Axe Throwing and Escape Rooms: The New Trend in Pub Entertainment

The Lighthouse in Camberwell, southeast London, buzzed with activity late last month as it hosted the unique Competitive Socialising: The Power of Play conference. Instead of the usual suits, attendees sported casual attire, opting for Adidas trainers, jeans, and comfy tops.

This historic venue, which opened as a cinema back in 1940, welcomed nearly 1,000 participants into a vibrant space adorned with neon lights, a slushie machine, and a pizza stand.

Attendees had the chance to experience an electric shooting simulator and a 14-foot shuffleboard table, where players slide pucks to score points. Roger Bunce, sales director at Home Leisure Direct, highlighted a digital screen showcasing scores and graphics, explaining, “This caters to the TikTok generation eager for social media content.”

If you haven’t heard of “competitive socialising,” you may still have participated in it. Traditionally represented by a worn-out dartboard or pool table, competitive socialising has evolved to include urban mini-golf, digital dartboards, and even axe throwing.

According to real estate firm Savills, the number of competitive socialising venues in the UK—tracked by 59 notable brands—has surged from 280 in 2018 to 466 today, with projections indicating over 800 venues by the decade’s end.

The industry is advancing with many businesses leveraging technology and introducing innovative concepts. Some pubs are suggesting the addition of escape rooms—immersive environments where teams solve puzzles to escape. This movement also includes immersive events like “The Traitors: Live Experience,” which adapts the popular BBC show into a live format. Tickets for the summer have already sold out.

Businesses are increasingly confident in investing in these entertainment formats, even amid rising company expenses driven by increased business rates and national insurance contributions this past April.

Today’s audience seeks more than the familiar pub experience. Research from KAM Insight shows that 29% of UK adults have visited a competitive socialising venue in the last year, and 64% have frequented traditional pubs that incorporate such activities. Notably, 80% reported that it enhanced their overall experience. This aligns with a shift in drinking culture, as Saxon Moseley, head of leisure and hospitality at RSM UK, described: a movement away from alcohol-centric outings towards more diverse experiences.

Alcohol Change UK highlights a trend among Gen Z and millennials—those born between 1980 and 2012—who are more conscious of alcohol consumption, with 43% of those aged 25 to 34 expressing concerns about their drinking habits.

We Do Play is at the forefront of this evolving market, introducing the Canadian brand “Activate” in the UK. This concept features various challenge rooms, including areas filled with 500 LED floor tiles and light-up buttons that players must interact with, and rooms set up with laser mazes to navigate. Activate is already operational at the O2 Arena in southeast London, with plans for three additional sites soon.

According to Rich Beese, co-founder of We Do Play, former retail locations provide ample space for their activities. Visitors are likely to come specifically for the games, which might encourage spending at surrounding shops and restaurants, thereby benefitting the local economy.

More venues are anticipated from XP Factory, known for the Escape Hunt brand, and Red Engine, which oversees Electric Shuffle and Flight Club dart bars.

Another emerging trend is the “everything under one roof” model, combining various activities such as ping pong, mini-golf, and shuffleboard. Carlene Hughes, a director in Savills’ leisure division, suggests this model allows brands to adapt to market changes and stay competitive.

Dawn Clarke from Mitchells & Butlers shared that the interactive darts experience “Arrowsmiths” is now available at 14 of their venues. She affirmed that while food and drink remain their core offerings, integrating competitive socialising has increased customer dwell time.

Steve Alton of the British Institute of Innkeeping noted a growing trend among independent pubs to install electronic darts and shuffleboards. Some are even exploring the possibility of transforming function rooms into escape rooms.

The Gamechangers Organisation advises businesses on licensing and trends, indicating that costs for setting up such entertainment can vary significantly—from as little as £20 weekly for certain machines to substantial investments for larger projects.

While not all venues can afford these upgrades, Alton pointed out that current trading conditions have made it challenging for some pubs to grow. However, the enthusiastic turnout at The Lighthouse indicates a sustained interest in engaging activities like darts and shuffleboards.