Activate Games offers a blend of physical activity and gaming, creating a team-based experience that combines the excitement of sports with the immersive elements of video games. Unlike traditional VR or AR experiences, it operates in physical locations where participants engage in one to three-minute games over a 75-minute session. Each player wears an RFID wristband that tracks their scores. This builds a personalised player profile and allows them to accumulate points and advance through levels.
Founded in Canada in 2019 by Adam and Megan Schmidt, Activate Games stands out for its focus on fostering social interaction and teamwork through technology. The goal is to use technology to bring people together in a fun and competitive environment. This emphasis on active, shared experiences has made Activate Games a hit, appealing to a broad demographic from young adults to multi-generational families.
As the company rapidly expands across the US, Canada, and internationally, it remains committed to creating fun, replayable experiences. By continuously updating games and introducing new challenges, Activate Games ensures that participants always have fresh and exciting activities to look forward to.
Following the news that the concept will soon be expanding to the UK and Ireland, Bryce Anderson, a partner at Activate Games, shares insights into what makes the company stand out and its ambitious plans for the future.
The Activate Games experience
Activate Games is the world’s first active gaming facility and a viral TikTok sensation. It offers a unique blend of sports and video games without requiring VR headsets or AR devices.
“Activate is physical team-based gaming that combines the best of sports and video games. It’s not VR; it’s in a physical, actual location,” Anderson says. Participants play for about 75 minutes, engaging in a series of one to three-minute games. Each player wears an RFID wristband that tracks their score, creating a player profile and enabling them to accumulate points and progress through different levels.
The goal is to use technology to unite people rather than isolate them.
“It’s trying to use technology to bring people together, to focus on games and competition and fun. A lot of the time, technology splits people apart; everyone is on their own screen. We are using technology as a tool for fun instead of a device to distract.”
Technology plays a crucial role in the Activate Games experience, particularly in scoring and gamification. The RFID wristbands track scores and enable the accumulation of rewards, such as badges and escalating prizes. This gamification element keeps participants engaged and encourages repeat visits.
The trend for active entertainment
Active entertainment is on the rise, and Activate Games is ideally positioned to capitalise on this trend. Anderson attributes this to the fundamental human need for play. “A lot of the time, the word play is associated with things that children do. But I think it is something we all need in our lives. Play is when people are focused on one thing, and all the other distractions, worries and cares of life disappear.
“I think people deep down are looking for new experiences and ways to play,” he says.
Activate Games stands out by offering an experience that is both physically and mentally engaging. Compared to other popular competitive socialising concepts, there is no food and drink element:
“We focus 100% on the physical active experience. You can’t drink a beer while you’re doing Activate because you’re so focused on the task of trying to beat the levels with your friends. It is a special place to be when you’re not distracted by all the usual other things, and you’re able to work together and build relationships around a common goal; people go weeks or months without doing that when they’re so distracted by their phones, by social media, the news, and even entertainment.”
It’s also a really good workout:
“I put on my Apple watch the other day and burned 750 calories in an Activate experience,” Anderson says, highlighting the physical benefits. However, not all games are physically demanding, meaning the experience caters to a wide range of preferences.
“You don’t have to play all the active games. Some of the games are much more cerebral, and you won’t break a sweat. But probably three-fourths are more physical and require movement. Doing something that is physically and mentally healthy and also fun at the same time is special. Sometimes, working out is not fun, but you have to do it because your body needs it. But if you combine something physically healthy with something fun, I think that’s a segment people want and need.”
Target demographics and replayability
Despite the high-tech environment, Activate Games appeals to a broad demographic. Eighty percent of participants are adults, and twenty percent are under 18.
“We target probably the 25 to 45 crowd. But we also get some 70-year-olds who come in with their children and grandchildren and can all play together. That’s unique; not many things can be multi-generational like that. After you check in at the lobby, you’re transported into this dark, LED-lit futuristic hub with rooms around it, which you then scan into. Each room has about four to six different types of games, and there are ten levels for each.”
