Pool.house London - from the founders of TopGolf

NextGen Games

NextGen Games

New member
Good day everyone,

Hope you’re all doing well.

About six months ago there was some early talk about this project (reported here on the AZB forum as well) — and it looks like it’s now very close to launch.

Located on Liverpool Street in London, The Pool House is a new concept created by the same team behind TopGolf. They’ve reportedly raised $34M USD to build a state-of-the-art venue featuring:
  • AI-interactive pool tables (from what I can gather, AI-driven scoring during shots and in-game outcomes)
  • A hybrid table design that looks somewhere between English 8-ball and American pool
  • American-style food (no complaints there)
  • A full bar and entertainment atmosphere

Article link for anyone who wants to take a look:

www.standard.co.uk

Enormous new 'AI-powered' pool hall to open in the City of London

Tables will be fitted with technology that allows players to adjust their gameplay according to skill level
www.standard.co.uk www.standard.co.uk

From the photos, the tables appear to be a mix between English 8-ball and American pool. I’m not sure how well that will translate — it potentially cuts out half the market of players who already know one ruleset or the other. I’m also curious whether they consulted any actual experts: players, venue operators, or cue sports industry people.

Their long-term goal appears to be franchising the model.

I’d really love to hear the community’s thoughts:
  • Do you think this concept will work in the UK or globally? Why or why not?
  • Would the hybrid table format help attract new players, or just confuse existing ones?
  • Does AI-assisted scoring enhance the game, or take away from traditional pool?
  • If you were launching a modern pool venue, what features would you prioritise?

Stay well,

Shawn

Founder of NextGen Bets (Canada)
NextGen is a paid supporter of AZBilliards
Here to talk cue sports, analytics & industry trends
 
NextGen Games said:
... About six months ago there was some early talk about this project (reported here on the AZB forum as well) — and it looks like it’s now very close to launch. ...
Click to expand...
Do you have a link to the earlier AZB discussion? It looks like it will be at least 30GBP per hour. That's a little steep for most here.
 
Bob Jewett said:
Do you have a link to the earlier AZB discussion? It looks like it will be at least 30GBP per hour. That's a little steep for most here.
Click to expand...

The audience has to be lawyers, business managers, etc... who are used to paying $300 for a bottle of wine and may not even botther looking at the costs. Unless it's per table, not per person.
 
As long as it's 30 quid for a group and not per person that's not bad.

The gun range I go to in Houston has some high-tech private range bays with projection systems that you play video games with your pistols for realz.

I pay well over $30 an hour for those rooms...

But when you're with a group of five or six people, it's a ton of fun and well worth the cost.
 
TopGolf is interesting as a business but they had some financial issues and golf is more popular/bigger and has wealthier players typically than pool. Pool players just want an actual pool hall within 15 mins of the nearest city w at least 1 9 foot diamond and reasonable rates, monthly tourneys and at least a handful of 600 - 650's (650 - 750 in big cities) to gamble/practice with. I could MAYBE see a market for luxury snooker rooms in the UK or big Canadian cities or in Chinese metro areas where they have markets for it, same could be said for pool in China.
 
Personally, I think there are challenges that go well beyond just the table rate.


Firstly, they’re trying to create a completely new segment and assuming beginners will adopt it immediately. Now add to that the significant cost. They’ve essentially wiped out around 50% of potential customers — the social players who are good but not beginners. Even though these players love the game, what matters most to them is value (table hire), quality tables, proper equipment, and improving their game. I’m not sure this concept offers any of those things.


There’s also the practical issue of spending the first 30 minutes teaching someone how to hold a cue, which might quickly frustrate others in the group. Comparing it to golf, yes, there is technique involved, but it’s far easier for anyone to swing a club than to consistently strike a cue ball properly.


Secondly, as players we all know — food and pool do not mix. Grease on hands affects both the cloth and the balls. A golf club and ball are a completely different story. As anyone who has been to TopGolf knows, the game they provide isn’t really “golf,” and there’s a huge margin for error. The equipment is basic (and that leads into my third point), and things like having greasy hands don’t affect the swing in the same way it would when pushing a cue through your bridge hand.


Lastly, the equipment. We all understand how much of a difference it makes. I won’t say too much here, but if we judge by the standard of clubs provided at TopGolf, I’m not convinced they fully understand the importance of proper playing equipment.


What are your thoughts?
 
NextGen Games said:
Personally, I think there are challenges that go well beyond just the table rate.


Firstly, they’re trying to create a completely new segment and assuming beginners will adopt it immediately. Now add to that the significant cost. They’ve essentially wiped out around 50% of potential customers — the social players who are good but not beginners. Even though these players love the game, what matters most to them is value (table hire), quality tables, proper equipment, and improving their game. I’m not sure this concept offers any of those things.


There’s also the practical issue of spending the first 30 minutes teaching someone how to hold a cue, which might quickly frustrate others in the group. Comparing it to golf, yes, there is technique involved, but it’s far easier for anyone to swing a club than to consistently strike a cue ball properly.


Secondly, as players we all know — food and pool do not mix. Grease on hands affects both the cloth and the balls. A golf club and ball are a completely different story. As anyone who has been to TopGolf knows, the game they provide isn’t really “golf,” and there’s a huge margin for error. The equipment is basic (and that leads into my third point), and things like having greasy hands don’t affect the swing in the same way it would when pushing a cue through your bridge hand.


Lastly, the equipment. We all understand how much of a difference it makes. I won’t say too much here, but if we judge by the standard of clubs provided at TopGolf, I’m not convinced they fully understand the importance of proper playing equipment.


What are your thoughts?
Click to expand...

I don’t know any serious golfers who go to top golf instead of a regular course or driving range. Top golf is for people who don’t want to play golf. This venture looks like it is for people who don’t want to play pool. That’s a big market at least.
 
I went by the location today. Looks like they are actively building out the premises. It's on the ground floor of a large, new building next to Liverpool Station, London.

Screenshot 2025-12-04 125036.png
 
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