Will Dean is the CEO and co-founder of Immersive Gamebox, a unique concept which uses motion tracking, projection mapping, surround sound and touch screens to create an immersive group gaming experience, leveraging well-known IPs such as Squid Game and PAW Patrol. It currently has 27 locations in the UK, US, Europe, and UAE.
Before the creation of Immersive Gamebox, Dean was most well-known for creating the global Tough Mudder phenomenon, an endurance event featuring a 10 – 12-mile-long obstacle course. He also previously worked for the UK Foreign Office as a counterterrorism officer.
Speaking to blooloop in 2020, he explained how his key goal in developing Immersive Gamebox was to create a memorable experience that groups can enjoy together:
“I believe in the importance of bringing people together,” says Dean. “That was a key motivation behind [Immersive Gamebox] and my previous endeavours too. I like the idea that we’re bringing people of all ages together and we’re giving them happy memories. When we talk about creating memories, we’re referring to shared memories. When we talk about the experience economy, we’re really talking about the memory economy.”
In 2023, Merlin Entertainments and Immersive Gamebox announced a multi-million pound and multi-territory partnership. The deal kicked off with two venues in Australia and Germany in 2023, with more to be confirmed at other Merlin Entertainments locations over the following five years across the UK, US and APAC.
In a statement announcing the partnership, Scott O’Neil, Merlin’s CEO said, “Will Dean is an extraordinary entrepreneur who has masterfully built a world-class team, developed cutting-edge technology and partnered with iconic IP, making Immersive Gamebox the perfect complement in our build-out of our clusters around the world.
“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.”