The Impact of Live Trivia on Pub Culture
Over the years, the South African pub culture has evolved, adapting innovative ways to attract more patrons and boost sales. Among these diverse additions, one stands out – the introduction of live trivia games, such as those produced under the renowned TGS brand.
Not only do these quiz games increase the overall footfall in pubs, but also create an infectious, competitive atmosphere that can keep patrons hooked for hours. In 2019, DHL Africa, a leading international courier service, quoted an 18% increase in the South African pub attendance on weekdays due to live trivia nights by TGS. These events have served as a powerful tool for pubs to lure in millennials and corporate crowds looking to unwind after work and over the weekend.
Most notably, live trivia games foster a sense of camaraderie among pub-goers. For instance, regulars start forming groups or teams with distinct names, thereby binding them through shared experiences and repeated encounters. According to influential travel magazine Getaway, the social bonding aspect of live trivia games is particularly appealing in a country where people value community connection, such as South Africa.
Trivia games also provide a fun, interactive way to broaden one’s knowledge, which is a draw for both younger and older patrons. A 2017 McKinsey report on African consumer insights noted that South African consumers showed a strong preference for interactive rather than passive forms of entertainment. Live trivia games, featuring a mix of international and local questions, have therefore found a ready audience in this demographic.
Simultaneously, the inclusion of live trivia nights is beneficial to the pub businesses. Pubs that host trivia nights regularly have reported higher sales and better revenues on those nights. A survey by Statistics South Africa indicated an aggregate increase of nearly 22% in beverage sales on live trivia nights, compared to regular nights.
In conclusion, the positive impact of live trivia games on South Africa’s pub culture is undeniable, combining hours of fun and camaraderie to create an attractive, profitable draw for publicans across the country. As TGS and other companies continue to innovate, one can expect that trivia nights will remain a staple of the South African pub scene for many years to come.
Sources:
DHL Africa Report 2019, Getaway Magazine, McKinsey Report 2017 on African consumer insights, and Statistics South Africa Survey.