Entertainment Social Arena #22 – The Growing Social Explosion

AI Constructed Brief

This report highlights key trends in the evolving multi-activity entertainment landscape, emphasizing significant investments in “Mixed Use Leisure Entertainment” (MULE) venues designed to boost dwell time and repeat visits through diverse attractions like electric go-karts, immersive gaming, and social experiences. Major players such as Gravity Active Entertainment, Hollywood Bowl, and Little Lion Entertainment are expanding their offerings with celebrity partnerships, immersive IP, and innovative food concepts like Japanese food halls. The social entertainment sector is also integrating celebrity-branded food and beverage experiences, exemplified by Shaquille O’Neal’s Big Chicken and Danny Trejo’s Trejo’s Tacos, aiming to enhance customer engagement. Meanwhile, new entrants like Five Iron Golf and Round1 USA are focusing on premium golf simulators and food halls, signaling a strategic shift toward multi-layered leisure ecosystems for leading investors.

Full ESA Report

This latest coverage charts the developments in the new multi-activity landscape and how brands are adapting. This also includes reporting on how some social entertainment chains are pinning their hopes on celebrity brands to generate revenue, as some face declining sales.

Changing Mixed Entertainment Landscape

Charting the investment that is being made into developing a wider scope of entertainment mix within the venue space. What the Stinger Report has come to label “Mixed Use Leisure Entertainment” (MULE) – other “Multi-Activity”. This wide spectrum entertainment offering hopes to increase dwell time and spend of the audience and offer a repeat visitation option. Much of what we discussed in the previous reporting on the history of indoor amusement theme parks (ATP) back in the 1990’s, now reimagined.

One of the best examples of the new phase of MULE or multi-activity entertainment venue was seen with the launch of ‘Gravity MAX’, first with the 80,000-sq.,ft., venue opening in 2020 in Wandsworth. The site established the first all-electric, multi-level go kart track in the UK, linked to an entertainment mix of bowling, mini-golf, eSports and amusement. The site also now includes an Immersive Gamebox projection mapped player attraction. The company would go on to open three more sites (Stratford, Liverpool and Castleford) and then currently pause.

Recently we have seen Gravity Active Entertainment revisit their estate, adding brand new attractions to their mix. One of these new elements is called ‘Putt Pod’, a projection mapped putting green offering a digital mini-golf experience. A playing space for those groups of guests to hire, who do not want to walk the original 10-hole ‘Urban Street Golf’ course. This new digital mini-golf experience is based on the Social Rivals concept (‘Interactive Mini Golf’) that we reported on in our EAG’26 coverage and has recently been installed in seven ‘Lane7’ venues including Manchester. The new version created in partnership with Gravity Active Entertainment, rebranded and saw a test installation at the ‘Gravity MAX’ at Stratford City, outside London, before being rolled out across the other sites.

The operation started to update their estates offering with the new installation of ‘Singpods’ karaoke, and along with this and the ‘Putt Pods’ development, they have undated their Shuffleboard offering, launching ‘Shuffleverse’ – a gamified version of the game with digital screen. Reskinning the Game Volt, ‘Shupercharted Shuffle system to meet their needs. It is hoped that the entertainment offering can continue to evolve within the ‘Gravity MAX’ concept, especially increasing this kind of social entertainment (hospitality driven) package. Six years in, the company belatedly revisiting the constant internation needs of this kind of project. The mixed-activity concept had been seen as a new chapter for Gravity Active Entertainment, away from their trampoline business. Taking an incredible gamble on being the first to field in the UK electric karting. But having seemed the roll out slow has left the door open for others to look towards filling the void.

It was announced that Hollywood Bowl Group have launched a new multi-entertainment venue concept. Under the ‘Hollywood Bowl XL’ brand the first venue opened in Cardiff, Wales, UK during July. The 45,000-sq.,ft., facility comprises a standard 20-lane bowling, and large amusement presence, but also includes a dedicated e-karting indoor track. A massive departure from the form factor of previous Hollywood Bowl venues and marking a serious entry into the multi-attraction market. A first in what the group hope will be a new chain of sites. Building on what has been seen in the US with the ‘Andretti Indoor Karting’ chain, or other combined karting, amusement and F&B operations.

Since the rise in popularity and convenience of e-Karting systems, the UK had started to see investment in superseding the once popular outdoor karting for the more convenient indoor alternative. Many watchers charting how ‘Gravity MAX’ would be received, and momentum on new opening seemed to dip. But now enough time has passed, and new entrants are willing to fight for the throne. Along with the new Hollywood Bowl concept, we have seen Little Lion Entertainment ready their projection mapped venue concept, with a new 15,000-sq.,ft., flagship site, called ‘Arcade Arena London’ opening in the city in September this year. The concept sees multiple spatial augmented arena (SAR) experiences in a single site, with ‘PAC-MAN Live Experience’, ‘Chaos Karts’ and the world premiere of their ‘Alien Invasion’ supported by a bar and amusement. Little Lion acquired in 2024 The Ents Inc., the creators of the original ‘Games Arena’ and ‘Chaos Karts’ augmented reality experience, toward growing the organization into a leading immersive attractions company.

