The Oracle: Issue #6

THE ORACLE 

THE OFFICIAL GAMECHANGERS MAGAZINE 

ISSUE #6 

SEPT 24 

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THE ORACLE - SEPT ISSUE - #06 

THE POWER 

OF PLAY 

Welcome to the latest edition of The Oracle, 

your e-zine for the competitive socialising, 

immersive gaming and interactive leisure 

sector. 

E N Q U I R E / B O O K N O W 

As well as enjoying plenty of 

hospitality at home this summer 

I also took some time to visit 

Mexico. 

While Mexico didn’t offer venues 

and experiences in the way that 

the UK has mastered, and in my 

opinion leads the world, it did 

provide plenty of food for thought. 

For starters, all-inclusive is no 

longer enough for the average 

holidaymaker. It is all about 

experiences with jungle trips, 

segway tours, snorkelling, quad 

biking and treetop and aqua 

adventure parks all booked to 

capacity. People want to be active 

and experience new things. 

This all bodes well with 

holidaymakers returning to the UK 

looking for more fun. 

This also means there are 

opportunities for the sector to 

continue to expand globally. In 

this issue, we take a look at how 

Red Engine and Lucky Voice have 

grown beyond these isles. 

One big question for operators is 

whether or not their sites should 

be child friendly. Our Editor-in- 

Chief Matt Eley took the kids to 

examine this over the summer, 

enjoying sessions at Competitive 

Socialising Award winners TOCA 

Social and Monopoly Lifesized. 

Meanwhile, I got the lowdown 

from the exciting and growing 

business, Boulebar UK. 

It’s been a jam-packed summer 

and yet it will be Christmas before 

you know it! We’ll be looking at the 

festive season in our next issue. 

For now, enjoy this one and have a 

fantastic trading period in the run 

up to the year end. 

Elevate your venue with world-class performers and bespoke props that 

cappvate and inspire. From dazzling Mirror Men, our mesmerizing LED 

aerial cube to vibrant samba dancers, spellbinding magicians, and fire 

performers, we craa unforgeeable experiences that enhance your 

guests’ night out, turning ordinary moments into extraordinary, 

shareable memories. 

Sharon Dickinson, Commercial 

Director & Content Editor 

discover more at: 

pearlcreaave.co.uk 

3


Editor-in-Chief 

Matt Eley 

matt@gamechangers.org.uk 

Commercial Director & Content Editor 

Sharon Dickinson 

sharon@gamechangers.org.uk 

Graphics & Design 

Cieran de Valmency 

cieran@gamechangers.org.uk 

This Month’s Contributors 

Pete Innes, Sector Marketing Manager, Brakes 

Luke Elford, Partner, John Gaunt & Partners 

Katie Jenkins, Marketing & Partnerships Director, KAM 

Molly Davis, Head of Communications, BII 

CHAIRMAN’S 

FOREWORD 

A warm welcome to the sixth edition of 

the Oracle from myself and the board at 

Gamechangers. 

Advertising Opportunities 

oracle@gamechangers.org.uk 

CEO & Founder, Gamechangers 

Jade Craig 

jade@gamechangers.org.uk 

Hospitality Consultant, Gamechangers 

Kelly Mortimer 

kelly@gamechangers.org.uk 

The Oracle 

Gamechangers Organisation Ltd 

Coach House, Ryeford 

Stonehouse, Gloucestershire 

GL10 3HG 

Gamechanger’s strategic analysis 

partner KAM Media was ahead of 

the curve with their ‘Low and No’ 

study, which was launched at an 

event I attended this summer. 

The study spelled out the changing 

relationship that consumers are 

having with alcohol. 

With one in five of Gen Z not 

drinking alcohol at all, will we see 

last orders called on post work 

drinks and staff socials centred 

around booze? 

It is certainly hard to ignore findings 

of a CMI study that reported that 

48% of the management they 

surveyed agreed that work parties 

should be organised around 

activities that don’t include alcohol. 

in the number of enquiries from 

corporate Christmas planners 

requesting details of our Low and 

No ranges. 

Now, before we all drown our 

sorrows at the bottom of a soft 

drink bottle, there are some 

reasons to be cheerful… 

For a start, competitive socialising 

venues have the obvious advantage 

over trad pubs and bars, as booze 

is already not the main event. 

Plus, the UK marketplace for 

interesting and innovative 0% ABV 

choices is growing at a staggering 

pace. With such a growing range in 

this sector, consumers who choose 

not to drink do not need to default 

to a standard soft option. 

the curve from exclusive access to 

content from our research partners 

and introductions to key suppliers 

of future proof drinks options for 

your consumers. 

Not yet a member? Book a 

free demo and see today how 

Gamechangers can add significant 

value to your organisation. 

We hope you find this edition useful 

and informative and I wish you 

all the very best in the race to fill 

Christmas dates. 

My own team at All Star Lanes 

has noted a significant increase 

And Gamechangers members are 

always supported to be ahead of 

Graham Cook, 

Chairman of Gamechangers 

THE ORACLE 

4 

5


08 

INDUSTRY INSIGHT 

Going global 

Competitive socialising is 

taking over the world. Here’s 

how to expand. 

17 

MEET THE OPERATOR 

Having a Boule 

New boys Boulebar UK tell us 

about a whirlwind 12 months 

26 

LICENSING ADVICE 

All Change 

Luke Elford looks at what a new 

Government might mean 

CONTENTS 

Editor’s pick! 

20 

ORACLE ABOUT TOWN 

Big in Japan 

We head east to for some 

hospitality inspiration 

28 

RESEARCH 

No and Low 

KAM examines how attitudes are shifting to 

drinking on a night out 

31 

THE PUB 

PERSPECTIVE 

Training champions 

Have you or your team got what it 

takes to enter the NITAs? 

