Entertainment, Attractions & Gaming Expo Europe (EAG), the premier event for the international entertainment, attractions, and gaming industries, has interviewed competitive socialising expert Steve Wools ahead of his keynote address at Social Immersive Entertainment (SIE) Expo, part of January's EAG Expo.
The co-founder of Ballers Clubhouse, which blends sport, nightlife, and high-end hospitality, explains why operators should visit to see market trends and how consumers seek experiences mixing play, atmosphere, and hospitality.
"At SIE, I’ll be focusing on how competitive socialising has evolved from a trend into an anchor category in hospitality, and why markets like Australia are proving perfect testbeds for bold innovation," says Wools.
"My key message is simple: we’re no longer in the business of F&B, we’re in the business of connection, gameplay and innovation beyond a drink.
"I’ll be diving into what that means for the guest experience, why design and technology now have equal weight to food and beverage, and how operators can future-proof their venues by thinking like both entertainment brands and hospitality brands simultaneously.
"The talk is meant to be actionable, not abstract - what’s working, what’s not, and what’s coming next and also where Ballers Clubhouse is going as my primary example of a brand in market."
See also: Spotlight on SIE: How SingPods boosted business at EAG Expo
The state of the industry
Exploring where the UK stands in terms of its adoption of competitive socialising, he says it remains the global reference market, where many category-defining brands emerged, and the model matured fastest. However, Australia has leapfrogged in areas like venue size, hybrid experiences, and premium hospitality integration.
"The US has the capital and real estate to scale rapidly, but the UK remains ahead when it comes to concept sophistication and depth of consumer understanding," he adds. "Continental Europe is growing, but adoption is uneven and culturally fragmented."
Ballers Clubhouse Carlton
When it comes to some of the best examples in the business, he identifies Flight Club, Roxy Leisure, Lane7, Swingers, Hijingo, and Puttshack:
"They are clear leaders because they’ve each taken a simple, familiar game and reinvented it with brand, tech, and atmosphere at the centre. They’re masters at taking an activity people already love and elevating it to something aspirational.
"Closer to home, I believe Ballers Clubhouse has pushed the boundaries of scale and multi-activity immersion. We’ve shown that you can build a venue that feels like a playground for adults while still delivering high-quality hospitality and operational discipline."
Top brands share a focus on experience design: thoughtful flow, a strong visual identity, clever tech that supports human interaction, and premium F&B that stands alone.
What is competitive socialising?
At its core, competitive socialising is structured fun with a social backbone, he says:
"Yes, many of the activities have been around for centuries - darts, mini golf, bowling - but the modern interpretation is less about the game and more about designing a shared moment."
Technology's role isn’t just digitising; it’s about removing friction, enhancing group interaction, and creating repeatable, better experiences. Competitive socialising is hospitality’s response to the experience economy: social, photogenic, and emotionally engaging.
Ballers Clubhouse Carlton
Awareness of the opportunities presented by competitive socialising is growing, says Wools, but adoption varies: "Many legacy FEC operators underestimate how experience-driven and brand-driven the modern consumer has become. Gen Z in particular is motivated by shareability, novelty, and social bonding. Competitive socialising delivers all three.
"For operators targeting Gen Z, CS is not just a good strategy - it’s almost essential and fast becoming the new norm in hospitality, at least that’s what we’re now seeing as the shift in Australia and across the UK.
"But it requires rethinking everything from venue design to music programming to food philosophy. Simply adding a new activity isn’t enough; the entire experience must feel intentional and elevated. It must be a strategic investment in a venue brand."
Why attend SIE Expo?
Having a dedicated event to this sector is vital, he adds. Wools' message to those thinking of attending SIE Expo is:
"To traditional operators, I’d say: this is your chance to see where the market is heading, not just where it is today. Your future customers - especially Millennials and Gen Z - are gravitating toward experiences that combine play, atmosphere, and hospitality.
"Visiting the expo might not just spark inspiration; it might highlight a pathway to revitalising your own business model."
SIE Expo covers all aspects of immersive, competitive and social entertainment. The event is taking place from 13 to 15 January 2026 at Excel London, UK, alongside the co-located Entertainment Attractions & Gaming Expo Europe and the London Casino & Gaming Show.
The Gamechangers Organisation will curate the Social Immersive Entertainment (SIE) Expo speaker and educational programme.
