Why Loyalty Matters Now More Than Ever for Competitive Socialising Venues

The UK’s competitive socialising and immersive experience sector is thriving. From mini-golf, pool, shuffleboard and VR gaming to axe throwing and even rage rooms (yes, we’re looking at you, Players Brighton). But with growth comes competition. Pubs are installing virtual darts, hospitality groups are expanding into new cities, and consumers have more choice than ever.

In this increasingly saturated space, the real challenge isn’t just attracting guests—it’s getting them to come back.

From “One-Off” Visit to Everyday Hangout

Many competitive socialising venues still suffer from a perception problem: people see them as “special occasion” destinations, rather than casual go-to spots for a post-work drink, an easy midweek dinner, or a weekend football match. That’s a missed opportunity. By encouraging repeat visits, venues can shift from being a novelty to becoming part of a customer’s regular lifestyle. And one of the smartest, most cost-effective ways to make that happen?

👉 A well-executed members or loyalty programme.

What a Members Programme Can Do for Your Venue

At Dine & Play, we design flexible, low-effort loyalty programmes for exactly this kind of environment. Here's why it works:

🔁 1. Encourage Return Visits

We know loyal customers spend more over time. Our own data shows that members may spend slightly less per visit—but they return three times more per year than non-members.

🧠 2. Understand Your Audience Better

Every redemption reveals new data. Did a guest redeem a vegan burger reward? Now you know they’re plant-based. Did they opt for a late-night darts session? They’re likely a night owl. These insights fuel better marketing, up-selling, and partnerships.

🚀 3. Align With Gen Z Expectations

Younger audiences value recognition and status over points. High scores, exclusive perks, birthday surprises—this is the kind of loyalty they respond to.

“We Love the Idea, But We Don’t Have Time...” Totally valid. We hear this all the time:

“We’re opening new venues—we don’t have the bandwidth to manage a loyalty programme right now.”

That’s exactly why Dine & Play exists.

Think of it this way: Fairgame Canary Wharf doesn’t try to run their own kitchen. They outsource it to food specialists like Rudy’s Pizza, Beyond Burger and Dos Mas Tacos. You can do the same with loyalty.

With Dine & Play, there’s:

✅ No setup cost

✅ Minimal time required

✅ A performance-based model (we only earn when you do)

Building a Connected Community Across the Sector

Our ambition goes beyond individual venues. Dine & Play is building a growing hub of people who love competitive socialising and immersive experiences, and connecting them to the brands offering those moments. The more we connect them, the more frequently they return—not just to one venue, but across the sector.

Final Word

If you're launching new locations, trying to fill quieter days, or just want to stay top-of-mind with guests, a flexible members club can be one of your most powerful growth tools. We’ll help you make it happen—without the overhead.

Want to learn more?

Get in touch with us and let’s chat!