The partnership adds tailored arcades and game rooms to Topgolf venues, showing how location-based entertainment is broadening beyond a single signature activity.
Family Entertainment Group has entered a strategic partnership with Topgolf to expand its Hospitality & Route Solutions business across 94 venues nationwide. The collaboration centres on customised entertainment programmes designed to complement Topgolf’s existing guest journey, with a phased rollout following a pilot at seven venues. For FEG, the agreement places arcade and interactive entertainment at the centre of a wider hospitality proposition rather than treating it as a standalone attraction.
The partnership reflects a broader operating model in which entertainment is integrated into destinations that already combine leisure, food, drink and social activity. FEG says its work begins with an assessment of each partner’s business objectives, guest demographics, operational requirements and brand identity. That approach is intended to produce venue-specific programmes rather than a single standardised format across the network.
Topgolf’s phased rollout began in June and is scheduled to run through December 2026, according to FEG’s dedicated partnership page. The programme includes custom arcade and game-room concepts designed for individual venues and local markets. Potential formats include interactive augmented darts in bar and lounge areas, alongside family-oriented arcades and redemption game rooms that extend the range of activities beyond Topgolf’s hitting bays.
FEG brings more than two decades of experience spanning attraction planning, operations, merchandising, marketing, technology integration and data-driven optimisation. Its stated role covers the design and management of tailored entertainment solutions, including game mix, pricing, commercial strategy, uptime, refresh and reinvestment. The model gives Topgolf a way to vary the entertainment offer by site while retaining a managed operating framework.
The arrangement also illustrates how established leisure brands can use complementary attractions to shape longer visits and accommodate different guest groups within one destination. FEG chief executive Rex Jackson said Topgolf sought a partner able to connect entertainment with destination strength, brand reinforcement and measurable business value. As the rollout progresses across the 94-venue network, the partnership will test how consistently customised arcade concepts can support a hospitality brand’s broader guest experience.
