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.”
ENDS
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Notes to Editors
About BGF:
- BGF was set up in 2011 and has invested £3bn in more than 460 companies, making it the most active investor in the UK.
- BGF is a minority, non-controlling equity partner with a patient outlook on investments based on shared long-term goals with the management teams it backs.
- BGF invests in growing businesses in the UK and Ireland through its network of 16 offices.
- BGF models have now been set up in Canada and Australia, with other countries evaluating the opportunity to replicate this.
- bgf.co.uk/ @BGFinvestments
About Fairgame:
- Fairgame is a London-based enterprise, founded by 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 Andrew Myers, a music industry lawyer.
- Combining eating and drinking, alongside a unique event space for indoor fairground fun, Fairgame has reimagined classic fairground games catered to grown-up thrill seekers.
- The competitive socialising operator adds an innovative twist to traditional competitive games by introducing its RFID wristband tech and app to log players’ scores.
- Fairgame’s first site will be in the heart of Canary Wharf, next to the Elizabeth Line tube station.
- wearefairgame.com @wearefairgame
About Canary Wharf Group:
Canary Wharf Group (CWG) is the developer of the largest urban regeneration project in Europe. CWG develops, manages and currently owns interests in approximately 9 million square feet of mixed-use space and over 1,100 Build to Rent apartments.
CWG is the largest sustainable developer in the UK and also excels operationally as it has purchased 100% electricity from renewable sources since 2012 and sent zero waste to landfill since 2009.
CWG has created a 24/7 city where people can live, work and thrive on the Canary Wharf estate and enjoy all the benefits: great transport links, access to green spaces and waterside living; and a wide range of amenities including an award-winning arts and events programme. Canary Wharf’s retail offering comprises over 300 shops, including grocery stores, pharmacies, health clubs, bars and restaurants, all within 15 minutes’ walk.
The Company’s current £2bn construction activity and pipeline includes more than 500k square feet NIA of commercial properties and over 2,300 new homes for sale and rent.
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