The Partnership Between Merlin Entertainments and Immersive Gamebox
November 1, 2023 – Merlin Entertainments, one of the world’s largest attraction operators, has announced a multi-million-pound partnership with Immersive Gamebox, an immersive group gaming platform. This collaboration aims to create immersive family experiences that leverage cutting-edge technology and intellectual property (IP) to engage a diverse audience.
Expanding Immersive Gamebox Venues
As a part of this partnership, two Immersive Gamebox venues will be launched initially, with locations in Sydney, Australia, and Oberhausen, Germany, opening by the end of 2023. Each venue will feature eight free-standing Gameboxes, accommodating 2-6 players per play session, offering games that last between 30 and 120 minutes. The partnership also holds potential for further expansion across Merlin’s global estate, including regions like the UK, US, and APAC.
“Immersive Gamebox provides a prudent business model and an immersive ‘come together – play together’ experience that is second to none. This new, exciting chapter with Immersive Gamebox is being executed with the hope that with success will come a deeper rollout throughout our global estate,” stated Scott O’Neill, CEO of Merlin Entertainments.
The Power of Intellectual Property
Merlin Entertainments boasts brand relationships with well-known IPs such as Peppa Pig, Jumanji, Ferrari, and Cadbury, along with an exclusive partnership with the LEGO Group. On the other hand, Immersive Gamebox has partnerships with entertainment groups like Paramount, Rovio Entertainment, Aardman, and Netflix. These partnerships have resulted in several immersive experiences, including games based on PAW Patrol, Angry Birds, and the hit Netflix show Squid Game.
“We are committed to bringing our audience the very best partnerships which enable us to create one-of-a-kind immersive games they’ll love anywhere in the world,” said Will Dean, CEO and Co-Founder of Immersive Gamebox. “Given Merlin’s position as a global leader in location-based attractions combined with their track record of scaling across markets, the agreement also supports further expansion of Gameboxes globally.”
Creating Robust Clusters of Attractions
The partnership aligns with Merlin’s strategy to expand its offerings in Europe, the US, the UK, and the ANZ region while creating robust clusters of ‘Midway’ attractions in key tourism hubs. These Immersive Gamebox experiences will complement existing attractions within these city clusters, catering to visitors of all ages. Merlin’s Midway attractions include popular destinations like Peppa Pig World of Play, LEGOLAND, Madame Tussauds, and SEA LIFE aquariums.
The Innovative Technology Behind Immersive Gamebox
Immersive Gamebox has developed a proprietary technology platform that drives fully immersive, multi-sensory experiences. With its in-house gaming studio and IP partnerships, the company offers a wide range of games and continues to expand its presence. Immersive Gamebox plans to sell 1,500 Gameboxes to franchise and concession partners this year and aims to open 100 venues within the next 12 months.
Learn More about Immersive Gamebox and Merlin Entertainments
Image credit: Merlin Entertainments
As an avid VR gamer myself, I am thrilled about the partnership between Merlin Entertainments and Immersive Gamebox. This collaboration promises to bring immersive experiences to families across the globe, combining cutting-edge technology with beloved intellectual properties. Immersive Gamebox’s innovative gaming solutions and Merlin Entertainments’ extensive portfolio of attractions create a winning combination that will undoubtedly captivate audiences of all ages.
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