Activate Partners with Hadrena to Expand Immersive Gaming Experience Across Europe

Active gaming company Activate is poised to transform entertainment across Europe through a strategic partnership with Hadrena, a leading location-based entertainment (LBE) operator. The collaboration aims to introduce Activate's innovative gaming concept to France, Spain, Belgium, the Netherlands, Luxembourg, and Portugal, marking a significant expansion of the company's global footprint.

Founded in 2017, Activate has distinguished itself by creating immersive gaming experiences that integrate physical activity with cutting-edge technology. Currently operating 40 locations worldwide, including sites in North America, Dubai, and London, the company plans an ambitious global expansion targeting 200 additional locations within the next decade.

The partnership with Hadrena, which manages over 130 entertainment venues, represents a strategic move to penetrate the European market. Hadrena's innovation director, Sarah Lion, was particularly impressed by Activate's Mega Grid game after experiencing it at American Dream in the United States, recognizing its potential to redefine interactive entertainment.

Activate's first European venue is scheduled to open in early summer 2025 at Imagipark, a premier leisure mall near Paris. This location will serve as a strategic launching point for broader European expansion, with future sites planned across the identified countries.

The collaboration represents more than a business partnership; it reflects a shared vision of transforming entertainment by making gaming more active, social, and engaging. Hadrena's CEO Edouard Malnoy emphasized the universal appeal of Activate's scalable model, which seamlessly combines technology and physical activity to create unique, replayable experiences.

For consumers, this partnership promises a new form of entertainment that encourages physical movement, social interaction, and technological engagement. By breaking traditional gaming boundaries, Activate and Hadrena are positioning themselves at the forefront of a potential paradigm shift in how people perceive and experience interactive entertainment.