12 

SUSTAINABILITY 

Menu tips from Brakes 

From the farm to the form 

34 

14 

FAMILY FRIENDLY 

Doing it for the kids 

The pros and cons of 

being a child friendly 

venue 

24 

MEET THE BOARD 

Katy Jenkins 

KAM’s marketing 

boss gives us more 

industry insight 

32 

SUPPORT 

Members work 

together 

GigRealm eases the load 

for Shuffle 

WHAT’S NEW 

Changing the game 

We hear from the golfing great and 

look at even more new openings 

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GOING GLOBAL WITH A COMP 

SOC CONCEPT 

Steve Moore, 

CEO & Founder, 

at Red Engine 

How British businesses are spreading their 

wings across the world 

Such is the pace of growth in the 

competitive socialising sector that 

rarely a week goes by without a 

new venture opening or a new 

concept being launched. 

And ambitious business leaders 

are casting their eyes beyond these 

isles for locations to open new 

venues. 

Established players are entering 

new markets with the likes of Flight 

Club, Electric Shuffle, Sixes, F1 

Arcade, Swingers and Puttshack 

among those with sites across 

the pond. Others, such as Lucky 

Voice and Boom Battle Bar have 

opened in Dubai. Australia is also 

benefitting from British creativity 

with Flight Club up to three sites 

Down Under. 

So how do you go from Shoreditch 

to Sydney or from Soho to the 

Middle East? 

Red Engine Founder and Chief 

Executive Officer Steve Moore says 

whether you are opening in the UK 

or overseas, the concept is crucial. 

“People want a return on their 

investment in the form of a 

truly memorable experience. 

Competitive socialising offers 

something more than a standard 

night out in a typical pub or bar, and 

that is something that translates 

across markets. 

“Flight Club and Electric Shuffle tick 

all of those boxes. 

“They offer all the 

best bits of a pub 

or bar experience 

but with the added 

element of fun and 

immersive fast-paced 

games that have multigenerational 

appeal.” 

“It’s this combination that really 

resonates with customers, whether 

in the UK or abroad.” 

Charlie Elek, Managing 

Director of Lucky Voice, 

agrees: “Like other brands 

in the same space, we offer 

something beyond F&B; a 

heartfelt experience that gives 

people the opportunity to let go for 

an evening.” 

Location, Location, Location 

So you’ve got a proven concept 

that you want to roll out. The next 

all important step is finding a place 

that will do it justice. 

Steve continues: “We spend 

months and sometimes years 

working to find the best possible 

location. We want to ensure that 

we’re adding something truly 

unique to a neighbourhood. 

“We work to get under the skin of 

the city we’re in to understand the 

opportunities and challenges there 

and to get a deep understanding 

of the people who call that place 

home.” 

Factors to consider include finding 

a building that fits your goals, 

proximity of transport links, high 

residential and commercial footfall 

and other successful brands 

operating nearby. 

Steve adds: “Our aim is to be a 

venue that appeals to a broad 

range of customers, seven days 

a week. Finding a location that is 

close to offices 

and businesses as 

well as residential buildings 

really helps us achieve the mixed 

footfall that we’re looking for.” 

It is a similar story for Lucky Voice 

with in-depth research and analysis 

vital to success. 

Charlie says: “We have a data 

process to identify broad locations, 

work with local agents and brokers 

to identify 

potential sites, 

and then work through a 

checklist of criteria that a site 

must meet.” 

Charlie Elek, 

Managing Director 

at Lucky Voice 

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Business style 

Opening overseas asks questions 

of the scale of your business and 

how closely you can be involved in 

the day-to-day running of sites. 

Businesses such as Red Engine 

and Lucky Voice employ different 

models in different territories. 

Charlie continues: “We are 

currently exploring joint venture 

opportunities with existing 

operators in the US as test 

cases for a franchise model in 

that territory, while developing 

further franchises in the UAE, and 

establishing our first dedicated 

franchise in the UK. 

“Challenges include finding and 

maintaining relations with the right 

partners and upholding brand 

standards. While benefits include 

the potential for partnerships 

to unlock further growth 

opportunities and the chance to 

learn from other operators.” 

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Red Engine has an in-house team 

for the USA and franchise partners. 

Whatever model is used, it is 

essential to get the right people 

representing your brand. 

Steve explains: “We always 

want to work with people who 

are committed to delivering an 

amazing Flight Club or Electric 

Shuffle experience that’s 

consistent with the UK, while taking 

into account market variances. 

“Our in-house Electric Shuffle USA 

team and our Flight Club partners 

(State of Play Hospitality in the US 

and NightOwl Entertainment in 

Australia) are key to our success 

overseas and we’re so proud of 

what we’ve been able to achieve so 

far with their support.” 

Ultimately it comes down to 

finding people who share your own 

passion and vision. 

Steve adds: 

“Another key piece 

for us to tackle 

when opening new 

venues abroad is 

getting people to 

understand what we 

are.” 

“We have these incredible 

games, social darts and electric 

shuffleboard, that are amazing for 

bringing groups of friends together 

for a truly unique and memorable 

experience, but we’re not all about 

the games. 

“We offer a stunning bar setting 

that anyone can come to whether 

they play a game or not. You 

can have an equally incredible 

time at our venues just hanging 

out enjoying the bar vibes and 

indulging in some cocktails and 

sharing plates.” 

What we can be confident of is that 

the spread of British creativity in 

this space has only just begun. 

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10 

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MAKING MENUS 

SUSTAINABLE 

It’s pretty common to hear the term menu sustainability these 

days. But what does it actually mean and how can hospitality 

businesses use it to reduce their impact on the environment? 

Sustainable menus consider the 

entire journey of the food you 

serve, from the field to the fork. It 

includes how and where you buy 

from, how you prepare your food 

and even how much goes on your 

guests’ plates. 

It could also make financial sense 

as well as helping to reduce your 

impact on the environment. 

According to a recent PWC survey 

more than 80% of consumers are 

willing to pay more for sustainably 

produced or sourced goods. It’s 

definitely a great way to bring more 

customers through the door and to 

give your regular guests new and 

exciting choices. 

