Experience-driven entertainment reshaping India's retail landscape
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A new wave of experience-driven entertainment is reshaping India's retail landscape, with over 70% of consumers across age groups showing a clear preference for active, participatory formats.This shift is highlighted in the newly released CBRE & Invest India Retail Entertainment Survey 2024-25, titled 'Retail Level-Up – The Entertainment Edition.' Jointly conducted by CBRE South Asia Pvt. Ltd. and Invest India.The survey findings reveal that activities such as bowling, amusement parks, rock climbing, escape rooms, and children's play zones rank high among consumer choices, with bowling alleys and amusement parks cited as the most frequented entertainment options. These formats outpaced passive alternatives like art exhibitions, museums, and theatre.The nationwide study—based on feedback from over 700 respondents across Delhi-NCR, Mumbai, Bengaluru, Hyderabad, Chennai, Pune, and Kolkata—underscores the rising demand for immersive, participatory entertainment. Notably, Gen Z showed a strong preference for high streets (35%) and standalone experience centres (31%), indicating a diversification away from traditional malls.Spending habits also point to significant opportunity: nearly 90% of respondents expressed willingness to spend up to INR 4,000 per month on entertainment, with INR 1,000–2,000 being the most popular range. A substantial 65% of respondents preferred entertainment options that include or can be combined with food and beverage experiences.Key activities that respondents said they engaged in at least once every 3–4 months included stand-up comedy, gaming arcades, bowling, kids' play zones, and theme parks. Around 29% of the respondents visit an entertainment center at this frequency, showcasing a recurring interest in curated entertainment formats.'The entertainment sector's evolution is reshaping retail real estate in India,' said Anshuman Magazine, Chairman & CEO - India, South-East Asia, Middle East & Africa, CBRE. 'Experiential formats like Family and Children's Entertainment Centres are now central to mall strategies, offering developers a clear path to future-proof assets through innovative tenant mixes.'Ram Chandnani, Managing Director, Advisory & Transaction Services, CBRE India, added, 'High-quality entertainment centres are performing equally well in metros and Tier-II cities. Developers are now focusing on placemaking through experiential dining, green zones, large-format stores, and regular community events that elevate footfall and customer engagement.'As India's retail landscape continues to evolve, the study highlights how developers and retailers must prioritize dynamic, experience-driven models to meet the growing demand for active entertainment across age groups and geographies.
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