FEATURE: Game on for savvy operators

As younger age groups inevitably take on the prime role as pubs and bars’ customers, a draw must be offered for their custom and spending ability, and more operators are realising an experience is an important factor in garnering trade towards pubs and bars.

To prove the need for such an offer, there’s a new category in this year’s Publican Awards and that is Best Experiential Operator, which is sponsored by Sky Business.

The Morning Advertiser has taken a look at statistical insight along with what a few of the best operators have on offer currently at their sites.

Sky Business director of hospitality James Tweddle explains: “The best pubs today are those that make people feel part of something.

“Whether it’s the buzz of live sport, the fun of a quiz night or the atmosphere created by great music and shared experiences, customers are choosing venues that offer more than just a place to drink – they’re choosing places that bring people together. And by consistently delivering those moments, pubs can inspire repeat visits and long-term loyalty.

“But none of this works without robust, reliable connectivity. It’s the unseen enabler: the foundation that keeps screens streaming, payments flowing, and digital engagement seamless. Strong connectivity allows pub operators to innovate with confidence, and deliver the kind of memorable experiences today’s guests expect.”

Gen Z, which comprises those born between 1997 and 2012, will become the biggest spenders in the on-trade in the future and what they like about pubs is the way they are able to emphasise their different approach versus other generations, according to NIQ’s (which was formerly CGA by NIQ) Go Technology report in December 2025.

The insight expert states: “This generation is much more likely than others to like fun, lively and exciting pubs while older people seem more willing to accept venues that are rough around the edges.

“Gen Z also over-indexes for things like music and diverse events, and they are particularly concerned about safety – highlighting the need for all pubs to ensure security and inclusivity for all guests.”

NEOS Hospitality, which operates brands Barbara’s Bier Haus, Bonnie Rogues and Circuit, has its finger on the pulse when it comes to experiential offers and is a finalist in two Publican Awards categories this year.

A spokesperson for NEOS states: “Gen Z has grown up with far more choice than any generation before them, so they’re a lot more selective. They don’t really want to walk into a pub that feels like it could be anywhere. They want energy, personality and a reason to be there beyond just having a drink.

“What we’ve found is they’re drawn to venues where something is happening. We offer lots of entertainment throughout the week from brunch to late, including live music, bottomless brunches, DJs, sports, themed events, staff bringing the energy etc. as well as things like our Ski Pass, offering discounts and deals throughout the week.

“We also offer plenty of alcohol-free options for those who want to come out and enjoy the bar atmosphere without drinking alcohol. Alcohol is still part of the mix, of course, but it’s not the only focus now. It’s about the experience around it, feeling safe, having fun with friends and leaving with a story to tell.”

Arc Inspirations, which opened BOX Piccadilly last year and the brand is a finalist in this year’s Publican Awards, commissioned insight work with Egg Shoulders to understand Gen Z more. It found the generation is drinking less alcohol overall, which is driven by rising costs of drinking out, the fact many missed out on those formative social years due to the pandemic and a focus on physical and mental wellbeing so they are looking for experiences that don’t centre around drinking.

A spokesperson for Arc Inspirations says: “If Gen Z want quality food and drink, they can access it easily and cheaply at home through delivery apps. They also stay constantly connected with friends digitally, which means that when they do choose to go out, the experience has to offer something they can’t recreate online or in their living rooms.

“At BOX, we make watching sport a genuinely immersive event. Being surrounded by other sports fans and celebrating together is much more enjoyable than sitting at home and watching alone.”

The brand transforms its venues into fan zones – working with the likes of partners and tournament sponsors such as the NFL for American football and Guinness for the Six Nations rugby.”

Professionals at Play, whose brands include Roxy Leisure, Roxy Ball Room, King Pins and Star Pins, explains Gen Z is far more experience-led than previous generations and younger audiences are seeking more immersive and interactive social spaces.

A spokesperson for Professionals at Play, which is represented in multiple categories in this year Publican Awards, says: “Our venues are game-first, not drink-first. Alcohol is part of the experience, but it isn’t the reason people come. With competitive social gaming, tech-enhanced darts, shuffleboard, bowling and our signature crazy pool, guests have something to actively engage with. That naturally supports moderation, because the focus is on playing and socialising rather than simply consuming.

“We also offer strong low and no-alcohol ranges and promote mindful moments like Dry January. For Gen Z, it’s about balance, energy and value in the overall experience.”

Competitive socialising in growth

NIQ says experience-led and competitive socialising venues have been key to the on-trade and are driving significant growth among up-and-coming operators.

The data expert has previously highlighted survey respondents expect ‘experience-led concepts’ and ‘competitive socialising’ to thrive more so than other concepts in the future – with 70% and 57% of people citing these two categories as high-risers respectively – the figures represent uplifts of seven percentage points (pp) and 16pp from previous studies.

The nearest after these two concepts were street food/pop-ups at 49% and food market halls at 45%.

“We’re very clear that each [of our] brands has a role to play and we are careful to ensure we are placing the right brands in the right locations for our target audiences,” NEOS says and adds Bonnie Rogues is its modern take on the British pub. “It’s for people who love pubs but want more energy, more entertainment and more personality. It works across the day and into the night, which is really important for us.”

Meanwhile Barbara’s Bier Haus is “all about the apres ski energy”. “It attracts a slightly younger crowd on average, but really it’s for anyone who wants a fun, social night out. The theme, the music, the service style is all designed to get people involved.”

And Circuit sits more in the late-night space and offers an immersive, fun experience for Gen Z who enjoy a club with more than just a dancefloor.

