Immersive Gamebox eyes deeper international footprint

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Off the back of 80% year-on-year growth in 2023 – which saw it reach its millionth player – immersive group gaming company, Immersive Gamebox, is announcing plans to significantly expand its in-person gaming experiences in 2024.

The company has plans to open 10 new sites throughout 2024, bringing its total number of sites to 40 across the UK, Germany, the United States, Australia, and the United Arab Emirates.

Integral to expansion will be the creation of new game experiences for 2024.

Adding to existing popular games like Ghostbusters, PAW Patrol, Tetris, Shaun the Sheep, and Squid Games, planned game launches will include Immersive Gamebox Originals created by the in-house team.

Additionally, there will be new collaborations with Netflix and Sony, among others, in the upcoming game releases.

Franchise agreements will also be central to Immersive Gamebox’s growth strategy, with partnerships due to be announced in countries including Canada and the United Arab Emirates.

Creating a new category for group entertainment

Founded by the brains behind popular global obstacle endurance series, Tough Mudder, Immersive Gamebox launched in 2018 with a belief that technology should enable families and friends to live in the present, rather than getting lost in unhealthy escapism like virtual reality (VR), the metaverse or social media.

It does this through a unique hardware setup that combines projection mapping, sensors, touch screens, and surround sound within a 12ftx12ft interactive ‘gamebox,’ in which groups of 2-6 players play 30-60 minute immersive experiences. 

Will Dean, co-founder and CEO of Immersive Gamebox, explains:

“Modern-day technologies often contribute to social isolation by creating a digital barrier between individuals – whether that’s because our lives are increasingly dominated by the isolating impact of social media, or because we partake in gaming where you need to put a headset on or live in the metaverse. Our vision, however, revolves around using augmented reality to break down these barriers and facilitate real-life group gaming experiences that build authentic connections. This is a completely new genre of group entertainment in which shared experience is the priority.”

In 2023, Immersive Gamebox reached its millionth player, launched new venues in Sydney, San Francisco, and Atlanta, and announced a significant multi-million pound, multi-site partnership with Merlin Entertainment.

Will Dean continues: “2023 was a transformative year for the business that cemented the popularity of our immersive, group entertainment offering. 2024 is the year that we accelerate Immersive Gamebox and take giant steps towards our ambition to reach 100 million players and 1,000 sites by 2028.”

Tech and innovation

Immersive Gamebox’s patented augmented reality technology uses specialized motion tracking, a unique touch-screen display system, and real-time dynamic gameplay through AI-powered adjustments based on individual player skills.

This enables a truly immersive experience tailored to individuals’ preferences and abilities.

Immersive Gamebox’s 4,500 sq ft factory in Sydenham, South London, houses a full-size prototype of a gamebox. Training, assembly, and research and development take place there.

The Gameboxes are also built and assembled with proprietary hardware to power in Sydenham.

Will Dean concludes: “As we expand, it’s important to us that we retain our British roots and continue tapping into world-class talent, ideas and technological innovation in the UK.”

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