This year, according to the CEE score, the Entertainment and Leisure sector ranked fifth in the Czech Republic. Compared to last year, the sector in the Czech Republic improved quite significantly in all six pillars. Most individual brands have also fared better. The clear reason is the COVID-19 measures of the previous year, which prevented some brands from placing in the rankings. A glance at the winners’ podium suggests that people now want to get out of the house and enjoy themselves with others.
While streaming services dominated in 2021, a year of COVID-19, this year, Cinema City became the sector winner; bronze went to CineStar. Spotify took second place. Cinema City attacked the top 20 in the overall rankings, while last year, the sector winner came 30th, marking the overall shift of the sector upwards.
Entertainment and Leisure covers services, including the betting and bookmaker sub-sectors, cinemas, streaming services, and ticket sales. But they all share the same customer acquisition strategy: offer clients the most convenient route to an exceptional experience. For instance, an application for buying tickets (Cinema City), or improving the application experience itself (Spotify, Netflix and HBO Max, which still maintain a good score), boosts the overall ranking.
The sector winner, Cinema City, offers cinemagoers the chance to benefit from the latest technology and cinematography trends (IMAX®, 4DX™and Dolby Atmos) and a pleasant place to spend free time with family and friends. For example, it offers a VIP zone, a unique combination of a restaurant and cinema. It organizes special screenings, including those of films in the original version, with Czech subtitles, and family-friendly events. Cinema City regularly hosts film festivals and themed series presenting the latest and most interesting films of various genres and from different countries. The brand cares about both customer service and services offered. Customer support is available at all cinemas to assist cinemagoers with any problems or queries.
The other cinema chain in the study, which came third place in the sector, the CineStar brand, offers viewers a similarly modern and technologically advanced experience. Like Cinema City, it has a loyalty programme. In 2022, a new feature was introduced to the CineStar mobile application, which makes buying tickets and booking seats even easier. The application also provides information about upcoming films and cinema listings.
„The website looks great and is very easy to navigate, with easy ticket booking and a good price. Really pleasant and helpful service, a nice atmosphere.“
Man, 31, Cinema City
„I went to a wonderful film with my partner. It was a perfect night out. We enjoyed it very much. The staff were very accommodating despite our delay due to car issues.“
Woman, 19, CineStar
„Spotify is an excellent music player. I recently bought the premium service and now listen to it in the car, at home, and in the shower.“
Man, 30, Spotify
„I created an account with them and placed bets on some sports matches. The betting method is straightforward, and their mobile application is easy to navigate.“
Man, 18, Fortuna
„I’ve been placing bets on sports results at Fortuna for a long time. I mostly use their mobile app. The website and app work without major problems, and I always find exactly what I need.“
Man, 23, Fortuna
The Spotify streaming service took second place, like last year. Besides a truly extensive and constantly expanding library of songs, podcasts, and audiobooks, it offers its own podcasts, and exclusive content unavailable on any other streaming platform. Another competitive advantage enjoyed by Spotify is the application of algorithms recommending music and podcasts that might interest listeners. This feature allows users to discover new features without having to search actively for them. In addition, Spotify enables users to create their playlists, share them with others, and listen to music offline. Different price plans are also available, including a free version with advertising, so users can choose according to their needs and budget.
This year’s biggest climber was in the Entertainment and Leisure sector, Fortuna bookmakers, which moved up 37 places and scored the most in the Time and Effort and Expectations pillars. In particular, customers appreciate that placing a bet is easy and that the staff are happy to help with everything. The Fortuna mobile application and the loyalty programme, which rewards customers for registering, have also become popular.
Customer reviews contain a clear message: access to entertainment and leisure facilities should be simple and easy to follow, and not require unnecessary effort. Whoever bets on this approach wins. And this is where the potential for improvement and inspiration for other brands lies.
Customers take online services for granted, and when they mention negative factors, these relate primarily to technical aspects. A brand can quickly lose points because pages load slowly, payments take a while to be processed, or there is a lack of communication. Effectively set up orchestration can significantly improve information for the customer. An excellent example is the ticketing sub-sector, where everything can operate automatically. The customer pays for tickets with a card stored in an application, and the tickets are automatically downloaded. Should the event be changed or cancelled, the system itself notifies them and advises them on how to return the tickets.
Minimization of human contact through the digitization of processes will likely continue. Customers will expect more flexibility when cancelling or rescheduling, especially for events planned months in advance. They will also seek unique experiences.
„I love the Spotify app and find exactly the music I want to listen to there. The app offers fantastic services.“
Woman, 18, Spotify
„During my last visit to brand X, I reserved seats in advance, with the price shown on the ticket. When I collected and paid for it at the box office, the price was higher. When I asked why, I was told that the price quoted on the website was valid if I paid in advance only. It was higher if paid on the door. That was a surprise. Apparently, I didn’t get that information when I booked online.“
Woman, 38, X Company