January 12, 2026
7 Key trends shaping active indoor entertainment in 2026
Mixed reality
Operation
Revenue generation
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At IAAPA Expo 2025, the largest gathering of attractions professionals worldwide, the trends shaping indoor entertainment for 2026 were made clear. With over 38,000 attendees and 1,100+ exhibitors, the industry demonstrated a strong focus on innovation, guest experience, and operational efficiency.
But beyond the show floor, the key message was practical: operators are prioritising solutions that boost revenue, simplify operations, and deliver consistent guest value.
We listed the top 7 active indoor entertainment market trends you need to watch, and how to turn them into smarter, more profitable decisions.
1. Low-maintenance attractions power hybrid FECs
Hybrid FECs, combining arcade games, active attractions, bowling, VR, and party spaces, have become the dominant model for reaching broader, multi-generational audiences. These venues successfully attract families, teens, adults, and groups by offering variety, flexibility, and reasons to stay longer.
However, this hybrid approach comes with a hidden challenge: operational complexity.
Running multiple attraction types often requires:
- Different skill sets and specialist staff
- More complex maintenance schedules
- Higher staffing costs, especially for part-time and seasonal roles
- Increased downtime risk when attractions are staff-dependent or maintenance-heavy
In today’s tight labour market, operators are increasingly prioritising turn-key, unattended, and low-maintenance attractions to balance out this complexity.
Solutions like ValoArena, ValoJump, and ValoClimb deliver predictable performance, high uptime, and consistent throughput, especially during peak weekends and holidays, without adding pressure to already stretched teams. Many operators are moving away from labour-intensive or maintenance-heavy technologies, such as legacy VR pods, in favour of attractions that:
- Run reliably with minimal supervision
- Require limited technical expertise
- Offer transparent pricing and predictable operating costs
- Scale easily across multiple locations
Operator advice
- Balance your attraction mix: Pair high-touch experiences (parties, F&B, bowling) with unattended or self-running attractions that stabilise operations.
- Design for peak efficiency: Choose attractions that can handle high throughput without adding staff during busy periods.
- Support multi-generational use: Prioritise experiences that work for families, teens, and adults — without needing different operational modes.
- Think lifecycle ROI, not novelty: Evaluate total cost of ownership, uptime, and staffing needs alongside guest appeal.
Read: Level up your venue, how bowling alleys can unlock new revenue
2. Practical AI and automation deliver operational efficiency
AI is no longer a future concept in active indoor entertainment; it is already helping operators make smarter, faster, data-driven decisions around staffing, pricing, and guest flow.
Automation tools that support staff scheduling and demand forecasting are proving especially valuable as venues juggle rising labour costs, complex attraction mixes, and unpredictable peak demand. Platforms like Valo Motion’s Operations Hub give operators a clear, real-time view of throughput, utilisation, guest behaviour, and top-performing games, all in one dashboard. This visibility supports confident staffing decisions, smoother group and party sessions, and better preparation for high-traffic days.
Operator advice
- Start with labour optimisation: Use data to align staffing levels with real demand patterns, not assumptions.
- Plan for throughput, not just attendance: Monitor which attractions drive the highest throughput per hour and staff accordingly.
- Use analytics for group management: Leverage utilisation data to schedule parties and groups without disrupting walk-in guests.
- Choose systems that simplify, not complicate: Prioritise AI and automation tools that integrate easily and deliver clear, actionable insights.
Read here how the Valo Motion Operations Hub supports your business growth.
3. Dynamic pricing maximises revenue and smooths demand
AI-driven dynamic pricing enables operators to:
- Smooth demand peaks and troughs by adjusting prices based on real-time or predicted attendance
- Drive weekday bookings with targeted promotions
- Increase guest lifetime value through bundled memberships and group offers
- Optimise revenue without adding staff
For example, operators can use historical data to raise prices slightly during high-demand hours and offer discounts during slower periods, all while maintaining a seamless guest experience. Bundling these insights with memberships or group packages can further boost loyalty and per-guest spend, particularly in F&B areas.
Operator advice
- Integrate dynamic pricing with operational dashboards: Let AI recommend optimal pricing based on guest flow, peak times, and throughput.
- Test small, iterate fast: Start with one attraction or one daypart to measure response before expanding.
- Combine with group and membership offers: Use pricing insights to create bundled experiences that drive both revenue and loyalty.
