“At Activate, we've always aimed to revolutionise entertainment by making gaming more active, immersive and social,” said Adam Schmidt, CEO of Activate. “Expanding our European footprint is a major milestone, and Hadrena's expertise in the LBE industry makes them the perfect partner. With their impressive portfolio of over 130 leisure centres, they share our vision of redefining entertainment.”

The team-up between the two companies came after Hadrena saw Activate’s presence on social media. After trailing Activate’s Mega Grid game, Sarah Lion, Hadrena's innovation director, pushed for the collaboration.

“Activate represents the future of action games, seamlessly combining technology with physical activity to engage players in a unique and replayable way,” said Edouard Malnoy, CEO of Hadrena. “As we expand our portfolio of innovative leisure experiences, introducing Activate to Europe aligns perfectly with our ambition to redefine leisure. Its universal appeal and scalable model make it a perfect fit for Hadrena's ambition to lead the European market in innovative entertainment.”

Activate currently has 40 locations across North America, Dubai and London with 15 more venues under construction in Norway, Denmark, Germany and Kuwait.

The company has licencing agreements in over 20 countries and plans to open an additional 200 entertainment centres over the next 10 years.

France’s first Activate location is slated to open in the summer of 2025 in Paris with further venues planned for Spain, Belgium, Luxembourg and Portugal.