There are a few key considerations 

to start your sustainability journey 

including food waste, energy use, 

menu balancing and consumer 

engagement. In this article, we’ll 

touch on two of those elements 

- recipe development and menu 

balancing. 

Start with what you’re 

already doing 

Look to see if there are more 

sustainable alternatives to existing 

ingredients. 

For example, a staple of all kitchens 

is bread, including burger buns and 

flour. We’ve launched a partnership 

with Wildfarmed that provides a 

selection of amazing breads made 

with wheat grown using methods 

that cut carbon and increase 

biodiversity. It’s a great example of 

how procurement can help change 

the landscape. 

Best of seasonal British 

Embrace seasonality and 

the opportunity to feature 

seasonal fresh British produce 

across the entire menu. More 

flavour, less time on the road, and 

no air miles. And don’t forget that 

using more salad options can also 

cut energy use in the kitchen. 

Meet in the middle 

Think about the meat content when 

cooking ragouts and meat-based 

pasta sauces. In many cases you 

can halve the animal content by 

simply upping the veg content or 

substituting meat with shredded 

mushroom or Quorn to add texture 

and a wonderfully deep umami 

flavour. 

For more information visit 

www.brake.co.uk 

Peter Innes, Sector Marketing 

Manager at Brakes 

Meeting the challenge of 

meat 

Meat, particularly beef, is a 

significant contributor to the 

carbon footprint on menus. 

However, consumers are often 

looking for a ‘special’ occasion 

and that will sometimes include a 

delicious steak. 

Try serving less, but better. Smaller 

portions can be perceived as 

reduced value, but chefs can 

address that by serving those 

portions of responsibly sourced 

animal protein alongside a more 

considered and elegant side to 

enhance the menu proposition and 

drive margin. Think delicious British 

Beef with charred Tenderstem 

broccoli. 

Or you can make a feature of 

it. The trend towards SMASH 

burgers means smaller patties, 

and therefore less meat. Try our 

British Smash Burgers Puck. 

Topped with fried British onions, 

good old fashioned burger cheese 

and served in a Wildfarmed Burger 

Bun, you’ve got a great way to 

reduce meat on the menu, while 

delivering higher perceived value 

and a delicious dinner! 

Ultimately, there is no silver bullet 

or magic wand to making the menu 

more sustainable. It’s important 

to look at dishes when you are 

planning, and our Foodprint 

carbon footprinting tool can help 

you to see the impact that they 

are likely to have. You can then 

begin to take simple steps that 

can open up exciting choices for 

consumers, as well as ensuring 

that sustainability is at the forefront 

of menu development. 

MENU ADVICE 

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DOING IT FOR THE KIDS 

The Oracle heads 

out for some family 

friendly fun 

Being child-friendly is not for 

everyone. Some businesses 

understandably prefer to offer an 

adult only space away from the 

kids. A place where adults can be 

adults – or act like children for a 

few hours. 

Others see it as a key way of 

introducing Gen Z and Gen Alpha 

into the world of hospitality. Get 

then when they’re young and you 

could have customers for life. 

It can also provide a lucrative 

income stream at quiet times of 

the week. 

Here’s some insights into what The 

Oracle went to experience over the 

summer holidays. 

TOCA Social, O2, London 

Kicking a ball about remains one of 

the enduring aspects of childhood. 

And now parents who may have 

grown up doing this on the street or 

in the park can enjoy a more high 

tech experience at TOCA’s sites in 

London and Birmingham. 

The Oracle headed to the O2 with 

two football mad boys aged 11 

and 14 to take part in a morning 

session of football fun. TOCA 

opened earlier in the holidays to 

attract families to the venue. 

For half an hour parent and children 

worked up a sweat (OK, the parent 

did) as they fired footballs at the 

screen to compete in games such 

as Striker, Atom Splitter, Eliminator 

and Zombie Attack. 

The quick-fire games test speed, 

accuracy and control and proved a 

hit with the boys. 

What they said 

Football fan, 11: “It was really great 

fun, I loved all the games and I 

wanted to play for longer. I want to 

come back and do it again.” 

Soccer obsessive, 14: “It was good 

but I’d also like different games that 

test your touch and your power 

too.” 

Monopoly Lifesized, 

Tottenham Court Road, 

London 

There’s nothing to create a family 

fallout like a game of Monopoly, 

so why not try it on a much bigger 

scale! 

Monopoly Lifesized won the 

inaugural Venue of the Year title 

at May’s Competitive Socialising 

Awards. With a high end bar, slick 

surroundings, on point actors and 

cleverly constructed game play it is 

easy to see why. 

In the 80-90 minute experience 

teams work together to plot their 

way around the streets of London 

taking on a variety of challenges 

and tests to win cash and build a 

lucrative property portfolio. 

FAMILY FRIENDLY 

The setting is spectacular and the 

game play testing. The Oracle’s 

team of three struggled with 

escape room challenges but 

picked up on the physical and 

sporty tests. Some of the games 

were ideal for families whereas 

others where tougher for those of 

all ages. 

Help is at hand along the way 

from the game guides who will 

give payers a nudge in the right 

direction – and help avoid any 

family fallout! 

It was a truly memorable 

experience and with a total of 

four boards to play one that can 

be enjoyed again. 

What they said: 

Little duck, 11: “It was fun and it 

looked amazing but some of the 

games were quite hard.” 

Cat, 14: “It was a good mixture of 

games because they were all a 

bit different. I’d like to try another 

room to see how it compares.” 

Sixes, Brighton 

Cricket at the beach can be enjoyed 

all year round at Sixes on the 

Sussex coast. 

Players can enjoy indoor at outdoor 

nets whatever the weather at the 

Brighton venue. 

Much like TOCA, you can enjoy 

this experience whether you are 

a hardcore fan of the sport or a 

complete beginner. 

