Founded to support operators in the competitive socialising sector, Gamechangers has established itself as a dedicated membership organisation providing tailored insights, benchmarking data, industry research, and a network specifically designed for venues that combine social experiences with immersive entertainment.
Its mission is to assist operators in navigating the changing requirements of experience-led hospitality through sharing best practices, analysis, and fostering community connections.
At SIE Expo, Gamechangers will leverage its expertise and extensive network to deliver a two-day programme featuring thought leadership, international case studies, market trends, and practical advice from both UK and global operators.
Hosted by Matt Eley, editor of the organisation’s in-house e-zine The Oracle, the sessions promise actionable insights and inspiration for businesses looking to innovate, diversify, and thrive in today’s competitive leisure landscape.
Meet the Gamechangers Organisation
In the last ten years, social immersive entertainment has revolutionised the hospitality sector, providing innovative gaming and social experiences alongside exciting new food and beverage options that continue to advance and captivate audiences.
In 2022, Jade Craig founded Gamechangers after being approached by operators who shared a vision: creating a professional 'club' tailored to the distinct needs of the competitive socialising, immersive leisure, and gaming sector.
Now, Gamechangers members include well-known names from the competitive socialising industry, including Flight Club, F1 Arcade, and Mulligans.
Matt Eley and Sharon Dickinson
“We also have pub chains that are now joining because many pubs are diversifying to add value under enormous challenges,” adds Sharon Dickinson, co-founder at Gamechangers and Inntegra commercial director.
“We’ve created a community for the sector: regular meetings, a magazine, a 24-hour legal and licensing helpline, and wellbeing and HR lines.”
Social immersive entertainment is becoming central to the attractions and out-of-home entertainment industry.
“We saw it emerge about 10 years ago,” says Eley.
“It felt niche and disruptive, but now everyone wants a piece of it. You can’t expect people to just come in for a drink or food anymore; they want to do something. They want to be entertained and involved in what's going on.
“People want experiences they can photograph and share. Some of it isn’t new. Pool tables and darts have always existed, but now people want elevated, experiential versions of that. It’s about heightening the experience.”
Why social entertainment?
Part of the appeal for operators is that it brings in a wide demographic, says Dickinson.
“Many venues work for teens, kids, parents and grandparents, for instance, things like shuffleboard, axe throwing, mini golf. From the beginning, it has brought generations together.
“Ten years is a short space of time in hospitality, but this sector has quickly become sophisticated.
“Old-school escape rooms have evolved into full theatre, like Phantom Peak. I recently went to Sabrage, an immersive burlesque show with audience interaction, bubbles, and pillow fights! It shows how sophisticated immersive entertainment has become.
“You now have to include the audience, not just perform at them.”
In terms of some of the shifts that have triggered this trend, Eley says:
“In the past, you’d go out to ‘catch up,’ but now we already know what everyone’s doing through social media. Younger generations want to do something together.”
Another driver is the shift in drinking behaviour, with younger generations more likely to eschew alcohol.
“We know that people aren’t drinking as much as they used to. They are more health-conscious, and going out is more expensive. People are happy not to drink and still do something. We’ve moved a long way from the binge-drinking culture of 20–25 years ago.”
While initially, the types of venues hosting socialtainment experiences were specific businesses or pop-ups, now the broader market is waking up to the opportunity, he adds:
“You’ll see more experiences in shopping centres, holiday parks, and pubs, because people have woken up to the potential: engaging guests, holding them onsite longer and being profitable.”
See also: Spotlight on SIE: How SingPods boosted business at EAG Expo
Broadening the offer at EAG Expo
SIE Expo is a new co-located show added to EAG Expo and the London Casino & Gaming Show. Entering its second year in 2026, it complements the other markets represented at EAG and adds extra value for delegates, making it a must-attend event for those across the industry.
“The sectors that have been covered at the event up until now are entertainment,” says Dickinson. “Amusement, arcades, casinos, theme parks; it's all about entertainment, but you go there for a specific reason, to go on that particular ride that you wanted, or to go and gamble."
EAG Expo 2025
“Where I see immersive entertainment having synergy is the fact that they need to look at other things outside of their core offer to keep people on site, and to attract new people.
"Unless you want to go and gamble at a casino, you may not want to go; you may not want to join the party, you might not want to go to that particular outing that night. Still, if there's something else on site that they can attract you to, then that is going to open up new revenue streams.”
“People coming to EAG might see options and suppliers they never would have considered,” adds Eley. “It broadens what they can incorporate into their venues.”
The two-day agenda is varied, designed to speak to both those within the immersive sector and those in adjacent industries.
The agenda
Gamechangers has announced a speaker lineup featuring operators from the UK and internationally. The roster includes names like Nick Moran of Phantom Peak and Ben Warren of Roxy Leisure.
Leaders from trade and strategic groups, including Bacta, BII, the British Beer and Pub Association, UKHospitality, and the Night Time Industries Association, will participate in a broad-ranging discussion to commence the insight programme's two-day agenda:
“This opening session covers challenges for 2026,” says Dickinson.
