The Future of Escape Rooms - 2025 / Roundtable Key Takeaways
The escape room industry is in a constant state of evolution, adapting to new technologies, shifting market trends, and changing player expectations. At the end of January I’ve organised the second ‘The Future of Escape Rooms’ roundtable which was attended by an international group of escape room owners and industry professionals to explore where escape rooms are headed. Here are the key takeaways from this discussion.
The State of the Escape Room Industry
Industry reports suggest that the escape room market is still growing, with a projected valuation growing from 9 Billion USD to nearly $25 billion by 2030. However, the expansion is shifting towards the Asia-Pacific region, while established markets like the UK, Europe, and the US are seeing more stabilization.
On the mature markets, slightly more escape rooms are closing than opening, and ownership on these markets are becoming more concentrated. This proving the trend that we all suspected for a while now, the golden age of exponential growth is over.
Competition has also intensified. Escape rooms are no longer the newest trend in entertainment, as they now compete with interactive experiences like challenge arcades, game shows, and high-tech quiz games just to name a few. This evolving landscape is forcing us to rethink our strategies for sustainability and growth.
Innovating to Stay Competitive
In the first section of the roundtable I’ve kicked off the meeting with a conversation starter about how escape rooms can navigate this new market, and there are two main ways, that I can see, to move forward:
Doubling Down on Escape Rooms – One approach is to focus solely on escape rooms, continuously releasing new and improved games. This strategy prioritizes retaining existing customers by offering fresh experiences, making the business a reliable entertainment option for repeat players. Regular game updates and new room launches ensure ongoing engagement, fostering a loyal customer base that returns frequently for the latest challenge.
Expanding into Mini Entertainment Centers – Another growing trend is the transformation of escape room venues into multi-attraction entertainment centers. Many operators are diversifying by adding interactive arcades, quiz-based games, or other immersive experiences. This not only broadens the customer base but also creates opportunities for cross-selling different activities within a single venue. By offering varied entertainment options, businesses can appeal to a wider audience and encourage customers to spend more time and money on-site.
Here are some of the more specific approaches shared by the group. The discussion highlighted several innovative approaches that escape room owners are using to differentiate themselves:
Targeting Specific Demographics – Some owners are designing games tailored to niche markets. For example, an owner from the US is creating a room specifically for younger players (ages 8–14), capitalizing on the family-friendly demand in his town.
Replayable Escape Rooms – An owner in the UK is also tapping into younger demographic just with a different approach by designing experiences that can be replayed multiple times with different pathways and endings. Their approach caters particularly to children, who often enjoy repeated experiences.
Hybrid Experiences – A designer from the US is integrating escape room elements into a historic bed and breakfast, combining traditional hospitality with immersive storytelling. Not a new innovation but definitely something we’ll see more of in the coming years.
Alternative Revenue Streams – Venues are expanding beyond traditional escape rooms by adding arcade-style attractions, seasonal pop-ups, and gamified outdoor adventures with specialised platforms like Questy. Arcade Arena is developing an escape room-integrated forensic crime lab using projection and interactive gameplay.
Seasonal and Pop-Up Games – Escape room businesses are leveraging seasonal overlays and short-term experiences to drive repeat business. A participant shared how they created Halloween and Christmas-themed pop-up rooms, which resulted in increased revenue and was highly appreciated by loyal customers.
Whatever path you choose to navigate this evolving market, one thing is certain: success will depend on making thoughtful, strategic decisions to attract new customers while prioritizing and protecting your existing ones.
Pricing Strategies and Cost Management
One of the most discussed topics was pricing. Many owners reported raising their prices with little to no impact on booking volume. As a consultant, I’ve advised numerous clients to increase prices, and time and again, I’ve seen this strategy work. This was reassuring to hear, particularly as labor, energy, and operational costs have risen significantly in recent years.
