LONDON – A significant transformation is underway in the social habits of younger generations, with Generation Z increasingly turning away from traditional bars in favor of activity-fueled venues that prioritize interactive experiences and deeper connection.
Recent market analysis underscores this shift, highlighting a preference for environments that offer novelty and engagement over purely alcohol-centric spaces. A comprehensive trend report released in April 2025 by Mintel, titled “How Gen Z is changing social gathering,” revealed a notable disparity in social participation patterns. According to the report, only 40% of Gen Z individuals partake in informal social gatherings, a stark contrast to the 71% reported among Generation X.
This data suggests a potential dissatisfaction with conventional unstructured social settings, prompting Gen Z to seek alternatives that provide a clear activity or purpose around which social interaction can coalesce.
The Rise of “Play-First” Establishments
The evolving preferences have spurred the emergence of a new category of social venues often dubbed “play-first” bars or activity hubs. These establishments are specifically designed to facilitate interaction and bonding through shared experiences rather than simply serving as a backdrop for drinking.
Examples of this burgeoning trend can be found in cities like Dublin, Ireland. Super Social, which opened its doors in December 2024, and Board Dublin, established in January 2024, exemplify this approach. These venues intentionally prioritize play and social activities, often integrating modern elements such as interactive, “tech-infused” games to enhance the experience. The focus here is squarely on fostering connections through engagement, with less emphasis placed on high levels of alcohol consumption compared to traditional nightlife spots.
A Conscious Approach to Alcohol
Supporting the move away from alcohol-dominated spaces is broader data on Gen Z’s drinking habits. Research cited in Kantar’s April 2025 Food and Beverage report indicates that a significant majority of Gen Zers are consciously moderating their alcohol intake. The report found that 71% of Gen Z individuals are actively reducing the amount of alcohol they consume.
This widespread trend towards lower or non-alcoholic consumption naturally aligns with the offerings of activity-based venues, which typically provide a diverse range of food, soft drinks, and low-alcohol options alongside alcoholic beverages, ensuring appeal to a wider audience with varied preferences.
Global Footprint and Design Philosophy
The popularity of these venues is not confined to a single region but is gaining traction internationally. Electric Shuffle, a popular neon-lit shuffleboard bar originating in London, serves as a prime example of a successful model within this category. Capitalizing on the trend, Electric Shuffle recently debuted its presence in Chicago in May [2025], expanding its unique blend of social competition and vibrant atmosphere to a new market.
The design aesthetic of these activity hubs plays a crucial role in their appeal. Many feature retro-inspired decor elements and are consciously crafted to be highly “grammable” – visually appealing for sharing on social media platforms. These spaces are often expansive, designed to accommodate tournaments, group events, and social competition, encouraging lively interaction among patrons.
A key characteristic observed across successful activity venues is their ability to attract a broad demographic. While particularly popular with Gen Z, establishments like Electric Shuffle demonstrate that the appeal of interactive play and social activity transcends age groups, drawing in both younger and older patrons seeking engaging ways to socialize.
More Than Just a Game: Fostering Connection
The core appeal of these venues lies in their capacity to facilitate meaningful social interaction. In an era often characterized by digital connectivity, the structured, face-to-face engagement provided by shared activities like board games, shuffleboard, or interactive challenges offers a tangible way for individuals to connect.
By providing a focal point for interaction beyond mere conversation, these venues help break down social barriers and create opportunities for deeper bonding through shared fun, competition, and collaborative experiences. This stands in contrast to the potentially more passive or less structured social environments found in some traditional bars.
In conclusion, the emergence and rapid growth of activity-fueled venues signal a significant shift in the social landscape, driven primarily by the evolving preferences and values of Generation Z. As younger individuals increasingly seek purposeful, engaging, and less alcohol-centric ways to socialize, these innovative spaces are poised to redefine urban nightlife and social gathering norms for years to come, prompting the hospitality industry to adapt to this dynamic market.
