Amusement parks and bowling alleys rank as the most popular experiences that comsumers have participated in at least once
Bengaluru: As many as 73% consumers across age demographics prefer active retail experiences such as bowling, amusement parks, play zones, escape rooms, and rock climbing, as per a joint report by real estate consulting firm CBRE and Invest India, the country’s official investment promotion and facilitation agency.
Amusement parks and bowling alleys rank as the most popular experiences that comsumers have participated in at least once, unlike newer activities such as trampoline parks, escape rooms, or AR / VR experiences, which have only recently gained popularity in India. Children’s play zones have also witnessed a surge, including arcade gaming.
Relatively smaller portion of consumers favours passive experiences such as immersive art, art fairs, museums, and theatre.
“The entertainment sector’s growth is redefining retail real estate in India,” said Anshuman Magazine, Chairman & CEO – India, South-East Asia, Middle East & Africa, CBRE. “As consumers increasingly seek experiential engagement, entertainment formats—particularly Family Entertainment Centres and Children Entertainment Centres—are becoming critical to mall strategies. This transformation presents a unique opportunity for developers to future-proof their assets through innovative, high-yield tenant mixes. We believe the integration of experience-driven formats will be central to the next phase of retail development in India.”
While malls remained a top choice, the survey indicated rising popularity for high streets and standalone experience centres. Nearly 35% of Gen Z respondents preferred high streets for retail experiences, and 31% of all respondents favoured standalone experience centres.
According the report, nearly 90% respondents stated they were open to spending up to Rs 4,000 per month on experiences. Notably, the Rs 1,000 to Rs 2,000 price range emerged as the most popular spending bracket among them.
Furthermore, younger respondents exhibited a particular inclination towards affordable options, underscoring the necessity for entertainment providers to adopt flexible pricing models that accommodate various age cohorts’ diverse preferences and budgetary constraints.
On average, over 65% of respondents preferred to focus solely on entertainment experiences or combine them with F&B, as per the survey. In addition, amongst respondents who visit entertainment centers, approximately, 29% indicated that they engage in any entertainment experience on average once every three to four months.
When asked about experiences enjoyed at least once every three to four months, respondents most frequently cited stand-up comedy, game arcades, bowling alleys, kids’ play zones, and amusement parks as their top five choices.
“High-quality Entertainment Centres are thriving in both metros and tier-II cities, with leading brands reporting similar revenue performance across these markets. This growth is fuelled by a focus on immersive experiences, as developers invest in placemaking through experiential dining, large-format stores, green zones, and community amenities. Regular events further enhance footfall and customer loyalty,” said Ram Chandnani, Managing Director, Advisory & Transaction Services, CBRE India.
The survey engaged over 700 respondents across key demographic groups and respondents were drawn from major urban centres such as Delhi-NCR, Mumbai, Bengaluru, Hyderabad, Chennai, Pune, and Kolkata, among others.
