Vol. XXV, No. 8, July 2025 (2)
The rise of social gaming
In recent years, a clear trend has emerged in the out-of-home social landscape, social gaming (inappropriately called competitive socializing by many in the industry, although it is not about competition, which is not social). Social gaming venues combine approachable games that require a low skill level, such as duckpin bowling, axe throwing, and darts, combined with food and beverages to create a highly social experience.
The post-lockdown desire for out-of-home social interaction has been a significant driver in the growth of social gaming venues.
Another significant factor driving the appeal of social gaming is younger generations, especially Gen Z and younger Millennials, who are seeking entertainment that's not centered around drinking. Nightclubs and bars have lost favor with younger adults. A 2025 report by Mintel found that Gen Z is dissatisfied with just meeting at a bar; they are drawn to venues that offer fun and socialization. Jennie Bryans, Travel & Leisure Research Analyst for Mintel Reports UK, said, "As more Gen Zs come of age, their preference for sober-curious living is altering how consumers socialize."
A Gallup survey found that the share of adults under the age of 35 who say they have ever drunk alcohol dropped 10 percentage points over two decades, from 72% in 2001-2003 to 62% in 2021-2023.
The National Survey on Drug Use and Health found that the percentages of young adults ages 18 to 25 who reported drinking alcohol in the past month dropped 15% from 58% in 2015 to 49% in 2023.
A World Finance report shows that Gen Z drinks on average 20% less than Millennials, who also drink less than older generations.
A 2024 NCSolutions survey found that nearly two-thirds of Gen Z (65%) plan to drink less in 2025, with 39% committing to adopting a completely dry lifestyle.
Alcohol tends to be a social lubricant. Social games in social gaming venue settings are becoming a social facilitator to make up for the loss of alcohol's social lubricant.
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