Family Entertainment Centres (FECs) have changed dramatically in recent years. Once centred around arcades and soft play alone, today’s venues are experience-led destinations combining interactive attractions, quality food and drink, and social spaces designed for all ages.
At GEMM Productions, we work with operators who recognise that modern guests want more than passive entertainment. Families want to move, compete, laugh together and create moments worth sharing. This is where sports simulators are proving to be a game-changer for Family Entertainment Centres.
This article explores why active attractions are becoming essential, how sports simulators fit naturally into modern FECs, and how operators can use them to increase dwell time, revenue and repeat visits.
The Rise of Experience-Led Entertainment
A Growing Market
The global Family Entertainment Centre market continues to expand as families prioritise shared experiences over physical goods. FECs are now popular destinations for birthday parties, school trips, corporate team-building and casual social outings.
This growth brings opportunity — but also competition. Operators must differentiate their venues by offering attractions that feel fresh, memorable and engaging. Experience-led entertainment has become the defining factor in choosing one venue over another.
From Passive to Active Play
Traditional arcade games still have a place, but today’s guests expect more interaction. Social media culture has amplified the demand for experiences that are visually engaging and participatory. Parents increasingly seek activities that help children move, develop coordination and build confidence.
Active attractions such as trampolines, climbing walls and sports simulators meet this demand by blending physical activity with fun, competition and social play.
Healthy Entertainment for All Ages
Families are more health-conscious than ever. Parents want their children to be active but still entertained, while adults enjoy experiences that feel energetic without being intimidating.
Sports-based entertainment allows FECs to bridge this gap — making exercise feel like play, and play feel rewarding for every generation.
Sports Simulators as a Core Attraction
What Makes a Sports Simulator Different
Sports simulators recreate real sporting experiences within a safe, indoor environment. Using large immersive screens and advanced tracking technology, they accurately measure speed, direction and movement while displaying realistic stadiums and environments.
Players use real equipment — kicking, swinging, throwing or striking — making the experience far more immersive than traditional video games.
With access to up to 100 sports, including football, rugby, cricket, golf, tennis, baseball, archery, padel and pickleball, sports simulators appeal to a wide and varied audience. This variety ensures that every visit feels different, encouraging guests to return again and again.
Social, Shared Play
Unlike single-player attractions, sports simulators are inherently social. Guests take turns, cheer each other on and celebrate shared wins. Multiplayer modes, leaderboards and friendly competitions turn the simulator area into a lively focal point within the venue.
This shared energy keeps guests engaged and on site for longer — naturally increasing spend across food, drink and additional activities.
Realism Without Barriers
Advanced tracking technology delivers realistic feedback, yet the systems remain accessible to beginners. Adjustable difficulty levels ensure young children, casual players and experienced athletes can all enjoy the experience.
This inclusivity is key for Family Entertainment Centres, allowing everyone from six-year-olds to grandparents to take part with confidence.
The Business Case for Sports Simulators
Increasing Dwell Time
Longer stays lead directly to higher spend. Sports simulators naturally extend visits as groups rotate turns, try different sports and compete for high scores.
What begins as a short session often turns into a longer experience, with guests ordering food and drinks while watching others play. Premium game modes, additional time slots and upgraded challenges offer simple opportunities for upselling.
Multiple Revenue Streams
A single sports simulator can generate income in several ways:
- Pay-per-play or timed sessions
- Group bookings and private hire
- Birthday parties and corporate events
- Food and drink packages linked to gameplay
- Sponsorship and branded in-game advertising
Tournaments, leagues and special events further encourage repeat visits and long-term engagement.
Flexible Installation
Sports simulators are highly adaptable and can be installed in underused areas, converted rooms or dedicated bays. With minimal structural requirements, they allow operators to turn idle space into a profitable attraction with limited disruption.
Branding and Long-Term Value
Custom branding can be integrated throughout the experience, from virtual advertising boards to branded challenges. Ongoing software updates introduce new sports and features, keeping the attraction fresh without additional capital investment.
Seamless Integration with Food and Drink
Designing for Flow
Positioning a sports simulator near a bar or café maximises commercial impact. Comfortable seating allows families to relax while staying connected to the action, and tables encourage shared dining experiences.
Themed Menus and Offers
Linking food and drink to sporting experiences increases spend. Themed menus, bundled play-and-dine packages and event-based promotions all encourage guests to stay longer and spend more.
Maximising Spend per Head
Active play creates natural breaks — perfect moments for refreshments. Well-timed offers and attentive staff upselling can significantly boost food and beverage revenue.
Health, Well-Being and Inclusion
Sports simulators encourage movement in a fun, engaging way. Guests improve coordination, confidence and fitness without even realising they’re exercising.
Group play supports mental well-being, social connection and positive shared experiences. Adjustable settings ensure participation across ages and abilities, making sports simulators inclusive attractions suitable for a wide customer base.
Tips for Successful Implementation
- Visibility matters: Place the simulator where guests can see it immediately
- Train staff well: Confident staff enhance the experience and drive upgrades
- Promote group bookings: Packages for parties and corporate events drive high value
- Keep content fresh: Rotate sports, highlight achievements and promote new challenges
Bringing It All Together
Family Entertainment Centres are no longer about passive fun. Guests want active, shared experiences that combine movement, competition and social connection.
Sports simulators deliver exactly that — increasing dwell time, expanding revenue streams and strengthening your venue’s reputation as a modern destination.
At GEMM Productions, we help Family Entertainment Centres design and install sports simulator experiences that engage guests, drive repeat visits and support long-term growth.
If you’re ready to elevate your venue and stand out in a competitive market, a sports simulator could be the next step forward.
