Snakes And Ladders Adventure Centres Ltd

What Snakes And Ladders Adventure Centres Ltd does

Snakes And Ladders Adventure Centres Ltd is a UK private limited company operating three indoor soft play and family entertainment venues in Brentford (Greater London), Abingdon (Oxfordshire), and Dunstable (Bedfordshire). Its core product is a three-tier indoor playframe and role-play environment for children aged 0-12, complemented by dedicated under-5 zones, themed birthday party rooms, and an expanding portfolio of differentiated attractions including a Space Escape Experience, Laser Tag parties, and (from October 2025) a Grown-Up Edition adults-only evening event series. The business also operates specialist SEN/D sessions, a Childminder Discount Scheme, exclusive venue hire for corporate events and filming, and four hospice charity partnerships, alongside an integrated FuseMetrix-powered online booking system with a points-based loyalty programme (5 paid child visits = 1 free). The company has invested in a sustainability platform spanning solar power, Vegware compostable packaging, sustainable food suppliers (Brakes, Bidfood), and a carbon reduction plan with Planet A Consultancy, earning regional awards in 2025 and 2026. Snakes and Ladders is a founder-owned, non-funded small business operating in a fragmented UK leisure market, with no disclosed institutional investment, parent company, or public listing.

Name

Snakes And Ladders Adventure Centres Ltd

Legal name

Snakes and Ladders Adventure Centres Ltd

Website

https://snakes-and-ladders.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Snakes And Ladders Adventure Centres Ltd operates three indoor soft play and family entertainment venues in Brentford, Abingdon, and Dunstable, serving families with children aged 0-12 through play sessions, themed birthday parties, SEN/D sessions, escape rooms, and laser tag.

Ownership category

akta.pro rank

Product category

Indoor Family Entertainment and Soft Play Centres

NAICS

Amusement Parks and Arcades (7131), Amusement Arcades (71312)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industry

Party Games, Activities & Interactive Entertainment (HSACACAJ)

Keywords

• Indoor soft play
• Children's party venues
• Family entertainment centres
• SEN inclusive play
• Corporate venue hire

Headquarters

HQ city

Brentford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. General Admission: Entry fees for play sessions with peak and off-peak pricing. Children under 12 months free. Adults pay reduced rate.
2. Birthday Party Packages: Two-hour themed party packages including play time and themed room hire with food
3. Food & Beverage: Café sales of hot meals, snacks, drinks, and children's meals to visitors
4. Gift Vouchers: Digital gift vouchers sold online with custom amounts from £10-£60
5. Exclusive Hire: Private venue hire for parties, corporate events, and filming. Pricing varies by location and time
6. Corporate Events: Team building and corporate event packages with catering options
7. Laser Tag Parties: Laser tag birthday party experiences at Brentford and Dunstable locations
8. Grown-Up Edition Events: Adult-only evening events with DJ, karaoke, food, drinks, and play equipment access
9. Loyalty Scheme: Points-based loyalty program offering free visit after 5 paid visits

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Snakes and Ladders Adventure Centres Ltd operates three indoor soft play and family entertainment centres in the UK (Brentford, Abingdon, Dunstable), providing multi-tier playframes, themed birthday parties, SEN/D inclusive play sessions, escape room experiences, laser tag, corporate venue hire, and on-site café food and beverage service for families with children aged 0–12.

