Fairgame
Fairgame is a London-based experiential entertainment operator running two tech-enabled indoor fairground venues (Canary Wharf and St Paul's) that serve adult social groups and corporate/private events through proprietary games, RFID-based scoring, FAIRMILES loyalty, street food and bars.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Fairgame does
Fairgame is a London-based experiential entertainment operator that runs a tech-enabled, adult-focused indoor fairground concept across two physical venues. Its flagship opened in Canary Wharf (25–35 Fisherman's Walk, capacity 600), followed in 2025 by a second site near St Paul's at One New Change (capacity 800) featuring 12 exclusive games including a hook-a-duck attraction marketed as the world's largest indoor instance. Core product is a curated set of proprietary fairground games — Roll-A-Ball Derby, Skeeball, Clown-Shoot, Final Furlong, Alley-Hoop, and City-exclusive titles — wired into live digital leaderboards, with each guest issued an RFID card that tracks gameplay, accumulates FAIRMILES loyalty points and unlocks Instant Prizes. Bookings run through SevenRooms (and Tripleseat / DesignMyNight for groups), with sessions priced at £15–£25 per person for 75–90 minute slots depending on venue, daypart and prime/off-peak status.
The business monetises across three streams: per-head gaming time-slot bookings; on-site food and beverage (Bumper Bars plus third-party street food vendors Burger&Beyond, Alby's Pizza, Taco Collective at Canary Wharf and Le Bab at City, with token-based purchase mechanics); and group / private event bookings for parties of 16–800 with bespoke packages (Back Room, Big Top, Carousel, Fun House at Canary Wharf). Pricing is friction-light and unit-based, with an events track priced on application. Marketing combines PR across BBC, ITV, Evening Standard, Time Out, Daily Mail and others; organic social; newsletter; and event-specific campaigns (Pride, Father's Day, Halloween, Christmas). The company employs 51–100 staff, partners with Magic Breakfast on a charity mechanic tied to teddy-bear sales, and is legally registered as Partisan Work Limited (England, company number 11885466). In December 2025 Fairgame was acquired by Tenpin Entertainment, which is backed by Trive Capital, with prior growth investor BGF exiting its 2022 stake as part of the deal; the stated intent of the acquisition is to extend the concept into new markets and accelerate growth in competitive socialising.
Fairgame firmographics
Firmographics- Name
- Fairgame
- Legal name
- Partisan Work Limited
- Website
- https://wearefairgame.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fairgame is a London-based experiential entertainment operator running two tech-enabled indoor fairground venues (Canary Wharf and St Paul's) that serve adult social groups and corporate/private events through proprietary games, RFID-based scoring, FAIRMILES loyalty, street food and bars.
- Ownership category
- akta.pro rank
Fairgame industry classification
Industry- Product category
- Competitive Socializing / Indoor Entertainment Venue
- NAICS
- Amusement Arcades (71312), Amusement Parks and Arcades (7131), Amusement Arcades (713120)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)
- akta.pro secondary industries
- Gaming Café/Bar Hybrid Venues (Food & Beverage + Competitive Play) (MPAFALAD), Coin-Operated Entertainment (Pinball, Crane/Claw, Jukebox, Darts/Billiards) (MPAEAJAF)
Keywords
Where Fairgame is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Fairgame business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Gaming Time Slot Bookings: Revenue from pre-booked gaming sessions at both Canary Wharf and City venues. Customers pay per person for either off-peak unlimited games or prime-time sessions with multiple rounds of each game.
- Food and Beverage Sales: Revenue from street food vendors (Burger&Beyond, Alby's Pizza, Taco Collective/Le Bab) and fully stocked bars serving cocktails, craft beer, frozen margaritas. Tokens can be pre-purchased or bought on-site.
- Merchandise and Prizes: Sale of teddy bears and other prizes won through game scores. Also includes branded merchandise through online shop.
