Fairgame, a brand new ‘competitive socialising’ offering, is set to provide unforgettable moments of fun and nostalgia to London’s thrill-seekers after securing a £5 million investment to bring the concept to market.
Fairgame will be throwing open the doors to the world’s first immersive fairground concept following a four-year period of development. The new adults-only site in the heart of Canary Wharf will combine food and drink alongside nostalgic fairground games – with a competitive edge.
Fairgame is set to meet rising demand following significant growth in the immersive socialising market as consumers consistently seek out experiential offerings in the wake of Covid-19.
The business has been launched by experienced entrepreneurs Richard Hilton, founder of Gymbox; Paul Campbell, founder and owner of Hill Capital Partners LLP (and who currently sits on the Boards of Hawksmoor, Blacklock, the Alchemist and Yard Sale Pizza) and renowned music industry lawyer Andrew Myers.
Fairgame’s first site is backed by a £3.5 million investment from BGF – the UK and Ireland’s most active growth capital investor – and £1.5 million from a consortium of private investors. This funding will drive the rollout of additional sites in the UK and abroad.
Fairgame is a funfair revolution. In an innovative twist on classic fairground games, friends and workmates face-off for a fun fuelled experience like no other. With every game hooked up to innovative RFID wristband tech and linked to a custom app to track gamers’ scores, there are prizes (including 5ft teddies) and serious bragging rights at stake.
Customers will also have access to some of London’s best street food vendors, including Burger&Beyond, Rudy’s Neapolitan Pizza and Don Mas Tacos, as well as prosecco-infused candyfloss, Hackney gelato, boozy sweets and toffee apples from the Candy Stand. An expertly crafted drinks menu is available at the Fairgame Bumper Bar, and includes a cocktail selection curated by one of the world’s best bartenders, small-batch artisanal spirits, frozen margaritas, and craft beer.
Richard Hilton, co-founder and CEO of Fairgame, said: “We believe we’ve created the most exciting concept in the competitive socialising space. Fairground games have been enjoyed by generations for decades, but nobody has modernised the games or the experience. We’ve reinvented the fairground for the 21st century, creating a network of games, adding RFID wristband tech and introducing a bespoke app to log gamers’ scores and track leader boards in real time. The founders have worked with BGF since 2014, so they were our preferred partner. Thankfully, they immediately shared our vision of Fairgame as a fast-growing, global business and we are thrilled to have them on board.”
Chris Jones, investor at BGF, said: “We are delighted to be backing such a vibrant and innovative company. With a large addressable market and strong potential for growth, we look forward to opening the doors of Fairgame to the wider public.”
Stuart Fyfe, Managing Director – Retail Leasing at Canary Wharf Group comments: “Fairgame will be a massively exciting and unique offer to Canary Wharf which I am convinced will attract a huge number of visitors. I am certainly not alone in really looking forward to competing with friends and colleagues at Fairgame while enjoying their curated drinks and food offering. The management team have been great to work with and we are confident they will deliver a winning attraction.”
For further information, please contact:
Canary Wharf Group plc
T: 020 7418 2166