Activate, a pioneering active gaming company, is set to expand its innovative entertainment concept across Europe through a strategic partnership with Hadrena, a leading location-based entertainment (LBE) provider. The collaboration will initially target France, Spain, Belgium, the Netherlands, Luxembourg, and Portugal, marking a significant milestone in Activate's global growth strategy.
The partnership leverages Hadrena's extensive network of 130+ leisure centers and Activate's unique gaming model that combines physical activity with high-tech interactive experiences. Activate's first European venue is scheduled to open in early summer 2025 at Imagipark near Paris, serving as a launching point for further expansion across the region.
With 40 existing locations worldwide and plans to open 200 additional sites over the next decade, Activate has demonstrated substantial momentum in redefining entertainment. The company's approach integrates technology and physical engagement, offering players immersive gaming experiences that promote active lifestyles.
Hadrena's leadership sees significant potential in Activate's innovative concept. Edouard Malnoy, Hadrena's CEO, emphasized the partnership's alignment with their ambition to lead the European market in innovative entertainment, noting Activate's universal appeal and scalable business model.
This expansion represents a strategic move to transform traditional entertainment paradigms by creating interactive, social gaming environments that encourage physical movement and technological engagement. As the location-based entertainment sector continues to evolve, partnerships like Activate and Hadrena's could signal a broader shift towards more dynamic, participatory leisure experiences.