“From a visitor point of view, it's looking to see what these associations are doing to take us forward over the next five to 10 years. Because the budget has not been very friendly to hospitality. There are challenges across all sectors of hospitality that can be addressed or championed on that day.”
Another panel will cover footfall from a sales and marketing perspective:
“Whether you’re involved in competitive socialising or not, things like footfall, loyalty, and free bookings versus walk-ins are actually relevant everywhere.
"We’re looking at how to do it well and how to make sure your venues are full moving forward. So, whilst it's very competitive socialising- and immersion-led, it's also relevant to the wider EAG community.
“Anybody operating a venue can go along and learn something from our panel.”
Similarly, the pubs panel will have insights for all, exploring how pub and bar operators have been working to diversify their offerings:
“For me, it's showing how other parts of hospitality are driving footfall and revenue through their venues by using immersive entertainment. I think it will be relevant content to anybody in the attractions and entertainment space.”
The aim, she adds, is informative, inspirational, and innovative content. Attendees will hear from F1 Arcade, Toca Social, Lucky Voice, and more.
“These are all people who are in immersive entertainment, and we've chosen them because they are doing it well, and they're looking into the future. It's about highlighting our operators and what they do, because it inspires the other parts of hospitality.”
Expert speakers
Identifying some of the speakers not to miss at SIE Expo, Dickinson says the co-founder of Australian competitive socialising venture Ballers Clubhouse will be one to watch out for:
“Stephen Wools is pushing social entertainment forward in a market far behind the UK. Hearing how he’s driving that sector is inspiring.”
Ballers Clubhouse Carlton
Eley adds that he is looking forward to the session with Beau York from Houston, Texas:
“His show Midnight High is an immersive theatrical experience. We’ll be talking about finding venues, running interactive storylines, using improvisational actors, the challenges and successes. It gives us global perspectives on experiential entertainment.”
In addition, with the World Cup taking place in 2026, a session with Toca Social promises interesting insights:
“The World Cup is a huge opportunity for hospitality. I’m keen to hear how a contemporary, social-immersive brand can maximise a traditional event. At the O2, for example, Toca can host 20-odd days of gameplay and, when people aren’t playing, show live football and run themed events.”
Addressing key topics at SIE Expo 2026
In curating this year’s agenda, Gamechangers has also sought to address industry gaps and pain points.
For instance, Eley says that costs, such as business rates and rising salaries, are significant challenges. There will also be a focus on safety and inclusion, says Dickinson:
“Best Bar None will speak about customer security. They are best known for Ask for Angela. One of the challenges any hospitality venue faces is ensuring customer safety. It's spiking. It's the door security; it’s something that everybody needs to understand.
“Dorothea Jones from Inclusivisation will speak on working with neurodiverse employees, which is relevant to every venue. Inclusion is essential for hospitality.”
Another notable topic is staffing and skills.
“People are the heart of hospitality,” says Eley. “For any experience, you've got to have people there to facilitate it.”
Dickinson says:
“I don't think we promote ourselves properly for careers at all as an industry. In immersive entertainment, there are many young people who are absolutely brilliant, passionate, and love everything they do. And if we could get them on a poster somewhere, or take them around schools and universities, I think we'd be better off.”
Eley adds: “If you do offer people progression and opportunity within hospitality and show them a career path, they will stay with you, and you will be more effective as a business.”
See also: Key trends shaping out-of-home leisure at EAG Expo 2026
More growth to come in the sector
The competitive socialising and immersive entertainment sectors are not yet at their peak. There is still plenty of growth to come, says Eley.
“There are more great experiences out there, more creativity. Investment will continue, and more businesses will integrate immersive elements. It will appear in more spaces, including pubs, bars, shopping centres, and outdoor areas.”
Now, it is about continuing to raise the bar, he says: “That is what SIE Expo is for, what Gamechangers is for, to help people learn, and to help them connect. Yes, there are challenges within hospitality, but consumer appetite is strong, and concepts will keep evolving.”
Dickinson adds: “Other parts of hospitality will draw from immersive to create new revenue streams. Traditional immersive venues will get more sophisticated because consumers push them forward.
“For me, I want SIE Expo to inspire and to motivate attendees, show them that their venue can offer more.
“The EAG team has been an absolute delight to work with, and I'm honoured that Gamechangers has been asked to put this two-day conference on; I think it's a perfect add-on to what EAG offers.”
Eley says:
“If you are involved with this sector in any way, it is so worth taking the time to get away from your desk and have a look around at EAG Expo, because you will see something that you can use in your business. You'll meet somebody interesting. There is just so much opportunity for people to learn.
“It's absolutely worth some time out of your calendar in January.”
EAG Expo, SIE Expo, and the London Casino & Gaming Show are all taking place from 13 to 15 January 2026 at Excel London, UK. To register, please click here.
Robbie Jones
Renae Brown
Tom Lionetti-Maguire
Matt Eley and Sharon Dickinson
EAG Expo 2025
Ballers Clubhouse Carlton 
