Activate, a pioneering active gaming facility, is set to transform entertainment landscapes in France, Spain, Belgium, the Netherlands, Luxembourg, and Portugal through a strategic partnership with Hadrena, a leading location-based entertainment innovator.
The collaboration aims to introduce Activate’s unique gaming concept, which seamlessly integrates physical activity with advanced technological experiences. With 40 existing locations across North America, Dubai, and London, Activate plans to leverage Hadrena’s extensive portfolio of 130+ leisure centers to accelerate its European expansion.
Activate’s first European venue is scheduled to open in early summer 2025 at Imagipark, a premier leisure mall near Paris. This initial location will serve as a strategic launchpad for broader regional growth, with the company targeting an ambitious goal of opening 200 additional locations globally within the next decade.
Hadrena’s innovation director, Sarah Lion, was initially captivated by Activate’s viral Mega Grid game and experienced the concept firsthand at American Dream in the United States. Her enthusiasm prompted her colleagues to recognize the potential of this innovative entertainment model.
Edouard Malnoy, Hadrena’s CEO, emphasized the strategic alignment, describing Activate as representing the future of action games by combining technology and physical activity in an engaging, replayable format. The partnership reflects Hadrena’s ambition to lead the European market in innovative entertainment experiences.
Activate, founded in 2017, has already established licensing agreements in over 20 countries. The company’s unique approach offers interactive gaming rooms where players can collaborate, compete, earn achievements, and promote a healthy lifestyle through active gaming experiences.
This expansion represents a significant milestone in the evolution of location-based entertainment, potentially reshaping how consumers engage with gaming and physical activity across European markets.
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