The aim is to take it in turns to face 

the virtual reality bowler and try to 

score as many runs as you can. 

With five levels from village up to 

world class, everyone can have a 

hit. 

What they said: 

Slogger, 11: “This was really good 

fun once you get the hang of it. It’s 

great when you hit a six.” 

All-rounder, 14: “Sixes is good 

because I enjoy playing cricket 

and it is like facing a real bowler. It 

would be great if you could bowl as 

well as bat!” 

14 

15


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The Oracle caught-up with Alec Feakes, Co-Founder & Chief 

Executive of Boulebar UK and Competitive Socialising 2024 

Newcomer of The Year, to discuss their success 

Sitting outside on the picnic tables 

as groups of guests gather to 

socialise for drinks and a relaxing 

game of pétanque, it’s hard to 

believe that a few years ago the site 

of Boulebar Southbank used to be 

a Covid testing centre. 

It symbolises how far hospitality 

and this business has come since 

the dim days of social distancing. 

Now the first UK Boulebar, located 

near to London’s South Bank and 

Waterloo Station, is in the business 

of bringing people together. 

Alec explains that the aim of the 

venue is to create the calming 

ambient vibe of a park in a French 

city. 

He says: “Boulebar is the dream 

of that perfect evening in a park 

somewhere around Marseille’s 

narrow alleys. Where people are 

themselves, smile and gather 

around a glass of Pastis, a good 

meal and, above all, a game of 

pétanque.” 

The French-inspired business 

started life with more English 

garden party traditions. 

Alec, an analyst by trade, was 

fascinated by the rise of the 

experiential leisure sector and 

created his own pop-up in London 

based around croquet. 

This is when things took a turn. A 

magazine article about Mallets & 

Hoops found its way to Property 

Developer Richard Willing who, 

inspired by the idea, got in touch 

with Alec and subsequently joined 

forces. 

16 

17


The business opened under 

original name Jack & Boule 

in the summer of 2023 for a 

planned five month period. 

Such has been the success 

that it has remained open ever 

since. 

Want to be 

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Alec and Rich went out to the 

industry looking for support and 

across the table found Diageo’s 

Ollie Rudge. 

Alec adds: “Ollie immediately fell in 

love with the concept and, with his 

background in hospitality and his 

infectious energy, was the missing 

piece in the puzzle.” 

A combination of LinkedIn and 

luck brought the three together but 

Alec says the fact that they had 

no friendship prior to going into 

business has proved a strength and 

makes potentially difficult business 

conversations and decisions easier. 

They have since been joined by Elle 

Rankin who develops and delivers 

the marketing strategy, along with a 

team of 35 full- and part-time staff 

who ensure guests enjoy the best 

Boulebar has to offer. 

So why the move from croquet to 

pétanque? There were practical 

and operational reasons for this 

but ultimately the team believes 

pétanque has broader appeal and 

will roll out across the country 

more successfully. 

Alec continues: “Pétanque is 

easy to learn and one of the most 

inclusive competitive games in 

the world. All generations can 

come together from children to 

grandparents.” 

Great service, fabulous food 

and beautifully engineered 

cocktails have gained Boulebar 

countless fans and five star 

ratings. The versatility of the 

venue has allowed them to 

branch out to cater for private 

parties, corporates and even 

weddings. 

The change in name also started 

with LinkedIn. 

“LinkedIn has played an important 

part in our story,” says Alec. “Rich 

contacted me and I contacted 

Henrik, Founder & CEO of Boulebar 

group, via LinkedIn who happened 

to be in London the following 

week.” 

Boulebar, which started in 2000 

and has 12 venues in Sweden and 

Denmark, were keen to expand 

into the UK and the trio were 

keen for investment after starting 

on something of a shoestring 

budget. The stars aligned and the 

businesses joined forces. 

And the UK Boulebar business 

won’t stop at Waterloo. A second 

site is planned for East London in 

the autumn before more Boulebars 

open in the capital and beyond. 

“We think that Boulebar should 

be in every city in the world,” says 

Alec. 

Interestingly, for this sector the 

venue is low on visible tech, though 

it plays an important data function 

in the background. Instead the 

emphasis is placed on guests 

engaging not only with each other 

but with team members. 

In May, Boulebar won the inaugural 

Alec Feakes and his team 

have put Boulebar UK on 

the map and have ambitious 

plans to expand 

Newcomer of the Year Award at 

Competitive Socialising. 

It is a significant milestone on their 

journey. 

“Competitive Socialising as a 

sector is competitive with new 

concepts coming through all the 

time so to be mentioned among 

them was a privilege as we respect 

all our peers,” says Alec. 

“We attended Competitive 

Socialising last year before we 

opened and said wouldn’t it be 

amazing if we were up there next 

year in some capacity. And it 

means a lot, it was massive.” 

The brand is now established 

and as Gamechangers members, 

Boulebar are proud to be part of the 

burgeoning sector. 

“The benefits from suppliers, the 

passion, sharing best practice 

and networking opportunities that 

being a member has created have 

already started conversations that 

are valuable to the business but the 

major benefit to us is being part of 

the community.” 

For more information visit 

www.boulebar.co.uk 

18 

19


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GOING BIG IN JAPANZAUO 

The Oracle heads east for some unique hospitality experiences 

You can’t get fresher fish than 

catching your meal at your table. 

We were provided with bait and 

rods to fish in huge open tanks to 

catch our own dinner. 

It can be tricky at first but we 

eventually caught a red snapper. 

The atmosphere erupted with 

staff excitedly announcing our 

achievement to the restaurant with 

a loud banging of a drum. 

We continued to fish from the 

shellfish tanks before staff whisked 

our catches away with our requests 

for sashimi, breaded and deep fried 

cooking instructions. 

Maybe it was the triumph talking, 

but there was a definite elevation 

in taste experience. 

