Page 40 - December 2020 January 2021

Bringing People

Together

Electric Gamebox invites you to mix up your socialising

with something a bit different and to immerse yourself
in new digital environments with your family and

friends. Here, RLI sits down with CEO Will Dean to
learn more about this unique concept and what
makes it stand out in a world full of technology.

ounded by Will Dean, the man behind Tough in the US, with another site to follow in Texas in early 2021.
Mudder and David Spindler, who conceived and “The plan for us moving forward is really to ramp
launched the Tough Mudder Bootcamp franchise, up our expansion roll-out,” explains Will Dean, CEO of
F Electric Gamebox is founded on the belief that Electric Gamebox. “We would like to do this as quickly as
technology should bring people together versus driving we can because what we have designed with this concept
them apart. is something that is highly replicable and capital efficient. If
Whether it is being graded by aliens, searching for rare circumstances and opportunities allow, we definitely want to
martian minerals or saving the queen’s corgis, Electric reach 100 locations within the next two years.”
Gamebox brings people together through shared play and The core focus of the Electric Gamebox experience is
their mission is to make IRL screen time social again. simple game play that is a social activity for the entire family.
The concept behind the business is for guests to enter The games on offer move away from traditional elements
an interactive digital room that features projection mapping, people may associate with a videogame, such as player-
touch screen, motion tracking and surround sound so versus-player or general competition; instead the focus is on
visitors can enjoy a hyper-immersive and totally unique 30 or games that are fast, fun and ones that anyone can launch
60-minute experience unlike anything that has come before it. themselves into instantly.
The company currently operates three sites in the UK. The “If you can’t understand the games in the first five seconds
first was launched in central London in Southwark, and there and if you are struggling to play them in the first ten seconds,
are additional sites situated in the Arndale shopping centre in then we are doing something wrong as our approach is to
Manchester and The Lakeside shopping centre in Essex. The build simple games accessible for all within this hyper real
first location outside of the UK will open this month in Dallas world,” comments Dean.

40 RETAIL & LEISURE INTERNATIONAL DECEMBER 2020 / JANUARY 2021