ARE Expo Seminar Highlights: Competitive Socialising Demands Commitment, Not Compromise

A panel of leading operators and suppliers at ARE Expo delivered a clear message to venues exploring competitive socialising: success comes not from simply installing equipment, but from committing to a fully integrated experience.

Moderated by Jade Craig of Gamechangers, the session brought together a strong line-up of industry voices including Daniel ‘Chad’ Chadaway (Stonegate Group), Ben Warren (Professionals at Play), Dawn Clarke (Mitchells & Butlers) and Jonny Powell (501 Fun). Together, they explored how experience-led venues are evolving and what it really takes to make them work.

It’s Not About the Kit: It’s About the Experience

One of the strongest themes to emerge was that competitive socialising cannot be treated as a bolt-on addition.

“You can’t just put a piece of kit into a venue and expect it to deliver,” the panel agreed. “It has to sit within a wider offer, supported by service, food and drink, and a clearly thought-out customer journey.”

From booking through to gameplay and post-visit engagement, operators were encouraged to think in terms of a complete, connected experience.

Hospitality Comes First

For operators such as Stonegate Group and Mitchells & Butlers, the starting point remains firmly rooted in hospitality.

“Competitive socialising is an extension of what we already do,” said Dawn. “It’s about enhancing the guest experience and giving people more reasons to stay longer and come back.”

Food, drink and atmosphere remain central, with activities such as darts, golf and karaoke acting as complementary layers rather than standalone attractions.

Driving Dwell Time and Spend

Extending dwell time continues to be a key commercial driver but one that requires careful planning.

The panel highlighted the importance of multi-activity environments, where guests can move between experiences rather than being limited to a single booking window.

“If you offer just one activity, you’re tied to that time slot,” said Ben. “But once you introduce multiple experiences, you create more opportunities and that’s where the real value sits.”

Know Your Audience

A consistent message from all speakers was the importance of understanding your audience and tailoring the offer accordingly.

“What works in one location won’t necessarily work in another,” said the panel. “You have to build your concept around your demographic.”

Group play was identified as a key driver, with experiences designed for larger parties delivering stronger engagement and higher spend.

Investment Doesn’t Stop at Installation

The panel also cautioned against underestimating the level of commitment required.

“The first investment isn’t the only investment,” Jade pointed out. “You have to keep evolving - refreshing the offer, maintaining the experience and continuing to invest in the space.”

This includes not just equipment, but also marketing, programming and ongoing development.

Staff Make the Difference

Across the board, there was agreement that staff play a critical role in the success of any experience-led venue.

“An experience can live or die on that first interaction,” the panel heard. “If your team understands the product and can bring it to life for guests, that’s what drives engagement.”

From onboarding players to encouraging repeat visits, staff training and enthusiasm were seen as essential.

Trends - But With Purpose

While immersive and interactive formats continue to grow, the panel stressed that operators should be selective.

“There’s a lot out there,” said Jonny. “But we look at trends through the lens of what works for our audience and our business model.”

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30 April 2026

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