- Link staffing to pricing signals: Adjust staff allocation in line with predicted high-demand periods to maximise efficiency.
4. Competitive, immersive experiences drive social engagement
Active indoor entertainment is increasingly about shared experience, not just individual activities. Consumers, especially Gen Z and Millennials, are drawn to environments where they can compete, collaborate, and socialize in real, memorable ways, making competitive socializing a major 2025–2026 trend. Venues that offer socially engaging formats, such as pairing physical movement with digital feedback for immersive competition, team challenges, and group events, tap into this trend and help drive:
- Higher dwell times
- More repeat visits
- Stronger social media sharing
- Broader audience appeal across generations
Operator advice
To capitalise on this trend:
- Integrate social gameplay into your core attractions: Even classic games can be made more social with simple leaderboard features or team formats.
- Host regular competitions and events: Weekly trivia nights, family challenges, or inter‑centre tournaments help build community and recurring visits.
- Use tech to enhance play: AR, MR, or interactive screens can deepen engagement and provide rich social shareable moments.
- Design spaces for groups: Comfortable social zones with seating, scoreboards, and F&B options encourage guests to stay longer and play more.
Read here how to curate a winning attractions mix for your FEC
5. Targeted upgrades and inclusive design boost ROI
In today’s competitive FEC and LBE market, operators don’t need to invest in costly new builds to attract guests and drive revenue. Instead, incremental, targeted upgrades can deliver higher ROI per euro spent while making venues more appealing, inclusive, and operationally efficient.
Key modernisation opportunities
- Sensory-friendly spaces: Quiet zones, low-stimulation rooms, and sensory accommodations cater to children, neurodiverse guests, and school groups — widening your audience.
- Updated F&B menus: Introduce inclusive options, mocktails, or allergy-conscious items to meet diverse guest needs and increase per-capita spend.
- Enhanced party/event areas: Refreshing party rooms or group spaces improves the guest experience and encourages repeat bookings.
- Refreshed branding and signage: Modern, clear, and welcoming visuals communicate accessibility and elevate the overall perception of your venue.
Why accessibility & inclusion matter
Beyond being socially responsible, accessible, and inclusive, venues gain competitive differentiation and tangible business benefits:
- Attract families, school groups, and community organisations
- Encourage repeat visits and referrals
- Align with broader societal trends and regulatory expectations
Operator advice
- Audit your existing spaces: Identify areas for simple upgrades that enhance inclusivity, comfort, or functionality.
- Prioritise high-impact changes: Focus on improvements that directly affect guest experience and repeat visitation.
- Integrate inclusivity into your F&B and events: Offer menus, activities, and programming that accommodate diverse guests.
- Communicate your upgrades: Make sensory-friendly and inclusive features visible in marketing and on-site signage.
- Measure ROI: Track guest satisfaction, repeat visits, and party/event bookings to ensure upgrades translate into revenue growth.
Read here how you can maximise floor space revenue with ValoJump retrofit
6. Mobile-first booking and contactless experience are mandatory
Mobile bookings and digital payments are no longer “nice to have”; they are industry standard.
Roller 2026 industry benchmark report data shows strong adoption of digital ticketing, contactless entry, and mobile checkout, both for convenience and capacity management.
Quick wins for operators:
- Add digital waivers
- Enable mobile-only promotions
- Offer app reservation incentives
7. Sustainability is a competitive advantage
Sustainability is becoming a major focus for FECs as businesses and consumers are growing more conscious of their environmental impact. Sustainable centers often enjoy:
✔ Lower operating costs
✔ Positive PR and community support
✔ Appeal to eco-conscious guests
Turning the seven trends into action for your venue
The trends above highlight one clear principle: successful FECs balance guest experience, operational efficiency, and economic flexibility.
Action steps for operators:
- Review your attraction mix to balance high-touch, high-engagement experiences with low-maintenance, high-throughput options.
- Audit digital tools for mobile booking, contactless payments, and AI-driven analytics to optimise staffing and guest flow.
- Test dynamic pricing and group packages to smooth demand, increase weekday bookings, and boost lifetime value.
- Invest in inclusive and accessible upgrades to widen your audience and encourage repeat visits.
- Explore sustainability initiatives that reduce costs, enhance your brand, and attract eco-conscious guests.
By translating these trends into practical actions, operators can increase revenue, improve efficiency, and create memorable experiences that keep guests returning, all while preparing their venues for long-term growth in 2026 and beyond.
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