What Irish Play Centres Can Learn From IAAPA Expo Europe

Big ideas can produce practical local improvements

IAAPA Expo Europe 2026 was enormous: more than 800 exhibitors, over 175 speakers, more than 60 education sessions and a record 21,000-square-metre show floor at ExCeL London. For an independent operator, that scale might appear far removed from everyday life in an Irish play centre.

The useful lesson is not that every venue needs the newest attraction or an enormous capital budget. It is that the international industry is focusing intensely on the same fundamentals that determine local success: a smooth customer journey, efficient operations, memorable experiences, useful data and a clear reason to return.

Those priorities can be addressed one practical improvement at a time.

Make the first visit easy before it begins

Parents often make plans between work, school and family commitments. They may be comparing several activities from a phone, with limited time and plenty of questions. The venue that answers those questions clearly has an advantage.

Opening times, suitable ages, session duration, supervision rules, pricing, socks, food policies, accessibility, parking and party options should be easy to find. Important information should not be buried inside an image or several levels of navigation.

Test the website as though you have never visited. Can you understand the offer within a few seconds? Can you book with one hand on a mobile phone? Does the confirmation explain what happens next? These simple checks often reveal improvements with an immediate effect on enquiries and conversion.

Treat birthday parties as a complete product

Birthday parties are a major revenue stream for many play centres, yet they are sometimes presented as a vague list of inclusions. Parents want confidence as much as entertainment. They need to understand capacity, food, timings, deposits, extras, invitations and the role of staff.

Create clearly named packages with transparent differences. Use strong photography, concise FAQs and a direct booking or enquiry route. The booking system should record deposits and balances accurately, manage room or activity capacity and prevent conflicting reservations.

After the event, a helpful follow-up can request a review, invite feedback and remind the organiser about future visits—provided marketing preferences are respected.

Reduce staff administration through better design

Technology should remove repetitive work. If staff repeatedly copy bookings between systems, answer the same questions or manually calculate balances, the process deserves attention.

Map what happens after a customer clicks Book Now. Identify which details are re-entered, which emails are sent manually and which changes require technical support. A suitable platform can automate confirmation, reminders, balance information and capacity updates while preserving the flexibility needed for exceptions.

The goal is not to eliminate the human touch. It is to give staff more time for safety, hospitality and the in-venue experience.

Understand the true cost of booking software

A monthly subscription is only one part of platform cost. Setup fees, add-ons, extra locations, support, payment processing and booking commission can all affect the annual total.

Commission grows with sales. At €500,000 of annual booking revenue, a 1% platform commission equals €5,000. That is separate from the fee charged to process the card payment. Operators should ask providers to show the total cost using realistic revenue and booking values.

MBM Ireland develops custom booking systems with 0% booking commission charged by MBM. Standard processing fees and agreed development, software or support costs can still apply, but the venue does not pay MBM a percentage simply because more customers book.

Use first-party data responsibly

A direct booking creates information that can help the business understand demand. Operators can analyse popular sessions, party lead times, average transaction values, seasonal patterns, repeat behaviour and underused capacity.

The software should make that information accessible without exposing personal details unnecessarily. Marketing permission should be clear and optional, exports should be usable, and staff access should reflect job responsibilities.

Used responsibly, this insight can guide opening hours, staffing, promotions and investment. It can also support more relevant communication—for example, announcing a toddler event to customers interested in early-years sessions rather than sending the same message to everyone.

Show the experience, not only the equipment

Customers buy the feeling of the visit: children exploring, friends laughing, parents enjoying an easier celebration and families making memories. Marketing works best when it communicates that outcome.

Short videos, authentic photography, staff introductions, party walkthroughs and customer stories can make the venue feel familiar before arrival. Content should also answer real search questions, such as what to do with children on a rainy day, where to hold a birthday party or which activities suit a particular age group.

This combination of useful information and emotional proof supports both search visibility and customer confidence.

Create reasons to return

Acquiring a first-time customer usually costs more effort than encouraging a satisfied family to visit again. Loyalty can be supported through memberships, multi-visit passes, seasonal events, quieter-session offers, vouchers and well-timed email communication.

The offer must remain commercially sound. A discount that fills already busy sessions achieves little, while a carefully designed product can create predictable revenue and stronger habits. Booking data can show which times need support and which customer groups are most likely to respond.

Return visits also depend on operational consistency. No marketing campaign can compensate for unclear rules, poor communication or an experience that fails to meet expectations.

Learn through the sector

One of the most positive aspects of IAAPA was the willingness of people to share experience. Irish operators can benefit from that same spirit through PALI, supplier relationships and peer conversations.

PALI connects businesses across the play, activity and leisure community, helping the sector discuss common challenges and raise standards. MBM Ireland is proud to support members with digital expertise and preferential benefits designed around their needs.

An operator does not need to solve every challenge alone. The right network can shorten the learning process and reveal approaches already working elsewhere.

A 30-day action plan for a play centre

In week one, review the mobile website and booking journey. Record unclear information, unnecessary steps and common customer questions. In week two, calculate the complete annual cost of the booking platform and check data-export options.

In week three, choose one high-value service—often parties—and improve its page, imagery, package clarity and call to action. In week four, ensure website analytics and advertising tracking can connect enquiries or bookings to the marketing activity that generated them.

These are manageable changes, but together they create a stronger digital foundation. Repeat the process around another customer journey each month.

Bring IAAPA thinking into your venue

The most valuable idea from IAAPA Expo Europe is that innovation should serve the customer and the operation. Irish play centres do not need to copy the largest attractions. They need to make deliberate choices that fit their audience, capacity and growth plans.

Myk Baxter Marketing Ireland helps play and leisure businesses connect their website, digital marketing and booking technology. Discover our 0% commission booking software at mykbaxtermarketing.ie/booking-software, view PALI member benefits at mykbaxtermarketing.ie/pali-member-benefits or request a conversation at mykbaxtermarketing.ie/book-a-free-consultation.

Learn more about Play Activity and Leisure Ireland at pali.ie and IAAPA Expo Europe at iaapa.org/expos-and-events/expo-europe.