The inclusion of strong IP along with immersive technology was seen initially with Little Lion Entertainment partnering with Bandai Namco Entertainment on the ‘PAC-MAN Live Experience’. And just as we go to the wire with this report it has been revealed that the company has signed a strategic partnership with SEGA Corporation towards the development based on their unique blue-hair mascot. The teaser dropped recently and it is expected that before the opening of the new flagship venue that more details of the SEGA patronship will be unveiled. For the sake of clarity this is a partnership with the Japanese SEGA Sammy corporation, and not the franchise SEGA Amusement International operation. But returning to the SAR karting experiences and other European developer / franchise such as Battle Kart and their immersive karting entry will be playing their part in the industry.

Another new entrant into the mixed-activity offering, sees the redevelopment of an existing brand towards offering a wider experience. The Trafford Center mall in Manchester has been home to the ‘Namco Funscape’ entertainment venue since 1998. One of the remaining entertainment venues operated by Bandai Namco Amusement Europe (BNAE) through their Funscape chain. Recent redevelopment of the space has seen work on a massive expansion of the popular space, including rumors of a new e-Karting component. Is this another runner in the multi-amusement vein – we will report more on this soon.

Celebrity Injection in Social

The dip in same-site-sales charted in the “Eatertainment” social entertainment sphere, has resulted in restructuring of prominent chains, along with re-evaluation of the mix of entertainment and hospitality. This evaluation has also seen the consideration of injecting a taste of celebrity into the food offering of these sites.  The inclusion of branded “Quick Service Restaurant” (QSR) to operations seen as a way to secure customer retention.

One of the first social entertainment chains to be seen to look towards star power brand partnering was the announcement recently. ‘Big Chicken’ – the fast-casual food chain founded by NBA celebrity Shaquille O’Neal has signed a partnership with Elev8 Fun – the indoor adventure park chain. It was revealed that the fast-food chain, already with 40 locations, would be opening a special venue inside the new Doral, Florida Elv8 Fun location. Based on reaction, this would then be rolled out across their planned five sites (two of which are about to open this year). This is a major development away from a home-grown food solution by the entertainment chain, a move to embrace food brand inclusion in their operational model, with all the opportunities and issues this can bring.

The next celebrity brand was the reporting that Gravity Active Entertainment in the UK has signed a partnership with ‘SIDES’ – a fast-food chicken chain concept created by a group of Youtuber’s, called the “Sidemen”, they have a 22m following on YouTube. In this partnership a franchise was opened within the food hall of the ‘Gravity MAX’ location in Liverpool, UK. The 100,000-sq.,ft., venue sees a claimed 700,000 visitors per year and represents the multi-activity model seen across their two other sites. At time of reporting, the ‘SIDES’ venue has seen a VIP opening with celebrities and attendant fans of the Youtuber’s. The chain hoping to open 15 more fried chicken stores, before the end of the year.

This development at the Liverpool site came soon after a period partnership in 2023 to open a Wendy’s American franchise fast-food store within the entertainment space. Alongside the venue’s food hall and ‘Gravity Social’ bars, but the installation seemed to go unnoticed by many of the venue’s patrons. The site closed and has now been replaced by ‘SIDES’. This may have encouraged the management’s hand to address their own plans to increase their brand recognition factor, so partnering with Youtube celebrities. This increased publicity, possibly charting a move to address the previously mentioned slow roll out of the operation.

Another of the competitive socializing chains that has seen changing conditions is Puttshack, which has reported a continuing decline in its turnover from £22.4m to £18.9m, across the 24 sites. This marks a massive reversal from the heady days of 2022 with £55m reporting. The company has instigated a major review of its entertainment and hospitality offering. It would announce that they had entered a strategic partnering with boutique consultancy firm Insight Hospitality, towards overseeing day-to-day operations, and appointing the firm’s executive to head up Food & Beverage. A considerable move away from the internal executive resource at Puttshack, towards hiring outside support.

And the first announcement of this support was that Puttshack would be following the other chains mentioned and partnering with a celebrity food brand to take a residency at the competitive socializing venue.  It was announced that ‘Trejo’s Tacos’ – the Cal-Mex food and cocktails chain founded by movie celebrity Danny Trejo, had agreed a partnership with Puttshack to open a pop-up dining experience for 10-weeks at their City of London venue. At the end of this residency, it is expected this test will see a wider roll out of this operation across the other sites. It will be interesting to see what the reaction from guests to the social entertainment site will make of this inclusion – and how much of this is being done as a high-level publicity vehicle to garner attention.

