London-based Immersive Gamebox (IGB – formerly known as Electric Gamebox) has announced that it has signed franchise deals worth $90 million that will see the company expand globally over the next of the next three years.
The immersive group gaming platform was founded by Will Dean, who co-founded Tough Mudder, the successful mud racing and obstacle course brand.
Over the next three years, it plans 250 Gameboxes, including Majid Al Futtaim Leisure in the United Arab Emirates, Imgair Ireland Ltd in Ireland 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 Netflix’s Angry Birds and Squid Game.
Currently, with fourteen locations across Europe and the United States, IGB is looking to build a mixed business of franchised and owned locations.
“We are thrilled to sign franchise agreements with such strong partners as part of Immersive Gamebox’s rapid expansion. Our company’s goal is to bring people together through technology-enabled shared play, and our franchise partners play a key role in the globalization of Immersive Gamebox,” said Will Dean, CEO and Founder of IGB.
“I’m really excited to join IGB as it gains significant growth momentum,” said Lisa Paton, new chief operating officer. Lisa joins IGB from Wingstop Restaurants Inc, and previously Brewdog. “With my experience growing brands internationally, I will help establish IGB in various markets, as well as work with franchise partners to ensure they align with our core values and a high quality service.”
Australia and Canada are next on the list of IGB’s global expansion plans.