“So, if you’re in there with a younger child, you can play level one and enjoy winning. Or if you’re in there competing alongside your 40-year-old buddies, you can play level seven and try to beat it. It can really be whatever kind of experience you want, and you pick what level you’re playing at.”
One of Activate Games’ key strengths is its replayability. Drawing from his experience in the escape room business, Anderson highlights the challenges of replayability in such environments. With Activate Games, the technology allows for continuous updates and new game releases. This ensures that participants can return multiple times without experiencing repetition.
“We’ve seen some people come back 40 or 50 times a year,” Anderson says, emphasising the game’s capacity for repeat visits. “You can even go in and play the same game and the same level and have a great time because the people you’re with and your communication will be different. So, it is very replayable. Also, we use video game-type incentives to bring people back. You get rewards if you break certain levels, with escalating rewards as you get to different levels. That extra gamification makes it fun and repeatable.”
Expansion and success
Since its founding in 2019 by Adam and Megan Schmidt, Activate Games has seen significant growth. Despite the challenges posed by the COVID-19 pandemic, the company has expanded rapidly. “By the end of 2023, we had 17 locations, and we’ve opened a bunch this year so far. Across the US and Canada, we’ll have 30-35 by the end of this year,” Anderson says.
The company is also making strides internationally, with plans to open locations in Dubai and the UK. Anderson believes the UK is an ideal market due to its vibrant competitive socialising scene.
“London, in particular, has become almost the centre of entertainment, especially experiential entertainment and socialised gaming,” he says.
“We expect it to do well there. We focus 100% on making our concept really fun, and you see that in reviews. Looking at some of our different stores, we have 4.9 or five stars at every location. Our Dallas location has over 2000 reviews, and our location at American Dream outside New York City has over 1000. So, I think it should do well as it expands into new markets. It’s unique, not just a copy of another concept.”
“This expansion marks a significant milestone in Activate’s journey,” said Adam Schmidt, founder and CEO of Activate Games, speaking in a press release announcing the expansion. “The UK and Ireland have long been on our radar as markets ripe for Activate’s unique blend of interactive gaming and physical activity. We are excited to bring our adrenaline-pumping adventures to communities across these regions and provide an unforgettable entertainment experience for players of all ages.”
Finding the right partners
Activate Games’ venture into the UK and Ireland is in partnership with We Do Play, a group of immersive leisure and hospitality businesses, including Flip Out.
“We’re excited to partner with a group with an excellent track record in rolling out location-based entertainment and the infrastructure to do so effectively. From a business perspective, it makes a ton of sense. And they know the local market, which is helpful when it comes to picking locations.”
Richard Beese, co-owner of We Do Play, said: “We are committed to diversifying leisure offerings and providing our guests with innovative entertainment experiences. With the launch of 30 new stores in the UK and Ireland, we are thrilled to introduce Activate to a new audience and create lasting memories for families, friends, and gaming enthusiasts alike.”
Anderson also teases future plans to expand the concept to new markets worldwide:
“We’re looking at partners worldwide, especially in the major markets with big populations and good disposable incomes.”
Future plans for Activate Games
Looking ahead, Activate Games is focused on refining and expanding its offerings. New game rooms and games are constantly being developed to ensure that there is always something fresh for returning participants. Anderson also hints at the potential for more fitness-oriented games, acknowledging that some participants use the experience as a workout.
While the company is exploring various avenues for expansion, its core mission remains the same: creating fun, engaging experiences:
“Our focus is making something really fun. Many people focus on making something cool or impressive or unique. Our concept is all those things, but our main focus is creating super fun experiences for people. We try to optimise all of it towards that, making it as smooth as possible, making the check-in and their experience as smooth as possible, both online and in person. It is all about trying to give people the opportunity to have as much fun with their friends and family as possible.”
By combining the best characteristics of video games and sports to produce an immersive and engaging experience, Activate Games marks a significant leap in the field of physical gaming. The company is dedicated to its primary goal of offering enjoyable, repeatable, and physically stimulating experiences for individuals of all ages, even as it grows both domestically and globally. Thanks to its creative strategy and well-thought-out growth plans, Activate Games is well-positioned to leave a lasting impression on the active entertainment sector.