Product overview

Snakes And Ladders is a multi-site indoor soft play centre operator offering a unified family entertainment platform across three UK locations (Brentford, Abingdon, Dunstable). The core product is indoor soft play for children aged 0-12, complemented by themed birthday parties, SEN/D inclusive sessions, escape room experiences, laser tag, and adults-only events. The company operates an integrated booking system with loyalty programs, gift vouchers, and membership options. Venues also serve as filming locations and offer exclusive private hire for corporate events and celebrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Soft Play Multi-tier indoor adventure soft play centres for children aged 0–12 years across three UK locations (Brentford, Abingdon, Dunstable). Includes three-tier playframes, slides, climbing structures, rope bridges, tunnels, dedicated under-5 zones, mini sports pitches, and imagination play areas. Designed for safe, weather-proof family entertainment with on-site cafés and free WiFi for parents.
• Themed Birthday Parties Two-hour themed birthday parties including 75 minutes of soft play access followed by 45 minutes in a private themed party room with food service. Available themes include Disco, Circus, Fire Station, Submarine, Glamour, and Space. Booked through the online system with deposit and balance payment structure.
• SEN/D Play Sessions Dedicated specialist play sessions for children aged 0–12 with special educational needs or disabilities, providing a calmer environment with dedicated timing. Held every Wednesday 16:15–18:15 during term time. Priced at £5.25 per child including one accompanying adult, with additional adults charged at standard off-peak rate.
• Space Escape Experience Escape room experience at the Dunstable location designed for children aged 6 and over. Players must solve puzzles to restore control of a damaged spaceship within 1 hour. Priced at £20 per person with a minimum of 4 players (minimum charge applies for fewer). Includes meal and drinks.
• Laser Tag Party Action-packed laser tag birthday parties at Brentford and Dunstable for children aged 6–12. Each package includes 45 minutes free play, 30-minute party meal, 15-minute briefing, and 30 minutes of laser tag. Minimum 10, maximum 14–16 players depending on location.
• Exclusive Venue Hire Private hire of an entire play centre for events, parties, or corporate use. Includes up to 50 children and 50 adults. Pricing varies by location and time: Peak £650 / Off-Peak £475 for 2 hours at Dunstable/Abingdon; £1,050–£2,625 at Brentford depending on day and slot. Additional children charged at £10.50–£13.25.
• Corporate Events Adult-only exclusive hire package for team building, celebrations, and corporate events. Provides access to play equipment, meeting spaces, and catering options. Targets businesses seeking differentiated venues for staff rewards, client entertainment, and corporate celebrations.
• Grown-Up Edition (Adults-Only Events) Adults-only evening events (18+) featuring a live DJ, karaoke, cocktails, and after-hours access to play facilities. VIP Party Room Package available at £60 per room (includes slush cocktail jug). Tickets £18.95 per person. Launched October 2025.
• Food and Beverage (On-site Cafés) On-site cafés at all three locations serving a variety of hot and cold food, snacks, children's meals, and drinks. Includes off-peak meal deals and a 25p discount for reusable cups to support sustainability. Food supplied by Brakes and Bidfood with compostable Vegware packaging replacing single-use plastics.
• Digital Gift Vouchers Digital gift vouchers available in denominations from £10 to £60, sent via email for flexible gifting. Purchasable online through the website for use across admissions, parties, food, and merchandise at any of the three locations.
• Loyalty Scheme Points-based loyalty programme where customers earn 1 point per child visit; once 5 points are accumulated, a free child visit promo code is emailed to the customer. Designed to drive repeat visits and customer lifetime value.
• Childminder Discount Scheme B2B2C discounted access programme for registered childminders. Provides free entry for the childminder plus £6–£7 per child depending on location (max 5 children; under 12 months free). Drives weekday and off-peak visitation through channel partnership with childcare providers.
• Filming Location Hire Hire of play centres as visually distinctive filming locations for music videos, TV productions, social media campaigns, and promotional shoots. Offers colourful, dynamic backdrops with multi-tier playframes and themed zones. Sold through inquiry forms and direct contact with centres.
• SEN/D Birthday Parties Birthday parties scheduled during the dedicated Wednesday SEN/D play sessions, offering relaxed themed celebrations tailored for children with special educational needs and disabilities. Provides an inclusive party option for families whose children require a calmer environment.
• Role Play Village Role Play Village with 10 interactive play zones including construction, police station, hospital, supermarket, salon, and other themed areas. Rolled out across locations: Brentford from June 2024; Dunstable and Abingdon from 2025. Designed to bring imaginative role-play scenarios to life for young visitors.
• Toddler Thursday Musical Sessions Weekly musical sessions for toddlers held on Thursday mornings during term time — Tiny Tunes at Brentford and Jo Jingles at Dunstable. Included in the standard admission price, providing added value for parents and engaging musical activities for under-5s.

Quantifiable outcome

• Won 2025 Sustainability Award at Bedfordshire Business Awards
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Planet A ConsultancycoreStrategic or Co-development Partner · 1 January 2023Carbon reduction consultancy partnership to create reduction plan and identify areas to lower carbon emissions across three indoor play centres using Climate Essentials carbon footprint calculator.
• SME Climate HubminorStrategic or Co-development PartnerAttended series of webinars using Climate Essentials carbon management platform to learn about business impact and create positive environmental actions.
• BrakesminorOthersFood supplier who won Footprint Award for Environmentally Efficient Logistics in 2023, supporting sustainable supply chain.
• BidfoodminorOthersFood supplier partner to make informed procurement decisions and support long-term emission reduction planning.
• VegwareminorOthersPlant-based compostable food packaging supplier replacing single-use plastics across all three locations.
• FuseMetrix Group LtdcoreTechnology or IntegrationIT and system administration partner providing online booking and membership management system.
• Helen and Douglas HouseminorOthersLocal hospice charity supported by Snakes and Ladders.
• Keech Hospice CareminorOthersHospice charity in Bedfordshire supported by Snakes and Ladders.
• Shooting Star HospiceminorOthersChildren's hospice charity supported by Snakes and Ladders.
• Something to Look Forward TominorOthersCharitable organisation providing experiences for those affected by cancer, supported by Snakes and Ladders.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mr Mulligan's: UK family entertainment centre chain combining indoor play with crazy golf, bowling, and food/beverage. Direct competitor in multi-attraction indoor leisure targeting families and groups.
• AirHop: UK trampoline and adventure park chain with party packages. Direct peer in the indoor active-entertainment-for-kids category.
• Wacky Warehouse: UK's largest chain of indoor soft play centres, attached to Greene King pubs. Directly comparable as a multi-site family entertainment operator targeting the same 0-12 demographic with play, parties, and F&B.
• Tenpin: UK bowling and family entertainment centre chain with party packages and food/beverage. Comparable as a multi-site family leisure operator with party and group hire offerings.
• Flip Out: UK trampoline and indoor adventure park chain. Overlaps with Snakes and Ladders on indoor active entertainment for children and party bookings.
• Kidspace Adventures: UK indoor adventure play operator with multi-tier playframes, party packages, and SEN/D-friendly sessions. Closely comparable product mix and customer base to Snakes and Ladders.
• Little Rascals Soft Play: Independent UK soft play operator with party packages. Directly comparable offering, scale, and customer segment to Snakes and Ladders.
• Gravity: UK family entertainment centre operator offering go-karting, mini golf, and immersive activities. Comparable as a multi-site leisure operator targeting the same family/group outing use case.

Broad incumbents

• Hobbledown: Larger UK family adventure attraction operator with themed parks. Comparable on family day-out positioning and party/event offerings, but operates at a larger attraction scale.
• David Lloyd Leisure: Major UK family leisure club operator. Broader competitor offering junior programming, parties, and family facilities that overlap with Snakes and Ladders' weekend and party use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebooken-gb.facebook.com/SnakesBrentford
• Instagraminstagram.com/snakesbrentford
• LinkedInlinkedin.com/company/snakes-and-ladders-adventure-centres-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Snakes And Ladders Adventure Centres Ltd