Immersive Gamebox announces $90 million in franchise deals for immersive gaming platform

The UK gaming company makes a play for global expansion with locations in UAE, Ireland, and Germany.
Immersive Gamebox announces $90 million in franchise deals for immersive gaming platform

London-based Immersive Gamebox (IGB - formerly known as Electric Gamebox) has announced it has signed $90 million worth of franchise deals which will see the company expand globally over the next three years. 

The immersive group gaming platform was founded by Will Dean, who co-founded Tough Mudder, the successful mud run and obstacle course race brand. 

Over the next three years it has plans for 250 Gameboxes which includes Majid Al Futtaim Leisure in the UAE, Ireland's Imgair Ireland Ltd, and 3 F Entertainment in Germany which have signed for 34 locations, starting with Berlin in 2023. 

Gameboxes are interactive digital smart rooms using projection mapping, touch screens, motion tracking, surround sound, and (patent-pending) Lidar and 3D motion tracking technology to entertain groups of up to six players at a time. 

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.

Currently, with fourteen locations across Europe and the US, IGB is looking to build a blended business of franchise and owned sites.

“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,” says IGB's CEO and founder Will Dean.

“I am really excited to be joining IGB as it gains significant momentum in growth,” says Lisa Paton, newly appointed COO. Lisa joins IGB from Wingstop Restaurants Inc, and previously Brewdog.  “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.”

Australia and Canada are next on the list of IGB’s global expansion plans.

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