HomeOther StuffLondon-based Immersive Gamebox secures €91 million of franchise deals as retail centres...

London-based Immersive Gamebox secures €91 million of franchise deals as retail centres see new need to have leisure attractions

Immersive Gamebox (IGB) is setting out to change up the in-person retail experience through tech. It’s now just signed about €91.5 million worth of franchise deals to expand globally and bring its immersive gaming experiences to retail centres. 

Retail has changed quite considerably in recent years, and now, when we discuss retail most will automatically think of the world of ecommerce and online shopping. However, in-person retail has also been undergoing some changes, trying to compete with online counterparts, and bringing the digital era into the in-person shopping experience. As part of this, retail centres are discovering that by offering some sort of leisure activity or experience within the centre, more people can be attracted to the centre, and thus revenues can be boosted. 

Immersive Gamebox (IGB) is an immersive gaming company which designs and develops interactive digital smart rooms called ‘Gameboxes’. The startup has just scored new deals to take its Gameboxes to retail centres across the world. 

The transaction

The UK-based gametech firm has just shared that it has signed about €91.5 million worth of franchise deals to expand globally with over 250 Gameboxes over the next 3 years. 

IGB has signed with Majid Al Futtaim Leisure for 2 locations in the UAE, Imgair Ireland Ltd in Ireland for 50 Gameboxes and 3 F Entertainment in Germany for 34 locations, starting with Berlin in 2023. Advanced conversations are also in progress with partners in Australia and Canada.

Immersive experiences

Founded in 2018, IGB is now on a mission to bring immersive, fun experiences to retail visitors around the world, bringing a touch of the digital era into real-life situations. 

The IGB offering is a new genre of group entertainment featuring cutting-edge technologies, including projection mapping, touch screens, motion tracking, surround sound and patent-pending Lidar and 3D motion tracking to deliver a hyper-immersive shared gaming experience. IGB has a growing library of licensed and original IP games created by its in-house studio, including Angry Birds and Netflix’s Squid Game.  Each ‘Gamebox’ room can host up to six players at a time, making it a fun activity to enjoy with friends and family alike. 

It was founded by CEO Will Dean, the co-founder of Tough Mudder. It currently has 14 locations across Europe and the US with a commitment to providing guests with fresh entertainment experiences. 

IGB CEO and Founder Will Dean added: “We are delighted to sign franchise deals with such strong partners as part of the rapid expansion of Immersive Gamebox. Our company purpose is to bring people together through technology-enabled shared play, and our franchise partners are playing a key role in taking Immersive Gamebox global.”

At the same time, Lisa Paton has been appointed COO, and she will lead the company’s growth ambitions. 

Lisa Paton commented: “I am really excited to be joining IGB as it gains significant momentum in growth. With my experience of growing brands internationally, I will be helping establish IGB across various markets, as well as working with franchise partners to ensure they align with our core values and high quality service.”

Patricia Allen
Patricia Allen
is the Head of Content at EU-Startups. With a background in politics, Patricia has a real passion for how shared ideas across communities and cultures can bring new initiatives and innovations for the future. She spends her time bringing you the latest news and updates of startups across Europe, and curating our social media.

Most Popular