Greene King is increasing investment in traditional and digital pub games as it looks to drive customer visits, dwell time and spending across its managed estate.
The pub company currently operates more than 600 pool tables across its 1,600 managed pubs, with the tables generating more than £2 million in annual income before associated food and drink sales are taken into account.
Its pool tables accept both cash and card payments as the operator develops what it describes as its ‘stay-to-play’ offer.
Darts and shuffleboard are also expanding across the estate and generated more than £200,000 in sales during 2025.
Greene King has more than 560 dartboards, including over 50 digital installations, and plans to double the number of digital darts lanes.
More than 13.7 million darts were thrown across Greene King pubs during 2025.
The operator also has 37 shuffleboards, with technology increasingly being incorporated into the format.
Last autumn, Greene King installed its first electronic SHUFL Tech table at The Thieves Kitchen in Worthing.
The system uses camera technology and automated scoring, replacing the venue’s previous analogue shuffleboard.
Clair Preston-Beer, Chief Digital and Commercial Officer at Greene King, said: “The appeal of competitive socialising is undeniable. Our customer insights show it’s connecting across all demographics. It’s no longer niche, it’s becoming mainstream.
“Over the past years, we’ve seen something exciting take shape across our pubs; stay-to-play is growing and it’s proving to be more than just a passing trend.
“People want to meet up in person and play a game in the pub, and it’s easy for customers to book to play these games through our app which helps drive loyalty with in-app offers and rewards.”
She added: “Despite seasonal swings, the summer keeping people outdoors or international football tournaments taking attention away, our stay-to-play products are showing real resilience and encourage repeat visits.
“New names in the darts world have rejuvenated the sport and there is a huge appetite for people to play in our pubs.
“The introduction of digital darts and the SHUFL Tech table, for example, are not just a product swap, they are a step forward in digitising and gamifying our leisure offer, while improving customer experience, footfall and spend.”
Greene King’s investment in games forms part of a wider strategy to give customers additional reasons to visit pubs beyond food and drink, combining established activities such as pool and darts with digital booking, gameplay and loyalty technology.
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