THE ORACLE ABOUT TOWN 

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When the opportunity to explore 

Japan’s hospitality industry 

arose, The Oracle embraced the 

chance, booking as many unique 

experiences as possible across 

Tokyo, Kyoto, and Osaka. Here’s 

what we found... 

It starts with a queue 

While waiting up to an hour for 

a seat at a restaurant would put 

off many UK customers, in Japan 

it is an expectation. The bigger 

the queue, the more enticing the 

option. 

Most venues run a sign-up sheet 

or a ticketing machine for guests 

to register. 

In a tech-obsessed society, Japan’s 

online reservation systems can feel 

surprisingly outdated. 

Some of the more sought-after 

venues offer online bookings, 

which open three months in 

advance. But you have to be quick, 

The Oracle attempted to book the 

Pokémon Café on four occasions, 

only to see seats sell out within 80 

seconds each time. 

The competition is fierce, but 

the culinary experiences are 

undoubtedly worth the effort. 

DIY Food 

Yakiniku-Like 

One of the simplest ways to add 

interactivity to a restaurant is to let 

patrons cook their own food. 

Fast-food chain, Yakiniku-Like 

features booths with embedded 

tablets, a box seat for storing 

belongings, a self-serve water tap, 

a drawer stuffed with fresh napkins 

and chopsticks, a range of sauces, 

and – most importantly – the fully 

open flame grill. 

The Oracle ordered a delectable 

platter of beef servings and a 

refillable rice bowl that are delivered 

to the table to be sizzled to your 

own preference. 

Kura Sushi 

This sushi restaurant turns tidying 

into a game. 

Once you’ve finished with a plate 

of sushi guests are encouraged to 

slide them into a conveyor next to 

the table. 

Plates earn points and prizes, in our 

case a mini nigiri Kura Sushi plate 

keyring! 

The surprises didn’t stop there. We 

expected the staff to return with 

the bill but instead the screens 

directed us to a payment kiosk 

near the entrance. 

20 

21


22 

We paid and left with zero 

interaction with staff. This system 

reflects the broader culture in 

Japan, where theft is uncommon. 

In cafes, people confidently 

reserve tables with valuables like 

MacBooks. 

Arcades 

In the UK, arcades are often an add 

on to an existing business but in 

Tokyo they’re standalones integral 

to social districts. 

Typically towering up to six stories 

high, arcades bustle with patrons 

seeking fun and prizes. 

Each floor offers a unique 

experience including the hugely 

popular claw grab machines, drum 

machines and traditional games. 

Another Japanese favourite is 

purikura photo booths. These 

spacious 4m x 4m areas invite 

groups to choose themes and 

strike poses, with screens guiding 

them through various shots. 

What sets them apart is the postphoto 

editing station, equipped 

with dual interactive pens for 

warping images, adjusting lighting, 

adding makeup, and more. It’s a 

social and creative experience 

where two people can interact 

simultaneously, culminating in a 

printed masterpiece to take home. 

DAWN Robot Café 

Robot restaurant DAWN addresses 

a poignant social issue through 

innovative technology. Japan 

has high rates of loneliness, 

which particularly affects those 

with disabilities who may be 

housebound. 

DAWN breaks down this barrier 

by providing them the opportunity 

to work in a social environment 

remotely. 

The restaurant’s robots are 

controlled by employees working 

from home. These operators 

manoeuvre robots equipped 

with cameras, speakers, and 

microphones to interact in realtime 

with patrons. 

Each robot operation is customised 

to accommodate the specific 

needs of its operator, with 

specialised tech teams diversifying 

the controls to accommodate 

a range of physical disabilities, 

including ALS. 

When our number was called, 

an Orihime—a white robot with a 

humanoid body and an almost 

alien-like head—wheeled over to 

escort us to our table. 

Our server Saechan explained that 

in Japanese society, employment 

holds significant importance, and 

unemployment can lead to feelings 

of shame. DAWN’s initiative bridges 

this gap, providing a unique, paid 

social experience for individuals 

unable to work or regularly interact 

with the outside world. 

Animal cafes 

It would be remiss not to mention 

Japan’s unique hospitality 

experiences without touching on 

the phenomenon of animal cafes, 

where guests can spend time 

with cats, dogs and more exotic 

creatures such as otters, owls and 

capybaras. 

The Oracle booked a session at 

a Shiba Inu dog café in Tokyo to 

spend time with 40 Shiba Inu dogs, 

some dressed in various outfits 

and onesies. 

As we left, we couldn’t resist 

visiting an otter cafe, signposted by 

a man outside advertising the cafe 

with an otter perched on his head. 

After some local insights and 

research, it became apparent that 

while animal cafes are popular, 

many are run by individuals who 

may not prioritise animal welfare. 

With fewer regulations compared 

to the UK, these cafes often 

subject animals to constant human 

interaction seemingly without 

adequate breaks. 

Overall, the hospitality experience 

in Japan felt like stepping 

into another world. While the 

fundamental elements remain 

familiar, their approach and 

reverence are entirely unique. In 

densely populated cities where 

competition for attention is fierce, 

establishments constantly elevate 

their offerings to stand out. 

Want to be showcased next? Get in 

touch today: 


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23


“Gamechangers is about 

collaboration for me, 

it’s a core network of 

great minds, knowledge, 

outstanding services, 

support and resources all 

dedicated to one industry 

and helping it grow.“ 

Katie Jenkins, 

Marketing & Partnerships Director at KAM 

Katie Jenkins is part of the 

KAM team that leads the 

way on industry insights and 

research. She tells The Oracle 

why she loves being part of this 

exciting sector. 

For those who are unaware, 

what is KAM and what does 

it do? 

We are a research and insights 

based consultancy and we are 

dedicated purely to the hospitality 

sector. We work across pubs, bars, 

casual dining and increasingly 

competitive socialising. Ultimately, 

we want to help the industry better 

understand their customers, be 

they current, potential, lapsed or 

future guests. 

