Tough Mudder founder launches new digital experience Electronic Theatre

Tough Mudder founder Will Dean has launched a new immersive digital experience in London, called Electronic Theatre. The attraction offers group adventures in interactive digital rooms.

The interactive game was designed to make screen time social again and to bring people together through shared play. Unlike escape rooms, Electronic Theatre is a software-based experience. This makes it easier to change the games and environments.

Electronic Theatre has developed LightBox rooms, which host up to six players at a time. These rooms feature projection mapping, touch screens, motion tracking and surround sound to deliver hyper-immersive entertainment.

Electronic Theatre takes place in LightBox rooms

Electronic Theatre is all about making screen time social again,” said founder and CEO, Will Dean. We’re not anti-technology; we want to use technology to bring people together, and do so through the power of shared play.

“Electronic Theatre is a video game for people who don’t normally play video games.”

And, unlike virtual reality (VR) experiences, there is no need for headsets, helmets or bulky wearables at Electronic Theatre, providing natural interaction between players.

Electronic Theatre’s LightBox adventure pods are a new type of platform for a new genre of group entertainment, with teams taking on a series of interactive games and challenges.

Electronic Theatre’s signature adventures, which last for 30 or 60 minutes, are designed by the company’s in-house team of developers. New adventures will be released regularly.

Natural interaction between players without headsets

The first site, located on London’s Southbank, is now open to the public. Electronic Theatre has expansion plans and aims to open 1,000 global locations over the next five years.

“Electronic Theatre is an experience that any group – be they friends, family, or work-mates can complete and feel a bit closer to each other,” added Dean.

“Creating shared memories bonds groups like nothing else. By completing one of our Adventures, teams will create a memory they can look back on together.”

Electronic Theatre has received backing from several investors, led by Index Ventures.

Images: Electronic Theatre