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Immersive Gamebox launches new self-service concession model for leisure and retail venues
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mmersive Gamebox has launched a new self-service concession model, making it easier than ever for leisure operators, shopping centres and entertainment venues to introduce immersive gaming while unlocking additional revenue from underused space.
Designed as a compact, plug-and-play solution, the new model features a single Immersive Gamebox unit that can be installed inside existing venues including family entertainment centres, cinemas, shopping centres, arcades, airports and bowling centres. Requiring just 150 sq ft of space, the format can be installed and live within days, with no dedicated staffing required. The launch marks the next step in Immersive Gamebox's growth, giving venue operators a simple way to add a premium interactive attraction that complements their existing offer. Guests can either book ahead or walk up and play, creating a flexible entertainment experience that encourages longer visits and additional spend.
Inside each Gamebox, groups of two to six players step into an interactive digital world where motion tracking, touch-sensitive walls and projection mapping bring every game to life. With no eye goggles or handheld controllers required, players work together to solve puzzles,
complete challenges and compete for high scores across a growing library of original games and globally recognised entertainment brands. The new concession model has been designed for a wide range of leisure and retail environments, from family entertainment centres and cinemas to shopping malls, airports and cruise terminals. By making better use of existing space, operators can introduce a new guest experience that is simple to integrate into their venue while creating an additional revenue stream. Lisa Paton, CEO of Immersive Gamebox, said: "We're always looking for new ways to bring immersive gaming to more people. Our new concession model gives venue partners a straightforward way to introduce a premium interactive attraction that fits seamlessly into their existing offer. It's quick to install, easy to operate and gives guests another exciting reason to visit, whether they're spending the day with family, meeting friends or looking for something new to do." The concession model has already been introduced at Hollywood Bowl Watford Woodside, where guests can enjoy quick 10-minute experiences from just £5 per person alongside Immersive Gamebox's existing library of 30 and 60 minute games. The site demonstrates how the format can sit alongside established leisure attractions, giving visitors another engaging activity to enjoy during their visit.
Immersive Gamebox plans to expand the concession model throughout 2026 as demand grows for flexible, technology-led attractions that help leisure operators maximise existing space while delivering memorable guest experiences.
A Childhood Classic Hits the Arcade Floor
Some games you have to explain. SIMON isn't one of them. For a generation of players, SIMON is already part of their story; the flashing lights, the sequences, that satisfying feeling of getting it right. SIMON Arcade takes all of that recognition and brings it straight to your floor, giving families a shared experience that works across every age group.
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First released in 1978 by inventors Ralph H. Baer and Howard J. Morrison, SIMON was originally manufactured by Milton Bradley, which later became part of the Hasbro family, and went on to become one of the best-selling toys of the late 1970s and 80s - and that Simon legacy can now live on in your arcade!
And it's not just nostalgia doing the work. The gameplay is intuitive enough that first-timers are throwing within seconds, but the Super Bonus memory round creates that "just one more try" pull that keeps players coming back and repeat play high. It's proving a natural fit in arcades, FECs and bowling centers, by getting families fired up to play together. "SIMON Arcade has exceeded every expectation," said Justin Burke, COO of SEGA Amusements International. "The cross-generational appeal is real; it brings families together in a way that very few games do, and operators are seeing that reflected in their earnings." Operators are feeling it too. "The gameplay is so intuitive that players get it immediately," one told us. "Families keep coming back to it… the replay value is genuinely something special."
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8.26.indd 1 12 26/08/2026 12:18:55 DARK RIDE EDITION 2026
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