It’s about knowledge of guests 

and how you can use that to 

supercharge your business. We 

also do a lot of trends reports, 

including Competitive Socialising, 

which is understanding broader 

trends in the market. All 

Gamechangers members get that 

report for free. 

What is your role in the 

business? 

I am the Marketing and 

Partnerships Director so I am 

responsible for making sure the 

KAM brand is known and respected 

in the industry. A huge part of that 

is sharing our insights widely and 

making sure that we as a business 

are challenging people’s thinking in 

the sector. 

What have been some of the 

most interesting trends you 

have seen in competitive 

socialising? 

What we have seen as a trend over 

the past five years, specifically 

with Gen Z customers, is a move 

away from alcohol-centred 

socialising to wanting something 

more from their nights out. This 

change in how we are socialising 

generally is helping fuel this real 

growth in experiential leisure. 

KAM research shows that in the 

last year just over 30% of UK 

adults have visited a dedicated 

competitive socialising venue and 

it is growing year on year. It is much 

higher with 18 to 26 year olds. With 

regards to the types of games, 

what has grown in popularity, 

admittedly from a smaller base, in 

the last couple of years are virtual 

immersive games and we expect 

that to continue. 

What areas can the sector 

improve on? 

A huge opportunity for growth is 

the food and drink offer. People are 

often going somewhere other than 

a competitive socialising venue to 

start their evening or end it. Lots of 

comp soc brands are revamping 

their food menus and going hard 

on cocktails, which is a huge step 

in the right direction to keep people 

in your venue for longer. 

Why is this a sector that KAM 

is excited to be involved 

with? 

It is one of the most exciting 

growth areas in hospitality 

because it is ticking all the trends 

of how people are behaving. From 

drinking differently, spending their 

money differently, to going out 

less frequently but each occasion 

being larger. Each night out has to 

be an outstanding experience and 

the good competitive socialising 

venues offer exactly that. It’s also a 

really fun industry and it’s great to 

be able to try the new concepts out 

for myself! 

How can KAM support 

Gamechangers members? 

We want to share our knowledge. 

It is a competitive environment so 

it is critical for brands to keep very 

close to customer trends over the 

next few years. 

Gamechangers members get 

the KAM annual Competitive 

Socialising report plus we have 

more free reports people can 

access online at our Knowledge 

Hub. We also help our clients 

deep dive into their own specific 

customers, we’ve recently 

completed projects for NQ64 and 

Junkyard Golf. 

Can you tell us about your 

role on the Gamechangers 

advisory board and why it is 

important to you? 

I was really proud to be asked 

and one of the things I love most 

is the diverse and talented mix of 

people on the board. This reflects 

the wider industry with people from 

different backgrounds bringing 

different areas of expertise to the 

table. Gamechangers is about 

collaboration for me, it’s a core 

network of great minds, knowledge, 

outstanding services, support and 

resources all dedicated to one 

industry and helping it grow. 

In need of sector reporting 

that fits your business needs? 

Gamechangers members benefit from a free 

competitive socialising customer deep dive session 

with KAM Insights. 

Join Today 

MEET THE BOARD MEMBER 

24 

25


IS THE GAME CHANGING - OR IS 

EVERYTHING STAYING THE SAME? 

It’s been a quiet summer, hasn’t it? No real changes of importance. 

Nothing much to write home about… 

It’s been a quiet summer, hasn’t 

it? No real changes of importance. 

Nothing much to write home 

about… 

On the contrary, it has been a 

summer of upheaval. In this article 

I’m going to look at, from a legal 

perspective, whether things are 

really changing, or whether it’s just 

business as usual. 

Unless you have been under a rock, 

you will have noticed that we have 

a new Government led by a new 

Prime Minister, Sir Keir Starmer. In 

terms of licensed venues however, 

we can expect much of the same. 

Without boring you with all legal 

whys and wherefores, the changing 

of the guard in Parliament and at 

Downing Street put paid to various 

items of legislation that were 

working their way through, in some 

cases quite slowly, the legislative 

process. For venues, that included 

important pieces of proposed 

legislation like the Terrorism 

(Protection of Premises) bill, more 

commonly known as Martyn’s 

Law. It also included the Licensing 

Hours Extensions Bill sponsored 

by Emma Lewell-Buck MP. In both 

cases, the new Government has 

committed to following through on 

the work started by Parliament last 

time around. Quite when we will get 

these things, however, is less clear. 

With one eye on the horizon, there 

were various consultations earlier 

in the year that could, depending 

on the outcomes and what the 

Luke Elford, Partner at John Gaunt & 

Partners Licensing Solictors 

Government chooses to do with 

them, be of interest to hospitality 

venues. One such consultation 

related to potential changes to the 

Licensing Act 2003 regarding the 

availability of alcohol in external 

areas covered by a pavement 

licence. 

The consultation proposed, 

effectively three options: 

To make permanent the 

regulatory easement introduced 

during Covid where a premises 

licence authorising on-sales 

of alcohol would automatically 

cover off-sales too. 

Amending the Licensing Act 

2003 to extend the definition of 

an on-sale of alcohol to cover 

consumption in a licensed 

pavement area. 

Changing the Licensing Act 

2003 to permit on-sales only 

premises licences the right to 

make off-sales to areas covered 

by a pavement licence. 

The consultation ended in mid-July 

so hopefully we will have the 

outcome and the Government’s 

response before the end of the 

year. 

Speaking of the end of the year, 

now is a good time to start 

considering how and when to use 

any Temporary Event Notices 

(TENs) that you might have left. 

There are plenty of opportunities 

between now and December 31st – 

Fresher’s Week, Halloween, Bonfire 

Night, and Christmas to name but 

a few. My advice is to submit TENs 

early and beat the rush. You will 

make no friends in the Licensing 

Department or Police Licensing 

and Environmental Health teams 

by sending things across at the 

last minute. A final word before I 

sign-off to warn that enforcement 

activity is on the up-and-up. 