Professionals at Play states Roxy’s core audience is typically 25 to 35-year-olds, adding its venues are high-energy, nostalgia-driven and work well for birthdays, after-work socials, dates and corporate events. They have a rock-and-indie tone, immersive designs and broad game that offers an adult-focused competitive socialising environment.

Meanwhile, King Pins and Star Pins “attracts modern families and mixed-age groups looking for a premium bowling experience with a wider range of games. Located primarily in major retail destinations, it blends state-of-the-art lanes, arcade-style gaming and strong food and drink in a family-friendly setting”.

The spokesperson adds both brands are united by the same operational backbone and service training, ensuring consistency but they are tailored in tone, design and programming to meet the needs of their core audiences.

No age limits

While Gen Z may be the initial target, no age groups are ignored by the savviest of experiential pub and bar companies.

According to NEOS, Gen Z want value but that doesn’t mean just cheap drinks and want to feel like their time and money were well spent.

“They care a lot about atmosphere, inclusivity and consistency. If they have a good time once, they expect it to be just as good next time. Most importantly, they want places that feel welcoming and fun, and as previous, somewhere they can leave with memories/a story.

“We don’t try to exclude anyone, and that’s key. Millennials and Gen X still want fun, they just might enjoy it at a different pace or time of day.

“Bonnie Rogues is probably the best example of that balance. You might come in for food and a couple of drinks in the afternoon, and suddenly you’re staying because a band starts and the atmosphere lifts. Barbara’s works brilliantly for big group occasions like birthdays, work nights out, reunions, where people just want to let go and enjoy themselves.

“The brands are flexible enough to evolve throughout the day, which naturally brings different age groups in without forcing it.”

BOX does not leave out the older categories either. Its spokesperson explains: “Our core customer base is men aged 25 to 45, and we tailor our offer to meet the needs of both the younger and older ends of that spectrum. Our food and drink menu is designed to suit their individual tastes, and we make sure they have a great view of our screens wherever they sit.”

More so, BOX says while it offers a range of competitive socialising options, its older customers are more likely to just want a great place to watch live sport.

The Martin Wolstencroft-led business says its Gen Z custom base is looking for great value and are looking for reasons to go out that don’t strictly focus on having a drink such as shuffleboard, darts and karaoke.

“It’s about whether the full experience feels worth the money,” says the spokesperson for Professionals at Play. “That includes seamless booking, well-designed venues, good service and quality food and drink.

“Reliability is also key. Gen Z expects smooth tech, clear pricing and consistency. That’s why we’ve invested in digital booking journeys, self check-in kiosks and user experience upgrades across our website and app.

“Inclusivity and authenticity matter too. They want spaces that feel welcoming, where whether you’re drinking alcohol, choosing low & no, or just there for the games, you feel equally part of the experience.”

F&B complements gameplay

Naturally, food and drinks are key to such operators.

The operator of the Roxy brands, King Pins and Star Pins says its menus are designed to complement gameplay rather than interrupt it.

“The food is sharing-led, pizzas, wings, loaded fries, hot dogs, dishes that are easy to enjoy between rounds,” the spokesperson explains. “That mirrors the social dynamic of our venues. Guests are competing or playing in teams, and the food becomes part of that shared moment rather than a separate, formal occasion.”

Drinks are equally considered. At Roxy, the cocktail menu reflects the brand’s rock-and-indie personality, alongside draught, spirits and low & no options. At King Pins, the range spans soft drinks, slushies, cocktails and family-friendly treats.

BOX offers craft beers and cocktails, and has launched its first collab beer with Salt Brewery while rolling out Athletic alcohol-free beer on draught across its sites.

“Our food offer is designed to elevate the overall experience in our venues,” BOX’s spokesperson adds. “We pride ourselves on delivering a significantly higher standard than the typical sports-bar menu, focusing on classic, crowd-pleasing dishes, which are executed well such as pizzas and burgers.

“Our pizzas are cooked in a traditional pizza oven and are ready in just 90 seconds, and our smash burgers are developed to match the best specifications in the market.”

NEOS states: “Food and drink have to support the experience, not distract from it. We keep menus accessible and social - things that are easy to enjoy in a lively environment.

“At Barbara’s, the oversized serves, beer towers and ski shots are part of the theatre, as well as the food aligning with a typical après ski lodge – hot dogs, pizzas, all shareable and social. At Bonnie Rogues, the food is familiar yet varied, and designed to work whether you’re settling in for the afternoon or staying for a big night. Everything is designed with the guest journey in mind.”

If experiential works right now, will it continue to do so in the future?

“Definitely,” responds NEOS. “If you build venues around connection, fun and great service, they naturally evolve with your audience.

“As Gen Z gets older, they might come earlier, stay a bit longer over food, or drink differently but they’ll still want places that feel social and welcoming. Bonnie Rogues in particular is built to grow and evolve with peoples changing habits. At the same time, we’re always keeping an eye on what’s next. Hospitality never stands still, and neither can we.”

Professionals at Play has a similar attitude. Its spokesperson states: “As Gen Z moves through different life stages, their occasions change. They might shift from student nights out to corporate socials, birthdays or eventually family visits. Our multi-brand model allows us to stay relevant across those stages.”

The business continues to evolve its offer, investing in capex upgrades, introducing tech-driven games, refreshing interiors and updating food and drink seasonally to ensures the experience never feels static.

The BOX spokesperson adds: “We know staying relevant to Gen Z means continually evolving, which is why we regularly assess our market audiences and carry out annual brand reviews to keep on top of current trends.

“The ‘play’ element of our brand ethos sits at the heart of the brand and gives us the chance to innovate and refresh. Eight years ago, we introduced shuffleboard into our venues, and more recently, electric darts, and we’re already exploring what the next wave of experiences could look like.”