What Fairgame Gets Right — And Why It Matters for Competitive Social Venues

We recently visited Fairgame in Canary Wharf, one of London’s fastest-growing competitive social venues — with a second site opening in St Paul’s later this year. If you haven’t been, Fairgame is a full-on, neon-lit nostalgia trip, offering a smart spin on traditional fairground games for a 2025 crowd.

It’s fun, chaotic in the best way, and full of learnings for anyone in the hospitality or immersive experience space.

🕹️ A Well-Oiled Games System

Upon entry, guests receive a re-loadable game card, which they scan at each station to play. Credits start around £19 (subject to timing and offers). Once inside, you’re met with colour, movement, and energy — seven+ classic games with a modern twist, including:

Water Gun Balloon Blast, Tin Can Alley, Basketball Hoops …and more

The games are simple, addictive, and social — ideal for group nights out, team events, and even low-key dates. Once you’re in, you’re hooked. Everyone in our group reloaded their cards without thinking. The guest journey is seamless.

🍔 Smart F&B Partnerships

Rather than running an in-house kitchen (which many experience venues can struggle with), Fairgame opts for concession-style food from brands who know food; Burger & Beyond, Rudy’s Pizza & Dos Mas Tacos - outsource to experts. It’s a smart operational choice: food quality stays high, and guests get variety. It also enables each food brand to benefit from high footfall, without the overhead of a full venue. Win-win.

🍸 Experience-Driven Details

Drinks are handled via two large central bars, with smaller satellite stations. A particularly thoughtful touch? Each game station has a built-in alcove to hold your drink, keeping players hands-free and focused. These details build emotional value — guests feel considered, which makes them stay longer.

🧠 The Big Takeaway: People Stayed and Played

What impressed us most was the dwell time. People weren’t just showing up for a game or drink — they were spending the night. The format encourages re-engagement: Re-loadable cards, Group-friendly competitive structure and Shareable moments

This is exactly the type of environment that Dine & Play was built to support.

Dine & Play: Loyalty That Feels Like Play

We’re on a mission to help venues like Fairgame convert first-time guests into loyal regulars, not with stale discounts or plastic punch cards, but with dynamic experiences and value-added perks.

Our hybrid loyalty platform includes:

Dine Extras – instant rewards, surprise offers, exclusive content

Dine Experiences – seasonal campaigns that bring people back again and again

Actionable Data – without any extra lift from your team

If you're running a venue in the world of food, fun, and fandom — and looking to build repeat behaviour without draining your team’s time or budget — let’s talk.

📲 Contact us today!

Dine & Play will be at the Competitive Socialising Conference on May 21st — we’d love to connect.