well-known industry figure Nick Harding, who will be chairing his first EAG and SIE Expo in January believes the sector’s reputation for innovation and adaptability will take centre stage at the London shows.

“We will be exploring the latest interpretations in detail, showcasing the suppliers that are enabling competitive socialising formats to flourish and offering learning sessions that dive into Gen Z behaviour,” confirmed Harding.

Gen Z will make or break leisure businesses

“Gen Z will make or break many leisure businesses in the next five years, and for operators grappling with the question of how to remain relevant to this demographic, the show will provide both the tools and the insight that’s required to succeed in what is an ultra-competitive sector. At EAG and SIE Expo, we want to demonstrate how to capture this audience in ways that are not only engaging but commercially viable.”

The desire for interaction and activity is not limited to younger consumers. Across all demographics, people are seeking connection through experience.

Classic formats such as darts, shuffleboard, karaoke, and bowling are being reinvented through digital overlays that add competition, connectivity, and instant gratification. This fusion of nostalgia and technology provides customers with familiar fun experiences while providing operators with invaluable revenue streams.

As an example, digital darts are leveraging the huge popularity of the sport, while EAG exhibitor Game Volt is redefining shuffleboard through multi-group interactivity. Karaoke pods remain a hit across audience types—from corporate events to family outings—delivering memorable, shareable moments every time.

For operators, the benefits of these models extend beyond entertainment. Cashless systems and digital integrations reduce staffing costs and enhance the customer experience, providing a critical edge for businesses faced by labour shortages, rising wages and the costs of employing people.

Visitors to EAG Expo 2026 will have the chance to experience the next generation of these solutions first hand. Exhibitors will be showcasing technologies that heighten engagement, improve operational efficiency, and deliver stronger ROI.

Consumer choice and flexibility

Operators are also rethinking how they package experiences. Today’s guests demand flexibility—the option to drop in for a quick game, book a private booth, or enjoy a full evening with food, drink, and entertainment included. Venues offering this versatility are attracting broader demographics and increasing spend per head.

This shift is also transforming retail and shopping centre spaces, where landlords are increasingly turning to leisure concepts to drive footfall. Boutique style FECs are emerging as new anchor attractions, extending dwell time and boosting spend across multiple outlets.

At the 2026 show, visitors can expect to see leading suppliers—including Semnox Solutions, specialists in integrated POS and cashless systems—demonstrating how to streamline operations while maximising yield.

“It would be a mistake to believe that the future of out-of-home entertainment relies solely on high-tech innovation,” added Harding. “In reality, the sector’s strength is found in its diversity.

“Out-of-home entertainment is not declining; it is transforming. The venues that succeed will be those that understand their audiences, adopt flexible business models, and utilise technologies that enhance efficiency and profitability.

Connecting trends, technologies and opportunities

“EAG and SIE Expo are about more than just showcasing the latest products. They are about connecting the dots between trends, technologies, and opportunities. The shows will provide an invaluable window on what’s new and how the latest innovations can directly improve business performance and ensure that operators are match-fit for the future.”

“Alongside an industry best line-up of exhibitors EAG and SIE Expo will feature leading names from the world of hospitality to debate discuss and analyse the rise of competitive socialising, the dominant trends and the market dynamics of what is a rapidly evolving out of home entertainment sector.

The numbers attending EAG have increased by 69 percent since 2022 with the 2025 edition registering 4,306 unique visitors a 23 percent year-on-year uplift. A total of 1,973 businesses were represented in 2025 with 14 percent of visitors travelling to the London shows from outside the UK.

To attend EAG Expo incorporating the Social Immersive Entertainment Expo and the London Casino and Gaming Show, 13 – 15 January, ExCeL London visit: www.eagexpo.com

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13 November 2025

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