Nhood, an integrated real estate services and solutions company, has released the first dedicated study on the active entertainment market within Romanian shopping centres: “Beyond Retail: Mapping the Growth of Active Entertainment in Romania’s Shopping Malls – The shift from pure retail to experience-driven destinations.”
Conducted across 60 shopping centres with a cumulative gross leasable area of over 2.7 million sqm, the study maps 116 distinct entertainment formats operated by 54 providers. It highlights a rapidly expanding sector marked by diversification, professionalisation, and increasing sophistication. The research conceptually differentiates between active and passive forms of entertainment, aligning with industry best practices, and focuses specifically on documenting active entertainment formats and models.
“The entertainment sector within shopping malls is enjoying rapid growth, fundamentally redefining the relevance of a commercial centre. However, the market lacked concrete data to guide industry players in their investment decisions or development strategies. Nhood took the initiative to conduct the first study of its kind in the market, a necessary step to professionalise the sector and facilitate the development of more competitive, well-founded projects better adapted to current trends. As the analysed data revealed, we are no longer talking about a complementary service, but an engine of the overall experience – an essential differentiator in attracting visitors and transforming malls into leisure destinations. Nhood will continue to support the industry’s evolution through data, expertise, and initiatives that foster innovation,” said Bogdan Aldea, Head of Business Development at Nhood Romania.
The analysed data indicates significant growth potential for the entertainment market in the coming years, driven by a structural shift in how visitors perceive and use commercial spaces. Furthermore, the active entertainment component within shopping malls was valued at €28–30 million in 2024, excluding competitive socialising venues (bowling, billiards, table tennis, etc.), which are also growing rapidly.
According to the Nhood study, Romania is experiencing its most dynamic period in the history of its active entertainment sector, which is defined by experiences that involve visitor participation – from playgrounds and arcade games to immersive attractions and Family Entertainment Centres. The data points to a clear trend toward sophistication, modernisation, and diversification as malls redefine their role from simple commercial hubs to genuine recreation and socialisation destinations.
Currently, 95 percent of the analysed malls integrate at least one active entertainment component, and the market is almost three times larger compared to 2019. This evolution confirms that entertainment has become a structural pillar of the commercial ecosystem, and its impact is set to grow further. Romania is even positioning itself ahead of some mature European markets: only 5 percent of local malls do not offer active entertainment options, compared to significantly higher percentages in Austria, Germany, or Italy, where between 40 percent and 55 percent of centres do not include such facilities.
This dynamism is fueled by changing visitor preferences, with people increasingly seeking experiences that combine recreation, interaction, and novelty. Malls are responding by expanding their entertainment offerings and introducing new concepts, including international attractions and immersive formats. The rising competition and market fragmentation, especially in the playground and arcade sectors, support the vast development potential for the coming years, including the diversification of operators and the maturation of business models.
Shopping centres remain the preferred destinations for shopping and leisure for Romanians. By developing a coherent entertainment ecosystem tailored to market demands, Romania has the opportunity to become a European benchmark for transforming commercial centres into complete leisure destinations.
