Competitive Socializing: How Moment Factory Is Changing the Game

Game nights are no longer confined to board games or an arcade—today, they are taking center stage in a culture that craves interaction, immersion and friendly competition.

Welcome to the world of competitive socializing—where interactive, playful activities are embedded into venues to spark connection, foster community and redefine how we come together.

This powerful trend of interactive games is more than just racking up points, it’s fastly gamifying the design of our social spaces and seamlessly transforming them into immersive playgrounds: like a bowling alley now paired with an arcade bar, a mini-golf nestled within a local pub or axe throwing inside a high-end dining establishment, and yes, you’ll see this trendy wave in the most unexpected ways all over social media.

And kids are not excluded from this trend—Did you know that the rise of Family Entertainment Centres (FECs) is central to this shift of active entertainment and social bonding? According to Blooloop, “A key trend in the FEC sector is the growing adoption of technologies to improve operational efficiency and enhance the visitor experience, quickly becoming an anchor attraction.” 

We’ve seen it now more than ever before: Younger generations are craving interactive, meaningful immersive fun experiences that bring new exciting ways of socializing, where fun is available for everyone—and we agree: Play should be on everyone’s daily agenda.

Interactive Play: It’s Part of Our DNA

Rooted in Moment Factory’s  creative ethos is the belief that play has long been essential to shaping lasting collective experiences and nurturing a sense of community throughout the years.

The first steps of our journey in competitive socialization started back in 2017, when we began developing creative meetups and internal gatherings that eventually became Augmented Games.

Jean-François Larouche , Director of Real-Time Offerings and Creative Director, looks back on those early days of playful chaos:

"At the time, we were experimenting with game engines and interactive tech — mixing sensors, projections, and a bunch of friends in party mode — just for the fun of it. We wanted to take the behavioral code of video games, the mechanics that drive play and engagement, and bring them out into the real world, to spark movement, laughter, and genuine connection. And it worked.

So we kept going. Prototypes turned into games. Our gatherings became test labs. And one day, we realized we were onto something bigger: a new kind of collective entertainment.”

Born from in-house innovation, always fueled by curiosity, these interactive multiplayer experiences laid the foundation for our entry into the world of what was to become competitive socializing.

Leveling Up Our Play Across Industries

From airports to casinos, we’ve transformed unexpected spaces into launchpads for playful engagement—using multimedia to turn them into innovative hubs of fun. 

Over time, our game activations have evolved into adaptable, modular, and easily operated turn-key solutions that can scale across diverse industries like museums, theme parks and transportation hubs—making the world of competitive socializing more accessible than ever.

At Pasino Grand in Aix en Provence, the player experience takes a new dimension with two interactive installations: a large-screen motion-detection game that responded to every move, and a connected-object multiplayer challenge, animated live by a host in the heart of a casino, promising endless hours of fun. 

At Singapore Changi Airport’s Experience Studio, we turn the passenger's time spent in the airport into game time with one fun challenge: a digital bike race where teams pedal stationary bikes to power iconic vehicles down a virtual runway in a race to victory.

From Winter's Dream, transforming a house into an interactive installation filled with challenges and surprises, to The Messi Experience , currently touring worldwide and inviting visitors to learn Messi’s most celebrated skills, our experiences turn people into active participants. Now, this journey continues with a new connected experience set to launch at the enhanced Real Madrid’s Santiago Bernabeu Stadium.

We believe that the future of active entertainment relies on how we gamify public spaces, by transforming everyday social settings into playful engaging venues that act as catalysts for human connection.

Gaming In The Real World, With Augmented Games

What started as an internal experimentation has become one of our most exciting offerings catered to social interaction, our Augmented Games.

And let us tell you, the possibilities are endless: this smart gaming platform activates locations as dynamic, interactive playgrounds. Easy to deploy, scalable, and highly engaging, it turns movements into friendly competition.

With Augmented Games, we’re not just offering a game, we’re introducing a new kind of interactive play where real-world movement meets digital interaction, blending the energy of live sports with the broad appeal of video games. A fresh take on competitive socializing that boosts foot traffic and turns spectators into players.

Whether you’re in the game or cheering on the sidelines, competitive socializing makes sure everyone’s part of the experience.

Our Global Expansion, One Game at a Time

As we expand into global markets with exciting new collaborations—including Sparkx in Belgium, Lane7 in the UK, and Party Day in China—our mission at Moment Factory remains the same: to create new forms of entertainment. We bring this mission to life by designing interactive playgrounds and human connection that come together through play.

As we embrace the future of social active entertainment for a new generation seeking more meaningful memories, we see an opportunity to redefine how people connect and play. We encourage brands and venues looking to stay relevant to get in the game—creating spaces that don’t just entertain, but build real, memorable, and lasting moments.

Competitive socializing is no longer just a trend—it’s an essential part of how people connect. As the world looks for shared experiences, we’re building the playgrounds of tomorrow, today.

Let’s play. We are ready. Check out our Augmented Games collection here.

Contact us for more information!