While every market is different, one principle remains clear: if businesses are investing tens of thousands into designing high-quality rooms and maintaining them at a premium standard, customers should be expected to pay accordingly. Escape room owners should not shy away from charging what their experiences are worth. The group shared several pricing strategies to optimize revenue:
Dynamic Pricing – Some operators are implementing tiered pricing models for peak and off-peak times. This helps balance demand, encouraging bookings in less popular mid-week slots while maintaining premium pricing for holidays and weekends.
Premium Pricing for Small Groups – Since COVID, the industry has seen a rise in two-player teams. Many venues have responded by charging a higher rate for these smaller groups to maintain profitability. Some owners have even designed small-footprint rooms specifically for these groups, helping to free up larger spaces for bigger teams and maximizing revenue potential.
Flexi Booking Fees – One attendee introduced an optional “flexi booking” fee, allowing customers to reschedule or cancel their booking for a small surcharge. According to the operator, approximately one-third of customers opt for this add-on at checkout, yet only a minimal number actually use the rescheduling option—making it an easy way to generate additional revenue with minimal downside.
Some operators even found that increasing their prices led to a higher perceived value of their experience, further reinforcing the idea that escape rooms are premium entertainment offerings.
The Role of Technology in Escape Rooms
As part of the final discussion topic ‘Game Design Trends and Innovation’ the group discussed the future of technology in escape rooms. While there were no questions about the use of technology when it comes to puzzles, the thought of introducing AI characters and AI GM’s sparked some debate in the group.
Everyone agreed that the human element of escape rooms is quintessential, but not everyone was so enthusiastic about the thought of AI being introduced as a Games Master. Although we won’t see AI GM’s too soon, since every element of this technology already exists, without a doubt eventually there will be someone who’ll make use of this to gain an edge on their market.
The group agreed that although a lot of players still enjoy traditional padlocks - or at least don’t question them -we’ll see more and more behind the scenes tech solutions making their way into future escape room games.
Some of the currently available technologies that we might see making their way into escape rooms, sooner than you might think:
Projection Mapping – Even though we mostly see projection mapping as part of exhibits and shows, it will become part of escape room industry. It’s impressive and cost effective way to dress up a set or completely change a set in the matter of seconds.
3D Printing – While 3D printed props and set design pieces used to be fragile, rubberized filaments make this tech more suitable for escape rooms and it’s a perfect way to unleash creativity at a reasonable cost.
Animatronics – The potential for robotics and AI-driven characters, like Disney experimenting with autonomous robots in the parks, was discussed as a way to enhance immersion without sacrificing the human element.
Where Are Escape Rooms Headed?
The industry is at a crossroads. In a challenging market like today’s, the ability to innovate and attract new demographics will determine the future of escape rooms.
While cutting-edge technology and immersive sets will continue to play an increasingly significant role, escape rooms remain fundamentally rooted in storytelling, human interaction, and hands-on problem-solving. The real challenge lies in striking the right balance between innovation, market demand, and available resources.
The roundtable concluded with a forward-looking discussion about the upcoming Game On escape room conference in Canterbury in April 2025. If you are reading this and want to be part of shaping the future of our industry, this event could be an excellent opportunity to keep the conversation going, share insights, and connect with fellow industry professionals.
Final Thoughts
The escape room industry isn’t going anywhere but we’ve arrived to a turning point. As competition intensifies by new types of experiences entering the market and competition growing fierce, we must adapt.
Wether your escape room’s future lies in reinvesting in high quality rooms, turning your location into a mult-attraction venue or a bit of both worlds, one thing is clear: treating your business with a professional mindset is no longer and option, it’s essential.
But the future of escape rooms isn’t just about survival—it’s about passion, innovation, and pushing creative boundaries. It’s about delivering unforgettable experiences to both loyal players and new generations. So enjoy the ride, because—as Andy Bernard from The Office famously said—“I wish there was a way to know you’re in the good old days before you’ve actually left them.” So I’m here to tell you that these are the good old days.
