ARE Expo Panel: Tech, Data and Experience Set the Direction for Competitive Socialising

The second Gamechangers panel session at ARE Expo brought together a strong line-up of industry voices to explore how technology and gaming are shaping the future of competitive socialising venues.

Moderated by Gamechangers' Jade Craig, the session What Tech & Gaming Can Do For Your Venue featured Matt Barnwell, MD of  IH Solutions, Neil Westwater, CEO of Polaris & Chris Hart, Sales and Partnerships Director at Singpods. Each offered a different perspective on what works - and what doesn’t - across today’s leisure landscape.

Experience First, Equipment Second

A clear message from the panel was that while new gaming concepts and equipment continue to evolve, they are only one part of the equation.

Drawing on his experience advising operators across the sector, Barnwell stressed that success comes from understanding the full customer journey.

There’s no point investing in high-end equipment if it sits underused, was the underlying message. You have to think about how it’s marketed, how it fits into the space, and how it integrates with food, drink and the overall experience.

Connected Systems Unlock Profitability

From a technology perspective, Westwater highlighted the growing importance of fully integrated systems within venues.

He explained how platforms developed by Polaris Elements are helping operators connect front-of-house and back-of-house operations - covering everything from bookings and POS to workforce management and scheduling.

Looking ahead, he pointed to a more seamless customer journey, where data reduces friction points, such as removing the need for customers to repeatedly input details across different activities and helps operators eliminate “dead time” between experiences.

Creating Shareable Experiences

For SingPods, the focus is firmly on delivering value and creating moments that customers want to share.

Hart explained how karaoke is evolving through gamification and added-value features, such as virtual costumes, themed environments and selfie opportunities encourage guests to post content on social media.

This user-generated content, he noted, is one of the most powerful marketing tools available to venues, particularly in local markets.

Regional Opportunity and Multi-Activity Venues

The panel also explored where the next wave of growth may come from.

Rather than large, single-activity venues, there was broad agreement that opportunities lie in smaller regional locations, where populations of 40,000–60,000 may not support standalone concepts like darts or bowling venues.

Instead, the future points towards multi-activity spaces, combining different experiences under one roof to appeal to a wider demographic throughout the day.

Jade Craig highlighted examples of operators rotating equipment between venues - keeping the offer fresh while managing capital investment more effectively.

Data: The Next Competitive Advantage

Another key theme was the increasing value of data.

Barnwell and Westwater both pointed to the opportunity not just to understand customer behaviour, but to anticipate it - using insights to tailor offers, optimise pricing and deliver targeted marketing.

As venues become more digitally connected, this ability to predict and respond to customer needs is expected to become a major driver of profitability.

Understanding the Gen Z Customer

The session also touched on shifting consumer behaviour, particularly among Gen Z.

While there is a perception that younger audiences are drinking less, the panel agreed the reality is more nuanced. Gen Z customers are still engaging with venues, but in different ways, often favouring shorter, more experience-led visits and different consumption habits.

Crucially, this is a generation that has grown up with screens and interactive environments, making activity-led venues a more natural fit than traditional pub settings.

Looking Ahead

From gamified leisure concepts to fully integrated venue systems, the session made clear that the future of competitive socialising lies in combining technology, data and experience.

As Barnwell concluded through the discussion, operators who can bring these elements together - creating flexible, engaging environments that evolve with their audience - will be best placed to succeed.

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30 April 2026

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