New gaming technology, AI-powered customer experiences and strategically located venues will underpin the brand’s next phase of UK and international growth
Frasers Group-backed leisure and hospitality operator We Do Play has outlined plans to invest heavily in Boom Battle Bar over the next two years, with a renewed focus on new technology, venue upgrades, franchising and securing properties in key locations.
The plans follow We Do Play’s reacquisition of the competitive socialising brand and will support its ambition to grow the estate to at least 50 venues by 2030.
Boom Battle Bar combines competitive games with cocktails, food and entertainment. Under its new ownership, the business plans to introduce a range of new technology and experiences across every venue, with investment beginning in early 2027.
New attractions will include Virtual Archery with real bows and Virtual Mini Golf with authentic putters, bringing a high-tech twist to two much-loved classics, including immersive digital gameplay and automatic scoring, creating a fun and competitive experience that players of all abilities can enjoy.
Boom Battle Bar will also introduce a new racing experience in which up to eight players compete from racing simulator seats, remotely driving physical miniature cars around a state-of-the-art track featuring London landmarks. A live camera feed from inside each car gives drivers a first-person view of the track, bringing the thrill of head-to-head racing to life.
Further immersive technology will launch next year, taking the Boom Battle Bar experience to a new level.
Franchising will be central to Boom Battle Bar’s expansion strategy. We Do Play is actively seeking partners to open venues in untapped large towns and cities across the UK. The group also intends to expand the brand internationally, with discussions already under way with prospective master franchise partners in overseas markets.
Alongside franchise expansion, We Do Play is seeking strategically located properties capable of extending Boom Battle Bar’s reach. Priority will be given to prominent, high-footfall locations in major towns and cities where there is clear demand for competitive socialising experiences. The preferred property requirements are locations of between 7,000 sq. ft and 20,000 sq. ft.
The investment programme will also include greater use of artificial intelligence across the business. Building on AI tools already developed within the booking system, Boom Battle Bar will use the technology to create a faster, easier and more personalised customer journey.
AI-powered analysis will also provide better insight of which games customers prefer, how those preferences differ between venues and how individual customers can be offered more relevant experiences and promotions.
Boom also plans to use AI-powered customer-service agents to manage up to 99% of routine customer interactions. This technology is already being used successfully across the wider We Do Play group of companies.
Richard Beese, founder and CEO of We Do Play, said: “We have ambitious plans for Boom Battle Bar, and our focus is on investing heavily in the customer experience while accelerating expansion through franchising.
“From early 2027, we will begin introducing new games and technology across every Boom venue, including Virtual Archery, Virtual Mini Golf and new car-racing technology.
“We are also embracing AI throughout the customer journey. It will help customers plan and book their visits more easily, allow us to understand what people enjoy playing and enable us to communicate with each customer in a more relevant and personalised way.
“We plan to reinvest everything back into the company over the next couple of years. Our objective is not simply to ensure Boom remains at the top of its game, but to establish it as the dominant brand in the competitive socialising sector.
“We see considerable potential in untapped towns and cities across the UK, while conversations with prospective master franchise partners are already taking place internationally.
“This investment will give customers more reasons to visit, compete and return, while creating a powerful platform for Boom’s long-term growth in the UK and overseas.”
Prospective franchise partners, master franchise partners and property agents can contact Info@wedoplay.co.uk for further information.