Licensing visits and inspections 

seem to be becoming more 

frequent, as do noise complaints 

and associated enforcement. Now 

would be a good time, particularly 

if you have experienced staff 

turnover, to ensure that everyone 

on your teams knows what they are 

doing and more importantly what 

to do when you are visited. Like 

dating, first impressions during 

a licensing visit are crucial and 

appearing organised and aware of 

the process sets the right tone. If 

things do go wrong, remember that 

Gamechangers members have 

access to a variety of member 

benefits including a 24-hour legal 

helpline. 

Need help understanding how the latest legislation 

affects your business? 

Join Today 

Gamechangers members receive access to a 

free 24 hour legal & licensing helpline. Join today 

to save time, money and headaches! 


26 

27


DRINKING IS NOT WHAT IT USED TO BE 

But KAM’s latest report shows that the younger crowd still love 

an active night out 

The way Brits are consuming 

alcohol is changing – but this is 

not necessarily at the expense of 

a good night out. 

KAM’s new research report 

Low+No: Drinking Differently, 

produced with leading alcoholfree 

beer brand Lucky Saint, looks 

at evolving drinking habits, with 

the clearest indication yet that the 

UK is now a nation of moderators. 

Overall, Brits are drinking on fewer 

occasions and in lower volumes. 

Moderation of alcohol is now a 

year-round habit. Three out of four 

UK adults who drink alcohol, said 

they are actively moderating their 

consumption. Meanwhile, sales 

data from last year shows that as 

many Brits are moderating during 

the summer months as during the 

festive season and Dry January. 

(Circana BWS all outlets 52 weeks 

to w/c 26 August 2023). 

Moderation is becoming part of 

everyday life and is not solely 

tied to specific occasions or 

weekdays. Instead, the most 

regular occurrence of moderation 

is during the weekends. 

When do UK adults moderate 

alcohol intake? 

Weekends 31% 

Weekdays 27% 

Celebratory events 17% 

Dry January 10% 

Gen Z are still drinking 

There’s been a lot said about how 

Gen Z do not drink alcohol but any 

Saturday night in a competitive 

socialising venue will show 

that’s clearly not the whole truth. 

Younger consumers generally 

drink less often and in lower 

volumes compared with previous 

generations but it’s not stopping 

them going out. 

KAM research shows that more 

than one in five 18 to 24-year-olds 

claim to not drink alcohol at all, the 

highest of any age group. But we 

also found that 53% of that same 

demographic visits a pub or bar 

once a week or more. Despite a 

decline in alcohol consumption, 

this age group still has the highest 

visit frequency to hospitality 

venues. 

As a rule, Gen Z’s social occasions 

are less ‘booze-centred’ and 

more ‘activity-driven’, hence 

they massively over-index in 

competitive socialising venues in 

particular. 

Different moderation tactics 

are being embraced 

A decrease in alcohol 

consumption doesn’t mean a 

decrease in the demand for great 

experiences in pubs, bars and 

restaurants. People don’t want 

to miss out on all the occasions 

where alcohol is normally present: 

going to a bar with friends, 

celebrating a birthday, enjoying 

a beer while watching sport, for 

example. The future of socialising 

in the UK will certainly be less 

centred around alcohol. 

Historically seen as the reserve 

of designated drivers, we’re now 

seeing a significant number of 

people incorporating alcoholfree 

drinks into occasions when 

they are also drinking alcohol. 

A quarter of the UK population 

are moderating their alcohol 

consumption through the practice 

of ‘zebra striping’ – when an 

individual alternates between 

alcoholic and non-alcoholic drinks 

within a single visit. 

The report also shows the 

sway a non-drinker can have on 

where to go. 65% of UK adults 

say non-drinkers in their group 

influence the choice of venue, an 

increase from 46% in 2023. The 

figure in 2024 is higher among 

18–24-year-olds, at 85%. 

The importance of a decent 

alcohol-free range 

The research also indicates 

that a significant proportion of 

customers are not happy with the 

current alcohol-free or low-alcohol 

options available to them when 

they go out and many have left a 

venue because the choice was 

so poor. With the increasingly 

impressive, great-tasting and 

exciting low and no brands now 

available, there really is no excuse 

for venues! 

• The full ‘Low+No: Drinking 

Differently 2024’ report is 

available for £495 here. 

Gamechanger members can 

access at 50% off. 

Katie Jenkins, Marketing & 

Partnerships Director of KAM 

LATEST RESEARCH 

28 

29


O N L Y S P O R T C A N D O 

this 

RECOGNISING 

THE BRILLIANT 

STUFF YOU DO 

Visit tntsportsbusiness.co.uk 

As some of you may know my 

day job is Head of Comms for 

the BII– the leading membership 

organisation for professionals 

running fantastic pubs. 

Every year we run two major award 

platforms, one of which, the NITAs 

(National Innovation in Training 

Awards) has just launched for 

2024. 

After being a judge for the 

Competitive Socialising Awards 

earlier this year, I saw some 

fantastic entries from venues in the 

comp soc space doing great things 

with their teams – and would love 

to see more of you entering the 

NITAs as well this year. 

We have a range of categories, 

all in the training and people 

development space – open to 

any company (and some even for 

individuals) within the hospitality 

industry, from pubs to casual 

dining brands, suppliers and more. 

There are so many brilliant 

things about our industry – the 

collaboration between competitors, 

the care we give to our teams and 

customers, the development of 

our people from entry level roles 

all the way to the top. There are so 

many entrepreneurs, in all sectors, 

who have learned their craft from 

hospitality, and it is our mission to 

shout about the excellence in our 

amazing industry – which includes 

YOU! 

For me, the very best thing about 

pubs and the wider hospitality 

sector, is the opportunities for 

everyone that our venues create. 

Molly Davis, Head of 

Communications for BII 

We can train teams to do what 

needs to be done, but if you have 

the right attitude and, to quote 

Tracy Chau from Simmons Bars, 

pass the “vibe check”, then the sky 

is the limit. 

