The Irish pub is an institution, but the habits of its customers are changing. In an age of digital distraction and shifting social norms, the simple act of “going for a pint” is no longer the draw it once was, especially for younger demographics. Today’s consumers, particularly Millennials and Gen Z, are driven by a quest for experiences, and they are often drinking less alcohol while doing so.
For publicans and bar operators, this presents a critical challenge: how do you not only attract this new generation but also increase “dwell time” and spend per head in a way that doesn’t rely solely on the tap?
The answer that is transforming the industry is “competitive socialising.”
The Experience is Everything
“Competitive socialising” is the term for hospitality venues that blend a social setting with a competitive activity. Think of it as a pub visit with an active purpose, from high-tech darts and shuffleboard to simulators, mini-golf, and pool.
It’s a concept that’s already proven to be a powerful draw. According to a 2024 report on the hospitality sector by market researchers CGA by NIQ, a staggering three in five (60%) of consumers say they are “more likely to visit a pub or bar if it offers competitive socialising activities.”
This isn’t just a fleeting trend; it’s a fundamental shift in consumer demand. Younger audiences, in particular, are seeking more than passive entertainment. They want to interact, compete, and share their experiences. As a 2023 report from Pub & Bar magazine noted, this generation is “more likely to value experiences over physical goods.”
From Dwell Time to Driving Revenue
For publicans, the benefits are immediate and tangible. Firstly, it gives customers a reason to stay. As noted by The Access Group, a hospitality-tech provider, “interactive games give guests a reason to stick around, turning a quick pint into a full evening.”
That extended dwell time is the golden ticket. A customer who stays for 90 minutes to play a game is far more likely to order a second or third drink, and potentially food, than a customer who leaves after one. It diversifies revenue streams, attracting groups for birthdays, corporate events, and team-building nights, and makes your venue a destination, not just a stop-off. It also crucially provides an inclusive, high-energy environment for groups that include non-drinkers.
See the Future in Action at HEX26
Understanding the trend is one thing; seeing how to implement it is another. For Irish publicans looking to get ahead of this curve, HEX26 is set to provide the answer.
Taking place at the RDS, Dublin, from 10th–11th February 2026, the event will feature the brand-new HEX Social Zone.
This isn’t just a collection of stands. The HEX Social Zone is being purpose-built as a central, high-energy networking destination and a live “activity bar”. It is designed to be a tangible showcase of the ‘competitive socialising’ trend, allowing bar operators and owners to experience it first-hand.
Visitors to the HEX Social Zone will be able to see and interact with the latest in anchor attractions, such as advanced simulators and digital darts systems, and meet the suppliers who can help them integrate these revenue-driving solutions into their own venues.
The message from the market is clear: the future of the pub is experiential. The HEX Social Zone at Hospitality Expo 2026 will be the place to see that future, touch it, and make it your own.
Hospitality Expo 2026 is Ireland’s largest trade-only exhibition for the hospitality, foodservice, and tourism sectors. Free registration is now open for a limited period. Sign up here.
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