Content of the study

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MARKET OVERVIEW

1.1 Definition and scope of study

Escape games is a Japanese concept which arrived in France during the year 2013. The concept is simple: a team of players is locked in a room, and has a set time to get out (usually 60 minutes). This is achieved by solving puzzles and discoveries that plunge the player into a real universe defined by the room. The challenge, and the multiple possibilities of strategies generated by this concept is what contributes to the popularity.

The players in the escape game market are architects, scriptwriters, and actors. The sector is divided between individuals and franchises, but no major group dominates yet.

Over the past 10 years, the concept has been gaining ground around the world, but is still growing primarily in Western countries. Also, while the United States and China are the two countries with the most facilities, the leading countries in terms of the number of facilities per million inhabitants are European countries

In 2020, France accounted for more than 861 facilities with only 77 closures since the offer appeared. Escape games are still growing strongly and the French market is in the process of being structured. Nevertheless, the territorial network is now rather relevant, and competition should increase in the coming years. Indeed, in a sector where word-of-mouth and customer experience is paramount, seniority is not yet an argument, and many players contribute to a changing paradigm.

In 2020 the health crisis has interrupted the excellent dynamic in which players in the escape games market were operating. Nevertheless, escape games have nevertheless shown resilience and still have the potential for a solid recovery in 2021 with great opportunities for the future. Indeed, experts in the sector agree that the potential demand is still very high, and that there are still many people who are not familiar with the concept and can thus be reached. To achieve this, appropriate marketing is needed.

1.2 The global escape game market

The Logic Escapes Me Blog Review

The London blog The Logic Escapes Me reports an overview of the global escape games market, as well as an estimate of the number of theatres in the world, based on data available in the various countries where this product exists. This blog by an ...

1.3 Size and dynamics of the French market

Escape games in the INSEE register

In France, escape game activities in the INSEE register are registered under the NAF code: **.**Z Other recreational and leisure activities. INSEE makes it possible to establish the evolution of turnover for activities registered under this NAF code.

Change in turnover for other recreational and ...

1.4 The impact of Covid-19 on the sector

INSEE makes it possible to observe the evolution of the turnover index for activities registered under the NAF code, and to compare it with the evolution of this same index over the equivalent period the previous year. This evolution is depicted below.

Changes in the revenue index of the Other Recreation ...

DEMAND ANALYSIS

2.1 An extremely accessible product and continuously robust demand

The great strength of escape games is their accessibility. The activity does not require any special knowledge or physical ability. It is an activity that can be played with friends, family, and companies. The format is ideal: ** - ** minutes, and the network of the territory makes it easy to reach the ...

2.2 French spending on leisure continues to increase

INSEE reports year after year on French spending on the various leisure items. The graph below shows the evolution of the category pertaining to escape games.

Changes in cultural and recreational spending France, ****-****, in billion euros *sports, rental of sports equipment, fairgrounds, amusement parks, package tours, weekends, etc. Source: ****

French ...

MARKET STRUCTURE

3.1 The creation of escape game

The creation of escape games is an activity that is not yet very well defined. Most of the players are individuals who start as freelancers or franchises, and therefore organize themselves for the preliminary stages of the site opening. In an article, the escapegame.fr website summarizes the different steps for ...

3.2 Escape games prevail in Southern parts of France

According to the escapegame.fr website, in October **** there were *** escape game facilities in *** cities. This corresponds to *,*** rooms for *,*** groups.

Distribution of signs on the territory

The site also reports on the distribution of escape game signs in France. The maps below detail the regional balance sheet and the departmental ...

3.3 Franchising in a market still dominated by independent players

The two development options for opening an escape game are independent development and franchising. Franchise development can be done in two ways:

Purchase of specifications: the contractor must carry out the decorations and mechanisms on his own account; Full franchise: the franchisor takes care of the room

The statistical study Escape ...

3.5 Entretien avec Emmanuel Teboul, cofondateur de la société Dama Dreams

Marine : Bienvenue dans la niche, le podcast qui analyse le marché de niche avec les entrepreneurs qui font bouger les lignes. Je suis Marine et je travaille chez Businesscoot, la start-up qui dépoussière les études de marché avant de commencer. Abonnez-vous à notre podcast sur Spotify et Apple Podcast. Et ...

ANALYSIS OF THE OFFER

4.1 Features of escape games

Prices charged for escape games

The study of francslimiers.com, the Escape Rooms in France, presents an average of the prices charged. First of all, it specifies that the rates are degressive: the more people there are in the team, the lower the rate will be. The study reports two different ...

4.2 A highly diversified offer

The creation of escape games is based on imagination and inventiveness, so behind the unifying concept, the possibilities of declining the offer are multiple. The escapegame.fr website reports the distribution of French brands according to the theme of adventure:

Breakdown of escape games brands by theme France, ****, in % Source: ****

The ...

4.3 The franchise offer

The site Franchise Magazine provides an overview of the main franchise networks that are developing on the French escape game scene. These players have been listed in Part *, but below follows a comment for each of them.

Escape Yourself

It is the most developed network in France. In ****, it contains ** complexes, ...

REGULATION

5.1 General regulation

The specific regulation of escape games is rather light as this is a new market that is still in the process of being structured, nevertheless, there are certain measures that need to be taken into account. The measures that apply are those that are more global, specific to ERPs (***). [***]

For those ...

POSITIONING OF THE PLAYERS

6.1 Segmentation: franchises

This table is a reminder of the table in Part *

  • Escape Yourself
  • Get Out
  • Escape Hunt

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Method

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Analysts 1 sector analyzed
in 40 pages
Method
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Analysts

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  • Expert opinion

Data

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Method

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Analysts

Hugo Schott

chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.