Watch: I visited a new Wolverhampton city centre bowling venue which offers a massive range of entertainment options
It's called 'Competitive Socialising' - or Tenpin bowling - although there is much more to a brand new Wolverhampton city centre venue.
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There is certainly a sporting theme to the new Superbowl UK, a massive complex at Wolverhampton's Mander Shopping Centre which is taking up 17,000 square feet of space which was previously unused for around 10 years.
Without leaving the complex you can take part in basketball, football or air hockey games along with the latest state of the art amusement machines, penny arcades and electronic darts.
And then of course there is the ten pin bowling - or the aforementioned 'Competitive Socialising,' with people of all ages taking part on the 12 lanes featuring electronic scoring which reproduces the face of the competitor whilst he or she is 'Up' and trying to make a strike.
Family fun and variety for all ages is the mantra for this new venue, the 15th for the company in England and Wales and which features a play zone for tots and toddlers and spacious areas for people to enjoy a drink or some food whilst watching others take part in the games.
The company is serious about ten pin bowling, having opened its first centre in 2012, but also about providing a range of leisure options throughout the day, seven days a week in what may be a contrasting atmosphere depending when you visit.
And they are also serious about the re-generation opportunity for Wolverhampton, having taken on a 15-year-lease on the unit, on Victoria Street.
And they have worked in conjunction with Mander Shopping Centre landlord Catella APAM who paved the way with a £500,000 refurbishment of the space in preparation for the launch party, which took place on Tuesday to invited guests, hosted by the 30 new staff.
George Smith, Business Development and Brand Executive at Superbowl UK said they could not wait to welcome the general public when it opened fully to them today (Wednesday).
He said: "Ten Pin bowling has always been massively popular in the UK because it allows everyone to play along, from young to old and from beginners to those experienced at the sport.
"The ethos of the company is competitive gaming which provides for healthy and friendly competition in a fun environment, and the Wolverhampton site is one of our most ambitious yet in terms of space, different play zones and opening hours which will be throughout the day and the evening.
"We have worked with the Mander Shopping Centre which is an iconic venue in a famous city to make the most of this space and it has not only created jobs but will put money into the Wolverhampton economy and increase greatly the leisure options available when people are out shopping."
Cherry Shine from Wolverhampton BID was one of the many guests enjoying bowling, darts and arcade entertainment and said the collaboration between the Mander Shopping Centre and Superbowl UK could only be good for the city.
She said: "Everyone has worked hard to make this happen from planning permission being granted y the council to the centre owners making a large investment in the facility and of course Superbowl UK coming to Wolverhampton to continue their successful business model.
"We welcome their commitment and expertise in providing a real action packed family style entertainment complex which we have no doubt will be used by shoppers and people coming into the city centre specifically for it, alike."
Superbowl UK in Wolverhampton offers a variety of discounts and vouchers for people throughout the day and is open from Sunday to Thursday between 9am-11pm and Friday and Saturday from 9am-midnight.
