Immersive Gamebox, the UK-based company behind the recent Squid Game experience, has hired former Secret Cinema executive Katie Davidson.
In her new role as commercial director, Davidson will be developing and maintaining studio and intellectual property (IP) holder relationships, and sourcing and negotiating licensing deals.
She brings more than 20 years’ experience to Immersive Gamebox at a time when the company is expanding across the US, Europe, the Middle East and Africa.
Immersive Gamebox is also planning new locations in the UAE, Ireland and Germany, as well as Australia and Canada.
“Today, consumers are looking for new experiences to connect with their favourite content and characters,” said Davidson.
“Immersive Gamebox delivers just that – combining iconic IP with true social gaming, allowing film and TV fans to play alongside characters they love (or hate).
“I really enjoy seeing people step out of themselves and properly connect with the IP on a much more active level.”
Davidson is an immersive entertainment industry veteran, previously serving as Secret Cinema’s director of slate and business affairs.
At Immersive Gamebox, she will split her time between the US and UK, reporting to Will Dean, the company’s CEO and co-founder.
“At Immersive Gamebox, we are rapidly growing our game library with major studios as we expand across territories,” said Dean.
Gaming company’s global expansion
“Katie will be instrumental in helping us bring the brands and characters that consumers love to [Immersive Gamebox] and enable them to engage in new, authentic ways.”
Immersive Gamebox has more than 20 locations and offers 15 different gaming experiences. It has partnered with the likes of Netflix and Rovio Entertainment, a Finnish mobile-first gaming company and the creator of the Angry Birds brand.
Based on the Korean survival TV series, its Squid Game attraction challenges players with games such as ‘Red Light, Green Light’, ‘Marbles’, ‘Tug of War’ and ‘Glass Bridge’.
Formerly known as Electric Gamebox, the company’s ‘Gameboxes’ feature cutting-edge technologies such as projection mapping, touchscreens, 3D motion tracking and surround sound.
Per a press release, Immersive Gamebox is on track to operate more than 100 venues across the world in the next year.
Images: Immersive Gamebox
