Activate, the fast-growing immersive leisure brand, is levelling up its presence in the capital with three new London venues launching before Christmas 2025.
Following the phenomenal success of its debut site at The O2, which has welcomed over 125,000 visitors since opening last December, Activate will open at Oxford Street, Vauxhall (Albert Embankment) and Westfield White City over the coming weeks.
Blending the thrill of video games with real-world physical activity, Activate offers a completely new kind of competitive socialising experience. Groups of two to five players can jump, climb and problem-solve their way through high-energy, interactive game rooms featuring lasers, grids, hoops and portals – a thrilling combination of live-action challenge and futuristic tech.
Rich Beese, Co-Founder of We Do Play, said: “With Activate, we wanted to create an experience that gets people moving, thinking and connecting – all while having the most fun. What started as a Gen Z craze has quickly grown into something everyone wants to try. Whether it’s families bonding over games, teams letting off steam after work, or friends swapping the pub for play, Activate is redefining what social fun looks like.
“London has embraced Activate like nowhere else. Our O2 venue has become the most popular Activate in the world and the demand for new experiences has been incredible. Opening in three iconic London locations before Christmas marks a major milestone in our mission to make immersive, active fun part of everyday social life.”
The expansion builds on the momentum of Activate’s ongoing UK rollout, following a record-breaking launch in Newcastle’s Metrocentre in the summer, where nearly 30,000 players have already experienced the brand since its July debut.
