Bartainment: the concept that reinvents classic bars

Goodbye to the simple counter, hello to the immersive experience

The bar has changed … For the past few years, a new wind has been blowing through the world of nightlife and entertainment : bartainment !

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

Forget the traditional bar where you sip a drink and watch the time go by. Here, every sip comes with a challenge, a laugh, or a sensory immersion. 

fun, unique and shareable moments .

When the game takes over the bar

In London, Boom Battle Bar is a smash hit. Digital darts, beer pong, shuffleboard, karaoke, augmented reality… every table becomes a playground. The result: a 20% increase in annual revenue since its launch. A success that has inspired many European cities, including Paris, Barcelona, ​​and Amsterdam. The concept? To offer much more than just a pint: to provide an adventure to experience 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 this, 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 spaces . Today, consumers want complete experiences: to relax, have fun, socialize, and create memorable moments, all in one place. The bar is thus becoming a multifunctional space , where people no longer just come to "have a drink," but to make memories.

The impact is immediate on dwell time and average spend. A customer who stays for two hours to play, laugh and post stories is a customer who consumes more, without necessarily feeling like they are spending.

Experience above all: the real game changer

While games are central to the concept, what truly sets it apart is the immersive world it offers. From the carefully crafted décor and storytelling to the curated playlists and themed cocktails, every detail contributes to transporting visitors to another realm.

This is where bartainment distinguishes itself from simple game or quiz bars. It's not a bar with activities , but a bar designed around activity. Gaming is integrated from the very beginning of the space's design. You don't just add an arcade machine in the corner; you rethink the customer journey, the atmosphere, the furniture, and the interaction.

The biggest hits in the sector are those that have been able to create strong and 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 highly receptive to "experiences to be had." This generation seeks to do something unique with their evening , to break free from the everyday routine , and to reconnect with their friends in real life.

In the age of all things digital, the physical is once again becoming central… provided it is extraordinary .

How to ride the trend?

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

• Create an immersive atmosphere from the moment you enter: lighting, music, staff uniforms, creative menus…
• Offer an activity that is simple to understand , but addictive (digital darts, mini-golf, express escape room, karaoke in a booth, revamped beer pong…)
• Highlighting the experience on social media : photogenic decor, TikTok challenges, dedicated hashtags
• Encouraging conviviality : group games, group activities, festive atmosphere
• Focus on storytelling : each evening should be a story to be experienced.

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

Bartainment in France: already underway

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

The challenge? To 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.).