Pop Playrooms: a model of successful business for family entertainment

Everyone wants to relive the carefree days of childhood and immerse themselves in a world of fun. But finding a place that appeals to children and adults alike can be a challenge. Businesses that cater to the needs of all age groups are particularly advantageous, yet rare. Creating multi-functional spaces that cater to the interests of children, parents, corporate or social groups seeking unique team-building formats is quite a task. However, such a strategy maximises the use of space and resources, increases average spend and boosts footfall. In addition, these spaces become places of social interaction where everyone finds value, ultimately increasing loyalty and encouraging repeat visits.

The concept seems straightforward, but are there successful instances of its implementation?

In the spring of 2024, Pop Playrooms was launched in Kingston with the real potential to be an example of a HoReCa business targeting different age and social groups, as mentioned by Dmitry Leus in the article about Pop Playrooms on https://www.thestar.co.uk/lifestyle/pop-playrooms-kingstons-leading-destination-for-fun-and-games-4799677

What makes this business model unique?

Pop Playrooms combines traditional forms of entertainment with modern technology to create a unique experience for visitors. Its central concept is to provide a multi-functional space suitable for a variety of events, from children's birthday parties to corporate meetings. This approach allows for an efficient use of space and offers a range of activities: mini golf, karaoke, billiards and interactive games. A mix of classic games, enriched with innovations such as augmented reality for darts, provides a competitive edge in the market.

Another strength is flexibility. The concept allows for easy adaptation to customer needs and seasonal changes. The space can be easily transformed for private themed events, changing game formats and adapting to current trends and visitor needs.

Marketing strategy

Pop Playrooms targets different age groups and audiences. Customer engagement takes place through social media, using interactive content, promotions and competitions to engage audiences. For example, students enjoy special discounts on games and drinks, and the venue organises themed events, with an upcoming Halloween celebration. Families are invited to take part in exciting competitions with the chance to win unlimited visits to the venue. Partnerships with corporate clients for team building and celebrations further broaden the customer base.

The business model for venues that combine entertainment for different age groups is promising as it addresses a wide range of needs beyond children's entertainment. This approach creates a multi-functional space where different audiences find value in interacting with the brand. Creating a place that's fun for everyone, that invites return visits and offers new experiences each time, is a real goldmine for entrepreneurs. The key is to make it work.