Escape room consumer segmentation among young adults: competition, immersion, and social play

Escape rooms blend puzzle-solving, storytelling, and immersive play, yet research on leisure consumer segmentation in this domain remains limited. This study analyzes survey data from 383 respondents (aged 18–34) recruited from a Canadian university research panel. Using cluster analysis, three primary player types were identified: Competitive Players, who prioritize performance and team coordination; Immersion Seekers, who value narrative depth and psychological engagement; and Social Explorers, who participate for social enjoyment rather than challenge or story. Regression analysis shows that escape room success is driven by experience, while immersion is predicted by escapism and storytelling importance. Segment membership is unrelated to gender, age, or travel behaviour. These findings offer new insight into leisure consumer typologies and contribute to experience economy and serious leisure research. Practical implications are offered for tailoring experience design and marketing strategies to different consumer profiles, helping operators engage a diverse audience more effectively.