The collaboration between Activate, a trailblazer in active gaming, and Hadrena, a leader in location-based entertainment, is set to redefine the entertainment industry in several European countries. This partnership will bring Activate's unique blend of physical activity and cutting-edge technology to France, Spain, Belgium, the Netherlands, Luxembourg, and Portugal, leveraging Hadrena's vast network of over 130 leisure centers to fast-track its expansion across the continent.
Activate's inaugural European venue is poised to open at Imagipark, a top-tier leisure mall near Paris, in early summer 2025. This launch is not just a milestone for Activate but also a strategic move to establish a foothold in the European market, with the company eyeing the opening of 200 more locations worldwide in the coming decade. The choice of Imagipark underscores the importance of selecting high-traffic, leisure-focused locations to maximize visibility and accessibility for the target audience.
The enthusiasm for Activate's concept is palpable, with Hadrena's innovation director, Sarah Lion, being particularly drawn to the viral Mega Grid game. Her firsthand experience at American Dream in the U.S. highlighted the potential of this innovative entertainment model, leading to a broader recognition within Hadrena of the value Activate could bring to the European market. Edouard Malnoy, Hadrena's CEO, has lauded the partnership, emphasizing how Activate's approach to combining technology with physical activity represents the future of action games.
Since its inception in 2017, Activate has made significant strides, securing licensing agreements in more than 20 countries. Its interactive gaming rooms, where players can engage in collaborative and competitive activities, not only offer a novel form of entertainment but also promote a healthy lifestyle. This expansion into Europe is a testament to the growing appeal of active gaming and its potential to transform traditional entertainment paradigms.
The implications of this partnership extend beyond the entertainment sector, signaling a shift towards more interactive and health-conscious leisure activities. By integrating physical activity with gaming, Activate and Hadrena are not just creating a new form of entertainment but are also contributing to the broader discourse on the role of technology in promoting physical well-being. For more information on Activate's innovative gaming concept, visit https://activate.com.
