Global active gaming leader Activate is set to transform entertainment experiences across Europe through a strategic partnership with Hadrena, a prominent location-based entertainment (LBE) company. The collaboration aims to introduce an innovative gaming concept that seamlessly blends physical activity with high-tech interactive experiences in France, Spain, Belgium, the Netherlands, Luxembourg, and Portugal.
The partnership represents a significant milestone in Activate's global growth strategy, leveraging Hadrena's extensive portfolio of 130+ leisure centers to introduce its unique active gaming model. Activate's approach differs from traditional gaming by requiring players to physically engage with technology-driven game environments, promoting both entertainment and physical fitness.
With 40 existing locations worldwide and plans to expand to 200 additional sites within the next decade, Activate has demonstrated consistent growth in the interactive entertainment sector. The first European venue is scheduled to open in summer 2025 at Imagipark near Paris, serving as a strategic entry point for broader regional expansion.
Hadrena's leadership sees tremendous potential in Activate's model, with CEO Edouard Malnoy describing the partnership as an opportunity to redefine leisure experiences. The collaboration represents a forward-thinking approach to entertainment that appeals to diverse age groups by combining technological innovation with physical engagement.
Activate's gaming experiences, such as the viral Mega Grid game, offer players immersive environments where they can collaborate, compete, and track personal achievements. This approach addresses growing consumer interests in interactive, health-conscious entertainment options that go beyond traditional sedentary gaming experiences.
The strategic expansion signals a significant trend in the entertainment industry, indicating increasing demand for experiences that provide both physical activity and technological engagement. By targeting multiple European markets simultaneously, Activate and Hadrena are positioning themselves at the forefront of a potential paradigm shift in leisure and entertainment consumption.
