Mon 20th May 2024 - Exclusive: State of Play Hospitality targets franchise growth for Hijingo and Bounce concepts Exclusive – State of Play Hospitality targets franchise growth for Hijingo and Bounce concepts: State of Play Hospitality, the Toby Harris-led international experiential leisure operator, has targeted franchise growth for its Hijingo and Bounce concepts both here and abroad. State of Play, which also operates darts concept Flight Club in North America under licence, first launched Bounce in 2012 and has gone on to create and launch several other technology-led immersive experiences in the UK and US. It currently owns and operates sites for ping pong experience Bounce in Farringdon, Old Street and Battersea Power Station, offering an array of games from classic to immersive tech-enabled ping pong and beer pong. State of Play also launched Hijingo, which fuses the traditional game of bingo with high-spec production and theatric visuals, in 2021, and it currently owns and operates a single site in Worship Street, in London’s Shoreditch. It also features Hijingo Bots, professional dancers who entertain and interact with the audience and award the prizes. State of Play has now partnered with Seeds Consulting to grow both brands across the UK and beyond. “Combining proprietary technology with much-loved, classic games and upscale hospitality, State of Play has built a strong reputation as a leading platform within the fast-growing eatertainment/competitive socialising industry,” a Seeds spokesman said. “State of Play is now seeking to grow the footprint of Hijingo and Bounce through franchising, and as such is engaging with experienced operators to join them on their national and international expansion journey. All of State of Play’s venues provide a range of shareable food options that are perfectly suited to the nature of each concept, and they also offer an excellent selection of cocktails, beers, wine and non-alcoholic beverages. Both Bounce and Hijingo are suitable for city centres, tourist hotspots, local high streets or shopping malls. Bounce appeals to a wide target audience from families to young professionals and team socials, while Hijingo is the perfect place for adults to celebrate any occasion with a large group or on a date night and similarly appeals for the ultimate work night out or private hire.” State of Play chief commercial officer Nicola Blackford said: “Having garnered immense love and loyalty from guests across our London venues over many years, we are confident in the universal appeal of Hijingo and Bounce, both nationally and internationally. We have spent many years honing both concepts, and their operating models, and believe the time is right to expand their footprints. We eagerly anticipate engaging with and supporting new partners to introduce these world class brands to new markets.” Seeds Consulting founder Matteo Frigeri added: “We are seeing a diversion of spend to leisure as consumers, and Millennials in particular spend less on products and more on on-demand experiences and the memories they create. This is why Hijingo and Bounce are such a smart investment for any hospitality operator looking to diversify into competitive socialising, and we at Seeds are delighted to be retained by State of Play to grow these brands both in the UK and internationally. They are proven to deliver significant site level Ebitda and high return on investment. We would welcome expressions of interest only from parties with a solid track record in leisure or hospitality. For both Hijingo and Bounce, we are looking for franchise partners for one or more locations and we will also consider joint ventures.” In January, State of Play Hospitality said it is looking to double its estate by 2026 following a “transformational year” in 2023 in which revenue more than doubled, including a record month in December, and forecast a 30% turnover rise in 2024. The same month, it launched a new artificial intelligence ping pong experience across all three London sites of its Bounce concept. Last month, it promoted Sam Pollard to the position of managing director UK, as well as Nicola Blackford to chief commercial officer. Blackford joined State of Play a year ago as commercial director for its UK business, transitioning from her role as chief commercial officer at Secret Cinema. Pollard has held the role of operations director at State of Play for over five years, having previously been a multi-site manager at D&D London. He led the operational launch of Hijingo in 2021, as well as more recently leading the opening of Bounce at Battersea Power Station. State of Play Hospitality features in the Propel Turnover & Profits Blue Book. Its turnover of £35,292,587 for the year ending 30 March 2023 is the 268th highest in the database. The Blue Book ranks companies by turnover, profit and profit conversion, listing directors’ earnings for the past five years. Companies can now have an unlimited number of people receive access to Propel Premium for a year for £995 plus VAT – whether they are an operator or a supplier. The single subscription rate is £495 plus VAT for operators and £595 plus VAT for suppliers. Email kai.kirkman@propelinfo.com to upgrade your subscription.