- Group and Event Bookings: Revenue from private event spaces for groups of 16+, corporate events, and special occasions with bespoke packages and minimum spend requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Canary Wharf Off-Peak Gaming - £15 per person |
| Unit Pricing | Pay-as-you-go | Canary Wharf Prime-Time Gaming - £19 per person |
| Unit Pricing | Pay-as-you-go | City Off-Peak Gaming - £22 per person |
| Unit Pricing | Pay-as-you-go | City Prime-Time Gaming - £25 per person |
| Other | Multi-year contract | Group Events - Price on request |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Fairgame product offering
Product offeringCore offering
Fairgame operates two London indoor entertainment venues (Canary Wharf and City/St Paul's) combining tech-enabled fairground games with live digital leaderboards, personalized RFID gameplay cards, and a points-based loyalty system (FAIRMILES). Guests pre-book per-person gaming time slots and consume on-site street food and cocktails from partner vendors (Burger&Beyond, Alby's Pizza, Taco Collective, Le Bab). The company also hosts private group bookings of 16–800 guests and sells gift cards and merchandise online.
Product overview
Fairgame is a tech-enabled indoor fairground entertainment brand offering a unified experience combining proprietary fairground games with live digital leaderboards, food and beverage, and event hosting. The core product is the gaming experience at two London venues—Canary Wharf (9 games, capacity 600) and City (12 exclusive games, capacity 800)—where players use RFID cards to access games, earn points, and compete on live leaderboards. The FAIRMILES loyalty system and Instant Prizes reward gameplay. Food and beverage is provided through street food vendor partnerships (Burger&Beyond, Alby's Pizza, Taco Collective/Le Bab) and proprietary Bumper Bars and Candy Stand. Events services offer private bookings and group packages for 16+ guests. The company operates gift card and merchandise sales through its online store. The company is owned by Partisan Work Limited and was acquired by Tenpin Entertainment in December 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- Fairgame Canary Wharf Gaming Experience Per-person time-slot fairground gaming at the Canary Wharf flagship venue featuring 9 proprietary games including Roll-A-Ball Derby, Skeeball, and Clown-Shoot, played against live digital leaderboards via RFID game cards. Slots are 75 minutes, priced £15 off-peak / £19 prime-time, with street food (Burger&Beyond, Alby's Pizza, Taco Collective) and cocktails available. Aimed at adults 18+ and small groups.
- Fairgame City Gaming Experience Per-person time-slot fairground gaming at the City venue near St Paul's, featuring 12 exclusive games with up to 800-guest capacity. 90-minute slots priced £22 off-peak / £25 prime-time, with street food (Burger&Beyond, Alby's Pizza, Le Bab), Bumper bars, and a candy stand. Aimed at adults 18+.
- Private Events & Group Bookings Private event hosting for groups of 16–800 across both venues. Includes bookable private spaces (Back Room, Big Top, Carousel, Fun House at Canary Wharf), bespoke packages priced on request, and integrated food/drink for hen/stag parties, birthdays, and corporate events.
- Fairgame Gift Cards Digital and physical gift cards sold through the Fairgame website, redeemable against gaming experiences, food, and beverages at both venues.
Companies that use Fairgame
Customer profileSegments2 records
Ideal customer profiles2 records
Fairgame technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Fairgame partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Magic BreakfastminorFairgame partners with Magic Breakfast, a charity providing breakfasts to children in need. For every teddy bear sold, Fairgame donates two meals to hungry school children. The goal is to feed a whole school for an academic year every year.
- 68 HospitalityminorPartnership with 68 Hospitality for the Management Leadership Programme, providing training and progression pathways for staff members to develop leadership skills.
- Burger&BeyondcoreStreet food vendor partner providing premium burgers and sides at both Fairgame venues. One of London's premier street food brands.
- Alby's PizzacoreStreet food vendor partner serving authentic New York-style pizza by the slice or full 22-inch pie at both venues.
- Taco CollectivecoreStreet food vendor at Canary Wharf serving LA-style birria tacos, burritos, and slow-cooked Mexican fare. Originally an East London favourite.
- Le BabcoreStreet food vendor at City location serving next-level kebabs, bold mezze, and big flavour. Known as the original posh kebab shop.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Fairgame competitors and assessment
Company assessmentDirect peers
- Puttshack: Tech-enabled mini golf and bar concept with multiple UK and US sites, owned by Topgolf Callaway. Strong peer: tech-driven scoring, group bookings, cocktails, and a multi-unit rollout under PE ownership—directly analogous to Fairgame's model and growth path.