So…if you run a fantastic 

Apprenticeship Programme – we 

want to hear from you. If you have a 

brilliant training programme in your 

business that you are really proud 

of – we want to see it. If you have 

an online training platform that you 

have developed – show us! 

More info and the full list of 

categories are over on our website, 

but if you have any questions, 

please feel free to give me a shout 

on molly.davis@bii.org 

CLICK HERE TO 

ENTER THE 

AWARDS 

TODAY! 

30 

31


LIVE ENTERTAINMENT 

TRANSFORMS 

BUSINESS 

The Gamechangers supplier and operator members work 

together for huge business boost 

X 

Dwell time up 

100%! 

F&B Sales up by 

75%! 

Welcome to the future of 

event management. 

London’s Shuffle Club has 

transformed its business through 

live entertainment – with the 

support of GigRealm. 

GigRealm – which connects 

venues with live acts – has helped 

Shuffle Club streamline operations, 

increase revenue, and enhance the 

customer experience. Here’s how. 

Unlocking new opportunities: 

footfall and dwell time boost 

Shuffle Club has witnessed a 

remarkable increase in footfall 

and dwell time since integrating 

GigRealm. The buzz created by 

DJs and live performers attracts 

new customers passing by, while 

existing customers extend their 

stay by up to one and half hours. 

This increase in 

dwell time on 

weekends translates 

to a staggering 75 

per cent boost in 

F&B sales. 

Why customers keep coming 

back: a unique experience 

In an age where experiences 

matter more than ever, Shuffle 

Club, with the help of GigRealm, 

offers something extraordinary 

that customers can’t replicate at 

home. The ability to effortlessly 

book top-tier entertainment of all 

varieties, provides customers with 

compelling reasons to visit and 

spend more. Attracting different 

types of customers and catering to 

changing demands in the market. 

Marketing and promotion 

like never before 

GigRealm empowers Shuffle 

Club with insights and marketing 

tools. Knowing who is booked, 

their social media reach, and their 

follower base allows for targeted 

promotions that drive footfall 

and maximise revenue. Through 

GigRealm’s partner network, 

Shuffle Club has even been able 

to automatically promote events 

direct to new customers online. 

Simplified admin: a seamless 

experience 

Gone are the days of tedious email 

exchanges, chasing invoices, 

and unpredictable bookings. 

GigRealm streamlines the entire 

administrative process, from 

booking to payments. With 

automated invoices and online 

payments, Shuffle Club’s admin 

workload has been cut in half. 

Communication history, invoicing, 

receipts, and payment tracking 

are all effortlessly managed in 

one place. This efficiency saves 

valuable time and ensures reliable, 

high-quality performances. 

revolutionise your 

event management 

Gain access to GigRealm’s exclusive offer 

for Gamechangers members- one month 

free across all of your venues! 

Join Today 

“GigRealm has 

changed my life and 

made everything 

much easier.“ 

“It streamlined our booking 

process, improved communication 

with performers, and saved us 

valuable time and effort,” says 

Miguel Franco, Shuffle Club 

Operations Director. 

Experience the GigRealm 

difference and watch your venue 

thrive like never before. Join Shuffle 

Club and countless others who 

have transformed their operations 

and maximised their profits with 

GigRealm. 

For more information contact 

sales@gigrealm.com and take the 

first step towards revolutionising 

your event management. 

DIGITAL SOLUTIONS 

32 

33


GRAND OPENINGS AND MORE 

FROM ACROSS THE COUNTRY 

We look at the movers and shakers in our ever evolving sector 

Rileys Sports Bars celebrated its first new opening in 18 years with the launch of site 

number 14 in Cardiff this summer. Staff from all sites were invited to the launch and 

to hear from Rileys Chief Executive Officer Craig Mayes. 

To mark the occasion, 30 Rileys team members who won awards at the company’s 

Summer Celebration were rewarded with an all-expenses paid trip to Benidorm. 

NEW 

WHAT’S NEW 

Flight Club continues to soar and has opened its latest mega venue in Liverpool One. 

The business is also looking to recruit staff to join their teams in the USA. Could a 

career overseas be the next step for you? 

Clays are shooting for the stars with a brand-new venue in Birmingham to open its 

doors in late 2024. With a grand opening just in time for the Christmas season, Clays 

will be ready to welcome both new and familiar faces. 

NQ64 marked a new venue opening in Leeds with a ‘beat the bartender on Guitar 

Hero comp’. That was music to the ears of the winner of the £100 bar tab. 

Laser Quest GB Limited is set for a busy few months with eight new openings 

already scheduled before the end of the year. Watford, Hatfield, Coventry, Greenwich, 

Colchester and Aintree will open in the UK along with sites in Copenhagen and 

Stockholm. 

O’Neills Southampton has installed its first ever interactive, accessible darts board. 

It was unveiled in time for the Paralympics by world number one para-darts player, 

Vincent D’Hondt. The Arrowsmiths board has step free access to the oche and a 

board at wheelchair height and another at standing height so all guests can play 

together. 

The Oracle attended the VIP launch event of the latest Mulligans venue in Hemel 

Hempstead. Designed by industry leading agency, Shed, Mulligans Hemel boasts a 

thrilling 18-hole crazy golf course. 

The layout is inspired by iconic games and toys including Monopoly, Lego and Hot 

Wheels. Others are themed around superheroes, space movies and toy shops. 

Customers can also enjoy electro-darts, VR, pool and more than 50 retro and modern 

arcade games. Deck-shuffle and ping pong are also on the way. 

Want to be featured in the next issue? Get in touch today oracle@gamechangers.org.uk 

34 

35


INCREASE 

REVENUE. 

IMPROVE 

CUSTOMER 

LOYALTY. 

DIFFERENTIATE 

YOURSELF. 

Join Gamechangers TODAY!

The Oracle: Issue #6

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