Entertainment golf chain ‘Birdie ParTee’ has incorporated the ‘Crave Social Eatery’ into their indoor min-golf experience. The fast-casual American restaurant chain has been added to support the “play-all-day” entertainment vibe hoped to be achieved. This also hoping to support a sophisticated cocktail and bar aesthetic to this social entertainment venue employing smart phone app ordering. The first ‘Birdie ParTee’ to include the casual dining chain, is their 36,000-sq.,ft., inaugural Old Bridge, New Jersey location. Both this and the ‘Cave Social’, and adjacent ‘Picke Pad’ brands are owned by Indoor Active Brands, who also are behind the ‘Altitude’ family entertainment chain. Further ‘Birdie ParTee’ venues are currently under construction – and will include the restaurant chain, a unique example of a entertainment operator creating their own food chain.

The development of a dedicated food hall offering has also been taken up by EVO Entertainment. Plans were laid that the new Forney, Texas site scheduled for a 2026 fall opening would incorporate a new element. Under construction the 82,000-sq.,ft., facility comprising cinetainment and amusement attractions, and will be the first to also include a dedicated full-service dinning component (‘Scratch Kitchen’), in support of the boutique cinema and gaming space. A dedicated area that looks also to be able to accommodate “guest” brands in support. More details on how this will work, is going to have to wait till the sites opening.

The inclusion of a dedicated food hall option has become a growing trend with the new style of multi-activity venues, and up market FEC’s. One of the new developments was seen from Round1 USA, who have started the roll out of their ‘YUU Japanese Food Hall’ concept for their entertainment chain. A brand new food experience, offering 12 Japanese cuisine options for patrons. The second venue to incorporate this being the new ‘Round1 USA’ Escondido, California, with a second So-Cal site to follow. A major departure for the chain offering award winning lunch and dinner options – along with food deliveries. Round1 USA has also been incorporating celebrities into their conventional entertainment facility business. Recently announcing that Japanese pop duo, ‘Yoasobi’ will be involved with a store wide promotion. This will include specialized crane merchandising and fan-based events at selected Round1 USA venues in the States.

All this will be followed by the launch of their new brand ‘Round 1 Delicious’. The concept has no actual entertainment component but offers a recreation of a Japanese food hall with multiple regional providers. This is a considerable departure from the Round1 entertainment background and is seen as a diversity by the Japanese parent into the Western market. However, the planned 2025 opening date for this first ‘Delicious’ store in Los Angelese, California has gone quiet, with rumored of delays in property development – how much this builds on the ‘YUU Japanese Food Hall’ roll out is not known. As seen by Bandai Namco Experience, or SEGA Japan, the promotion of Japanese culture and IP is proving a strong business model, and Round1 hopes that the cuisine of the region will be eagerly appreciated.

New entrants to the London Crucible – Part 4

Not a stone’s throw from the location of the flagship ‘Poolhouse’ concept, and we welcome another competitive socializing chain looking to use the Liverpool Street, London area as a testing ground for their entry into the market. This time it is American chain ‘Five Iron Golf’ – the golf simulation lounge that has already established an over 40 facility chain in North American and the rest in other countries such as Saudi.

The ‘Five Iron Golf’ operation has received back in 2021 a minority investment by Callaway Golf Company of some $30m, and a $20m investment from Enlightened Hospitality Investments made in 2024, along with investments from private equity firm North Castle Partners. With this investment the chain has been driving hard towards redefining the brand. Along with creating a new hybrid version of the chain which includes more social entertainment elements.

However, this London flagship follows the more established golf lounge and hospitality model. The Five Iron Golf London site offers a well laid out golf simulator suite arrangement supported by a bar and spacious drinking area in the heart of the city. The site comprises eight of these sim-bays powered by the TrackMan club tracking platform, with the software offering over 200 virtual golf course recreations to play on. The venue offering special membership deals, with plans to hold dedicated tournaments and leagues. Though a clear focus on private hire and corporate events at the site also fits the model created.

The prominent London placement coincides with the beginning of a £20m investment to expand the chain into the UK region. With 10 cites in various stages of negotiation by Five Iron Golf UK, the operations UK franchise acquired by its current CEO who is leading the charge into the region. This operation seeing a small group of investors, led by Third Seven Capital, brought onto the board to raise the capital and drive the vehicle of this UK expansion plans.

The executive team with an embryonic background in the social entertainment, more experienced in the financial trading sector, points to the reason for the creation of this new Five Iron Golf UK represents a more cookie cutter version of the golf-sim lounge property. Rather than emulating the migration by Five Iron’s US group towards adding secondary entertainment. This move may have long term complications for the operation as they see heated competition from the local areas growing social entertainment spread.

Thematization / Design – 7/10
Entertainment / Socializing – 7/10
Quality of Hospitality – 7/10
Value for Money – 7/10
Overall Appeal – 7/10

The Five Iron’s team unsurprisingly did not go for the inclusion of the new model amusement and duckpin bowling version of the venue for their first UK opening. The need is primarily to establish the chain, especially in a target rich locality, with competitive golf sim lounge chains such as Pitch, Grip Golf and Urban Golf. Urban Golf having already revealed plans to open a brand new venue close to the operation, as this aspect of the market heats up. Expect more reporting from the London scene.