- Swingers (Crazy Golf Club): London-based competitive socialising venue pairing crazy golf with craft cocktails and street food. Closely comparable concept layer (activity + bar + groups) targeting the same adult occasion-goer that Fairgame serves.
- Bounce (Ping Pong Bar): London-born ping-pong and cocktail bar with multiple UK and US venues. Comparable as a tech-and-activity-driven socialising venue serving the same adult group-occasion audience with events, drinks, and food.
- Junkyard Golf Club: UK indoor crazy golf venue with full bars and group event packages in multiple cities. Comparable adult-occasion, activity-plus-drinks format with similar group-booking GTM motion and pricing.
- Flight Club (Flight Club Darts): London-founded social darts bar combining tech-enabled darts with cocktails and group bookings. Directly comparable to Fairgame as a tech-enhanced, adults-only competitive socialising venue with a drinks-and-events revenue stack and multiple UK/US locations under Ennismore ownership.
- Mr Mulligan's (Lost World Adventures): UK mini-golf and games bar chain serving the same adult group-occasion market with multi-site UK locations. Comparable indoor activity-plus-bar operator with similar venue size, pricing, and group event business.
- Clays (Clays Bar): London-based tech-enabled clay shooting simulator bar combining proprietary digital scoring, cocktails, and street food. Near-direct peer: same activity-plus-tech-plus-F&B-plus-events formula targeting adult groups in premium London locations.
- Roxy Ballroom (Roxy Leisure): UK bowling-plus-games bar chain offering bowling, darts, shuffleboard, pool, and cocktails with late-night trading. Comparable competitive socialising venue with multi-site UK footprint and group-focused revenue model.
Emerging players
- Activate (Activate Games): Tech-driven, gamified indoor activity centres with digital scoring and prize mechanics. Highly comparable on the tech-enabled physical-game layer that defines Fairgame's differentiation, though more family-leaning than Fairgame's adult-skew.
Broad incumbents
- Topgolf: Global leader in tech-enabled golf entertainment combining tracking technology, F&B, and group bookings at scale. Broader incumbent peer demonstrating how a tech-enabled activity-plus-bar concept can scale into a multi-site, multi-country business—useful comparable for Fairgame's expansion trajectory under Tenpin.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Fairgame social profiles
Digital presenceFairgame financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fairgame leadership team
Management profileNumber of profiles
Fairgame funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fairgame M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fairgame
What does Fairgame do?
Fairgame operates two London indoor entertainment venues (Canary Wharf and City/St Paul's) combining tech-enabled fairground games with live digital leaderboards, personalized RFID gameplay cards, and a points-based loyalty system (FAIRMILES). Guests pre-book per-person gaming time slots and consume on-site street food and cocktails from partner vendors (Burger&Beyond, Alby's Pizza, Taco Collective, Le Bab). The company also hosts private group bookings of 16–800 guests and sells gift cards and merchandise online.
Is Fairgame a public or private company?
Fairgame is a private company. It is classified as private equity controlled and is currently operating.
When was Fairgame founded?
Fairgame was founded in 2019. It employs 51 to 100 people.
Where is Fairgame based?
Fairgame is headquartered in London, United Kingdom, in the Europe region.
How does Fairgame make money?
Four revenue lines are on record. Gaming Time Slot Bookings are the primary driver. The others are food and Beverage Sales, merchandise and Prizes and group and Event Bookings.
Who are Fairgame's main competitors?
Direct peers on record are Puttshack, Swingers (Crazy Golf Club), Bounce (Ping Pong Bar), Junkyard Golf Club, Flight Club (Flight Club Darts), Mr Mulligan's (Lost World Adventures), Clays (Clays Bar) and Roxy Ballroom (Roxy Leisure). Activate (Activate Games) is listed as an emerging player. Topgolf is listed as a broad incumbent.
Does Fairgame have an API?
No public API is recorded for Fairgame.
What industry is Fairgame in?
Fairgame's product category is Competitive Socializing / Indoor Entertainment Venue. Its primary akta.pro industry code is THAAAAAD, Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play), with a secondary code of MPAFALAD, Gaming Café/Bar Hybrid Venues (Food & Beverage + Competitive Play). Its NAICS code is 71312 and its SIC code is 7900.