The traditional notion of transactional consumerism is now being replaced by immersive and leisure-led engagement. As per the report titled Retail Level-up — The Entertainment Edition, on average, over 65 per cent of respondents preferred to focus solely on entertainment experiences or combine them with food and beverages (F&B). This highlights how consumers today are not merely walking into malls to shop; they’re coming to explore, unwind, and connect. The post-pandemic era has brought a significant cultural transformation, evolving lifestyles, and a desire for exclusive experiences. Consumers now seek retail destinations that serve as social meeting places.
This has led to a growing demand for retail developments that provide a comprehensive offering of food, shopping, daily needs, and entertainment — all in one location. Notably, Family Entertainment Centres (FECs) are outpacing other segments with their ability to pull crowds and bring huge traction. What was once considered a peripheral add-on, tucked into a corner of the mall, these centres have now paved their way into the spotlight as a primary anchor. In these centres, Indoor Amusement Centres (IACs) are scaling fast and emerging as the core expectation in retail. According to JLL, indoor amusement centres are becoming popular in India, with more than 500 such facilities currently operational in 83 cities, covering 66 lakh sq ft of retail space. These centres feature a combination of games and attractions to provide recreational and leisure experiences. Almost half of the operational IACs in the country are in the gaming zone format, followed by trampoline parks and the emerging entertainment format. The report further shows that by 2028, indoor amusement centre stock is expected to reach 11 million square feet.
Larger retail developments and malls are expected to accommodate more expansive and innovative centres. Moreover, mall developers are rethinking and strategising on how these centres can be designed and activated. Developers are no longer treating FECs as isolated attractions; they’re building around them. As these centres grow in scale and sophistication, mall zoning is being recalibrated to amplify their impact. FECs are now deliberately positioned next to high-traffic zones, such as food courts, cafés, and children’s stores, creating a seamless loop of entertainment and indulgence. Further, with consumer preferences evolving at breakneck speed, agility has become a competitive edge.
Mall blueprints are being torn up and redrawn to accommodate the new reality — where experience trumps everything. Larger floor plates are being carved out for sprawling FECs, while entire levels are being transformed into dedicated entertainment decks, complete with immersive zones, themed attractions, and interactive tech. This evolution is being led by developers who understand that the future of retail lies in orchestrated, high-impact experiences. Even globally, the Family Entertainment Centre (FEC) market is forecast to grow from $15 billion in 2024 to $27 billion by 2034, representing a compound annual growth rate (CAGR) of 6.1 per cent. The newly released report by Exactitude Consultancy positions FECs as a key sector within the broader leisure and attractions industry, with growth being fuelled by rising demand for immersive, socially inclusive entertainment options across global regions.
This market evolution reflects a shift in consumer behaviour, with increased emphasis on shared experiences across age groups, particularly in urban areas where families, teenagers, and adult groups are actively seeking high-quality recreational venues. As developers recognise the importance of IACs in attracting visitors, the entertainment category is increasingly being integrated into initial mall design phases.From high-energy gaming arcades to immersive VR/XR zones, the offerings are as varied as the audiences they attract. Add to that the edutainment segment and the adrenaline-fuelled appeal of trampoline parks and bowling alleys, and developers are constantly reinventing malls and retail spaces. Hence, the future of FECs is already shifting gears —from pure play to purposeful play. As consumer expectations evolve towards immersive, interactive, and emotionally rewarding experiences, the centres have firmly established themselves as both crowd-pullers and revenue drivers.
(The writer is an expert on urban landscapes an emerging trends. Views are personal)