Bartainment: the concept that reinvents classic bars

Out with the simple counter, in with the immersive experience

The bar has changed ... For several years now, a new wind has been blowing through the world of nightlife and entertainment: bartainment !

A contraction of “bar” and “entertainment,” this concept straight from England is shaking up our going-out habits. 

Forget the traditional bar where you sip a drink and watch the clock tick. Here, every sip is accompanied by a challenge, a laugh, or a sensory immersion. 

fun, unique and shareable moments .

When gambling takes over the bar

In London, Boom Battle Bar is a hit. Digital darts, beer pong, shuffleboard, karaoke, augmented reality… every table becomes a playground. The result: a 20% increase in annual turnover since its launch. This success is inspiring many European cities, including Paris, Barcelona, and Amsterdam. The concept? To offer much more than a pint: to offer an adventure to be experienced with friends .

At Perpette Bar in Paris, you can toast in a prison cell transformed into a cocktail bar, while at The All Out Amsterdam , you can alternate between neon mini-golf, an indoor climbing wall and an interactive dance floor. All with a drink in hand and an Instagrammable .

A leisure market that extends beyond parks

The success of bartainment is part of a broader trend: the hybridization of leisure venues . Today, consumers want to live complete experiences: to relax, have fun, socialize and have a memorable moment all in one place. The bar is thus becoming a multifunctional space , where people no longer just come to “have a drink”, but to create memories.

The impact is immediate on dwell times and average basket sizes. A customer who stays two hours to play, laugh, and post stories is a customer who consumes more, without feeling like they're spending.

Experience first: the real game changer

While games are at the heart of the concept, what really makes the difference is the immersive universe that the place offers. Carefully crafted decor, storytelling, curated playlists, themed cocktails... every detail counts to transport the visitor elsewhere.

This is where bartainment stands out from simple game or quiz bars. It's not a bar with activities , but a bar designed around the activity. The game is integrated from the design stage. We don't add an arcade machine in the corner of the room: we rethink the customer journey, the atmosphere, the furniture, and the interaction.

The biggest hits in the sector are those who have managed to create strong, Instagrammable universes , capable of generating word of mouth, enthusiastic customer feedback and, above all... emotional loyalty.

A young, curious audience in search of meaning

Bartainment primarily targets 25-35 year olds , an urban, connected audience that is very sensitive to experiences “to be lived”. This generation is looking to do something new with their evening , to escape from the daily grind , to reconnect IRL with their friends.

In the digital age, the physical becomes central again... provided it is extraordinary .

How to ride the trend?

For leisure and catering professionals, bartainment offers new opportunities for diversification . Here are some keys to success:

• Create an immersive atmosphere from the moment you enter: lights, music, staff outfits, creative menus, etc.
• Offer an activity that is simple to understand , but addictive (digital darts, mini-golf, express escape room, cabin karaoke, revisited beer pong, etc.)
• Highlight the experience on social media : photogenic decor, TikTok challenges, dedicated hashtags
• Encourage conviviality : team games, group formulas, festive atmosphere
• Focus on storytelling : every evening must be a story to be experienced

All this while maintaining impeccable service quality at the bar and restaurant. Because a good atmosphere doesn't always make up for a bad mojito!

Bartainment in France: already underway

Although France still lags behind the United Kingdom and the Netherlands, initiatives are multiplying. From quiz bars in Lille to immersive themed bars in Paris, and hybrid concepts in Lyon and Marseille, the initial signs are promising.

The challenge? Convince professionals that bartainment is not a gimmick, but a profitable model , capable of renewing attendance, attracting a younger clientele and generating additional revenue (paid games, private events, premium cards, etc.).